ADVT7508 A1 Ad Critique Grading Rubric 1
ADVT7508 A1: Ad Critique Grading Rubric

FAIL (<4)
< 50%
PASS (4)
50 - 64.9%
CREDIT (5)
65 - 74.9%
DISTINCTION (6)
75 - 84.9%
HIGH DISTINCTION (7)
85 - 100%
0 – 9.9 10 – 12.9 13 – 14.9 15 – 16.9 17 – 20
Overview of
Ad
(20 marks)


Company and product
information is not provided
and/or information included is
not relevant to the company
and/or ad. Little or no
identification of CLAMP within
the ad, or some elements of the
CLAMP framework are missing.
The purpose of the ad is not
identified, or the identified
purpose is unclear.
Little or no identification of
elements and other visual
components of the ad, including
media.

Some brief company and product
information is provided. There is some
relevance of the information provided to the
company and ad, but the section is too brief
or too detailed. All elements of the CLAMP
framework have been identified and the
discussion is somewhat clear.
However, the CLAMP framework could have
been better integrated into the overview.
The purpose of the ad is identified and is
somewhat clear. Little or no justification is
given for where/how this is apparent in the
ad. The identification of elements and other
visual components of the ad, including
media, is somewhat clear.
Company and product details are
provided in a brief discussion. The
information provided is mostly relevant to
the client and ad, with little irrelevant or
unnecessary detail included. All elements
of the CLAMP framework have been
identified and the discussion is mostly
clear. Some elements of the framework
could be clearer or discussed in more
depth. At times, the CLAMP framework
could have been better integrated into
the overview. The purpose of the ad is
identified and is mostly clear, with some
justification of where/how this is apparent
in the ad. The identification of elements
and other visual components of the ad,
including media, is mostly clear.

Company and product details are
provided in a brief discussion. All
information provided is relevant to the
company and product, and necessary
to understand the ad. All elements of
the CLAMP framework have been
identified and the discussion is clear.
The CLAMP framework provides a
clear overview of the ad, rather than
being separate from the overview.
The purpose of the ad is identified and
is clear, with clear justification of
where/how this is apparent in the ad.
The identification of elements and
other visual components of the ad,
including media, is clear.
Company and product details are
provided in a brief and succinct
discussion. All information provided is
highly relevant to the company and
product, and essential to understanding
the ad. All elements of the CLAMP
framework are identified and clearly
discussed. The CLAMP framework
provides an effective and convincing
overview of the ad, rather than being
separate from the overview. Details of
the purpose of the ad are provided and
are clear and well thought out, with
clear justification of where/how this is
apparent in the ad. The identification of
elements and other visual components
of the ad, including media, is thoughtful
and clear.
0 – 9.9 10 – 12.9 13 – 14.9 15 – 16.9 17 – 20
Target
Audience
(20 marks)


A specific target audience is not
identified or is unclear. The
justification for the choice of
target audience is not provided
or is unclear.
Key insights relating to the
identified audience are not
provided or are unclear.
Insufficient detail has been
provided to demonstrate course
learning. The insights are not
drawn from secondary
research.

A target audience is identified but requires
significant refining, or multiple target
audiences have been identified without
adequate discussion of each group. The
justification for the choice of target
audience is provided but could be clearer,
including where/how the target audience is
apparent in the ad. Some insights relating
to the identified audience are provided.
However, these are either too general or
need to be more related to advertising
decisions (e.g. consumer behaviour and
media habits). Some of the insights are
drawn from secondary sources.
A specific target audience is identified but
requires some refining. If more than one
is identified, each target audience group
is adequately discussed but may require
some refining. The justification for the
choice of target audience is provided but
at times could be clearer, including
where/how the target audience is
apparent in the ad.
Insights relating to the identified audience
are provided but are at times either too
general or need to be more related to
advertising decisions (e.g. consumer
behaviour and media habits).
Most of the insights are drawn from
secondary sources.
A specific target audience is identified
and is clear. If more than one is
identified, it is apparent why more are
needed, and each target audience
group is adequately discussed. The
justification for the choice of target
audience is provided and is clear,
including where/how the target
audience is apparent in the ad. Key
insights relating to some of the
consumer behaviour and media habits
of the identified audience are provided
and are clear and relevant to
advertising decisions.
The insights are drawn from multiple
credible secondary sources.
A specific target audience is identified
and is clear. If more than one is
identified, it is very apparent why more
are needed, and each target audience
group is clearly discussed. The
justification for the choice of target
audience is provided and is
convincing, including clear reference to
where in the ad this is apparent.
Key insights relating to the consumer
behaviour and media habits of the
identified audience are provided and
are thoughtful, clear and relevant to
advertising decisions.
The insights are drawn from multiple
credible secondary sources.
ADVT7508 A1 Ad Critique Grading Rubric 2
FAIL (<4)
< 50%
PASS (4)
50 - 64.9%
CREDIT (5)
65 - 74.9%
DISTINCTION (6)
75 - 84.9%
HIGH DISTINCTION (7)
85 - 100%
0 – 9.9 10 – 12.9 13 – 14.9 15 – 16.9 17 – 20
Creative
Strategy
(20 marks)

Details of the message and
message strategy are not
provided or are unclear. Little to
no attempt has been made to
provide a justification for the
choices. Details of the appeal
and execution are not provided
or are unclear. Little to no attempt
has been made to provide a
justification for the choices.
Insufficient detail is provided, or
the discussions do not appear to
be based on course learning.
Details of the message and message
strategy are provided but they are either
not adequately discussed or too many
message strategies have been identified
without adequate discussion and/or
justification of each. Details of the appeal
and execution are provided but are either
not adequately discussed or too many
execution techniques are identified without
adequate justification and/or discussion,
and/or there is little consistency between
the identified message and the creative
decisions. Discussions are at times not
based on course learning.
Details of the message and message
strategy are provided but they either, or at
times either require additional detail, or
too many message strategies have been
identified and the justification for each
needed to be stronger. Details of the
appeal and execution are provided but
they either, or at times, require additional
detail or too many execution techniques,
the justification for each needs to be
stronger, and/or there is some
inconsistency between the identified
message and the creative decisions.
Discussions are mostly based on
course learning.


Key details of the message and
message strategy from course
resources are provided and have a
clear justification. Key details of the
appeal and execution are provided and
have a clear justification.
There is consistency between the
identified message strategy and the
creative decisions.
Discussions are based entirely on
course learning.


All key details of the message and
message strategy are provided in a
succinct discussion and are clearly and
thoughtfully justified. All key details of
the appeal and execution are provided
in a succinct discussion and are clearly
and thoughtfully justified. There is very
good consistency between the identified
message strategy and the creative
decisions. Discussions are strongly
based entirely on course learning.
0 – 14.9 15 – 19.4 19.5 - 22.4 22.5 – 25.4 25.5 - 30

Effectiveness
(30 marks)
Overall, the evaluation of the ad
is not provided or is unclear. A
statement of whether the ad is
effective or not, is not provided or
is unclear. The evaluation does
not appear to be based on
course learning. There is little or
no application of course theories.
There is an incomplete or absent
evaluation of the ad’s link to the
objectives, consumer insights,
creative strategy and media
strategy. The evaluation either
does not propose a change or
proposes one without
justification.
Overall, the evaluation of the ad is
provided but requires further clarity. A
statement of whether the ad is effective or
not is provided and is somewhat clear.
Some detail is provided to demonstrate
understanding of course content.
There are some attempts to apply course
theories. Some evaluation is provided for
aspects of the ad, including links to the
objectives, consumer insights, creative
strategy and media strategy, however more
coverage or depth is needed. There is
some inconsistency in the details provided
in the evaluation and those provided in
other assignment sections. The evaluation
proposes a change that is not well justified.

Overall, the evaluation of the ad is
provided and is mostly clear, but at times
require further clarity. A statement of
whether the ad is effective or not is
provided and is mostly clear. Sufficient
detail is provided to demonstrate an
understanding of course theories.
An adequate evaluation is provided for
aspects of the ad, including links to the
objectives, consumer insights, creative
strategy and media strategy. There is
some consistency in the details provided
in the evaluation and those provided in
other assignment sections. The
evaluation proposes a change that is
justified.

Overall, the evaluation of the ad is
provided and is clear. A statement of
whether the ad is effective or not is
provided and is clear.
Sufficient detail is provided to
demonstrate good understanding of
course theories. A clear and justified
evaluation is provided for aspects of
the ad, including links to the objectives,
consumer insights, creative strategy
and media strategy. There is good
consistency in the details provided in
the evaluation and those provided in
other assignment sections.
The evaluation proposes a change that
is well justified.
Overall, the evaluation of the ad is clear,
thoughtful and convincing. A very clear
statement of whether the ad is effective
or not is provided.
Sufficient detail is provided to
demonstrate a very good understanding
of course theories. A very clear,
detailed, convincing and well justified
evaluation is provided for aspects of the
ad, including link to the objectives,
consumer insights, creative strategy
and media strategy (all areas were
covered). There is very strong
consistency in the details provided in
the evaluation and those provided in
other assignment sections.
The evaluation proposes a change that
is extremely well justified.
ADVT7508 A1 Ad Critique Grading Rubric 3
FAIL (<4)
< 50%
PASS (4)
50 - 64.9%
CREDIT (5)
65 - 74.9%
DISTINCTION (6)
75 - 84.9%
HIGH DISTINCTION (7)
85 - 100%
0 – 4.9 5 - 6.5 6.6 - 7.5 7.6 - 8.5 8.6 - 10
Presentation,
Referencing
and Structure
(10 marks)
Communication is unclear.
Many issues with coherence,
consistency and/or flow.
Many spelling and/or
grammatical issues. The critique
does not adhere to the formatting
requirements. The critique is over
the 4- page maximum.

Note: if the report presents clear
communication and references
are formatted correctly but is
over the 4- page limit – zero will
be assigned for this section.




Communication is sometimes unclear.
Issues with coherence, consistency and/or
flow. Many spelling and/or grammatical
issues. The critique sometimes adheres to
the formatting requirements. The critique is
within the 4-page limit.




Communication is mostly clear. Some
issues with coherence, consistency and/or
flow. Some spelling and/or grammatical
issues. The critique mostly adheres to the
formatting requirements. The critique is
within the 4-page limit.




Communication is clear. Few issues with
coherence, consistency and/or flow.
Few spelling and/or grammatical issues.
The critique adheres to the formatting
requirements. The critique is within the 4-
page limit.




Communication is very clear. No issues
with coherence, consistency and/or
flow. No spelling and/or grammatical
issues. The critique always adheres to
the formatting requirements. The
critique is within the 4-page limit.
FINAL RESULT: /100
FINAL GRADE: /40%



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