Print ads are evaluated according to the following criteria:

CONCEPT

a.  Does the ad convey the major selling proposition effectively?

b.  Does the concept focus on the product or service that is being promoted?

c.  Does the reader understand the concept without having to read the whole ad?

VISUAL ELEMENTS

a.  Do visual elements gain the reader's attention by providing something attractive, new or unusual?

b.  Does the visual relate to the headline and the copy?

c.  Is the visual appropriate for the target market?

d.  Does the visual communicate appropriate information about the product or service being advertised?

HEADLINE

a.  Does it select the target market?

b.  Does it attract the readers' interest?

c.  Does it work with the visual to draw readers into the copy?

d.  Does it identify the product, service, or company?

BODY COPY

a.  Is it interesting?

b.  Is it written in engaging language?

c.  Is it broken up into readable paragraphs?

d.  Does it link with the headline and visual elements of the ad?

e.  Does it provide adequate information about the product or service?

f.  Does it identify the company?

g.  Does it give the reader a reason for taking action?

LOGO ELEMENTS

a.  Is the logo prominent?

b.  Is the package or product shown?

OVERALL EVALUATION

Is the style and tone of ad appropriate for what is being advertised and the target market?