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Title Page1 mark1.5 marks2.5 marks
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Missing slogan. Logo hard to understand. Visuals unclear. logo too small, organized a little awkwardly or small formatting issues. More than one slide (should be one slide).Logo and slogan included. Positioned prominently and organized (no formatting issues). Max one slide.
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Introduction1 mark1.5 marks2.5 marks
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Missing statistic, quote, picture, video. Vague written work. Statistic, quote, picture, video is used but only mildly interesting / capturing. Well under or over 5 sentences but still clearly written. Statistic, quote, picture, video captures viewers attention. The more bold, the better. Introdution no more than 5 sentences and is clear, logical and concise.
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Target audience & objectives: 1 or fewer marks1.5 marks2.5 marks
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Missing target market and /or mission statement. Target market is identified but too general or not realisitc. Mission statement is included but vague / unclear. Realistic target market identified (only needs to be about two sentences). Company purpose or mission statement included. Max two slides.
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Product / service description: 1 or fewer marks1.5 marks2.5 marks
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Description shows lack of understanding of product / service. Description is vague but product / service is laid out in a complete manner. May sound a bit promotional. Clear and comprehensive description. Objective (not trying to promote the product / service).
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Current advertising / PR strategyLess than 66 to 89 to 10
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Only a FEW or SOME of following are described, and / or descriptions are hard to understand: Where are they advertising? (locally / nationally / globally) Through what channels? What is their aesthetic, or style? Critically analyzing the strategy: What has worked? What hasn’t? Why? Strategy is mostly described with parts missing and/or vagueness. MOST of the following are included: Where are they advertising? (locally / nationally / globally) Through what channels? What is their aesthetic, or style? Critically analyzing the strategy: What has worked? What hasn’t? Why? Strategy is described comprehensively and accurately. Objective and professional perspective. ALL the following are included: Where are they advertising? (locally / nationally / globally) Through what channels? What is their aesthetic, or style? Critically analyzing the strategy: What has worked? What hasn’t? Why?
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Competitors’ advertising strategyLess than 66 to 89 to 10
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ONE or TWO competitors' advertising strategies are described. Relevant information is highlighted. FEW or SOME of the following are included: Where are they advertising? (locally / nationally / globally) How / through what channels? What is their aesthetic, or style? (and how appropriate is that aesthetic for their target audience?) Compare competitor strategies to your company.TWO or THREE competitors' advertising strategies are described. Relevant information is highlighted. MOST of the following are included: Where are they advertising? (locally / nationally / globally) How / through what channels? What is their aesthetic, or style? (and how appropriate is that aesthetic for their target audience?) Compare competitor strategies to your company.THREE competitors' advertising strategies are described. Relevant information is highlighted. ALL the following are included: Where are they advertising? (locally / nationally / globally) How / through what channels? What is their aesthetic, or style? (and how appropriate is that aesthetic for their target audience?) Compare competitor strategies to your company.
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Proposed strategiesLess than 66 to 89 to 10
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ONE or TWO channels are listed but of rough draft quality. Ideas are described simply and are predictable. TWO channels are described in good detail. Ideas show moderate creativity. You describe in detail what the ads would contain, but there is only one basic sample (or none at all). THREE channels are described in detail and clearly. Social media, and two others.

Ideas are highly original. Samples of your ad are provided and are creative, controversial, or both.

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AIDA:Less than 33 to 44.5 to 5
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There is a basic link between your strategies and how they achieve AIDA. The link between ads and AIDA is well established but Desire and Action are only moderately convincing. Your ad strategies clearly and confidently link AIDA, especially Desire and Action.
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Laws / codesLess than 33 to 44.5 to 5
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One or two laws and/or codes from The Competition Act and the ASC’s Code are clearly stated. One example may or may not be given, of how you might break the laws / codes. You discuss of how your ad strategies would be more (or less) successful as a result, but ideas remain undeveloped or are vague. The discussion focuses on one or two of the following: effect on sales (in short and longer run), reputation, and legal consequences. Two to three laws and/or codes from The Competition Act and the ASC’s Code are clearly stated. You give a total of one or two examples of how you might break the laws / codes. You discuss of how your ad strategies would be more (or less) successful as a result, but ideas remain undeveloped or are vague. The discussion focuses on some of the following: effect on sales (in short and longer run), reputation, and legal consequences. Three laws and/or codes from The Competition Act and the ASC’s Code are clearly stated. Three examples in total of how you might break each law/code AND you logically discuss how your ad strategies would be more (or less) successful as a result. The discussion focuses on all the following: effect on sales (in short and longer run), reputation, and legal consequences.
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