• This advertisement is for __________ (name of the company) that sells ___________ (product) to ____________ (target audience)
• What are the key message(s) communicated in the advertisement?
• Was this ad effective in convincing you to use the product? Why?
• Did you learn from the ad? Did it provide factual information or evoke an emotional response?
• Verbally what does the ad say or does it speak through visual appeal? How does the illustration demonstrate the product? Does the illustration attract attention (positive or negative?)
• What is the promise of benefit offered by the ads headline?
• What action does this ad tell readers to take?
• Would this ad be offensive or demeaning? If yes, why and to whom?
• What is the ROI ? (relevance, originality, and impact)
• Rate the ad on a scale of 1 to 10 in regards to overall composition of the ad (1 poor to 10 terrific) Is the ad award worthy? Why?