Campaign Evaluation Form
Name of Campaign:
Date:
Presenter:
Rate the following on a scale of 1 to 10 with 10 being the highest and 1 the lowest.
Questions For Consideration |
Score 1-10 |
1) Is the campaign on strategy or does it fulfill the creative brief? |
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2) Does it address the right target audience? |
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3) Is the key consumer benefit/core idea the most memorable and important element of the advertising? |
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4) Is the reason to believe the core idea clear and memorable? |
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5) Is the tone and manner appropriate? |
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6) Is the campaign going to fulfill the objective of the strategy statement or Creative Brief? |
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7) Will this campaign build the brand's business overnight? |
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8) Is it single-minded in driving home one Big Idea? |
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9) Is it simple or does it ask the consumer to work? |
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10) Is the idea memorable? |
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11) Can we "own" this idea for our brand? |
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12) Does this campaign idea work in many different media? |
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13) Does this campaign idea have longevity? |
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Ideal Score: 130 Your Campaign's Score: |
Source
"Campaign Evaluation Form." ANA/Jane Maas. March, 2007.