Campaign Evaluation Form

August 25, 2008

Name of Campaign:



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?


2) Does it address the right target audience?


3) Is the key consumer benefit/core idea the most memorable and important element of the advertising?


4) Is the reason to believe the core idea clear and memorable?


5) Is the tone and manner appropriate?


6) Is the campaign going to fulfill the objective of the strategy statement or Creative Brief?


7) Will this campaign build the brand's business overnight? 


8) Is it single-minded in driving home one Big Idea? 


9) Is it simple or does it ask the consumer to work?


10) Is the idea memorable?


11) Can we "own" this idea for our brand?


12) Does this campaign idea work in many different media?


13) Does this campaign idea have longevity?



 Ideal Score: 130

Your Campaign's Score:


"Campaign Evaluation Form." ANA/Jane Maas. March, 2007.