MED3053 PEMBANGUNAN DAN PENYELIDIKAN PROJEK

GRADING RUBRIC FOR ADVERTISING CAMPAIGN PROJECT

NAME: PROJECT TITLE:

LEVEL OF ASSESSMENT: SECTION A (PROPOSAL)

1-2 3-4 5-6 7-8
CRITERIA SCORE
INCOMPLETE BELOW STANDARD MEET STANDARD EXCEED STANDARD
Your background history on You have little background on Your paper shows an Your paper shows a clear
the client is incomplete. your client or their advertising understanding of your client, understanding of your client and
history. but little background or their past advertising history
RESEARCH/ previous examples of ads are with examples described. Goals
BACKGROUND given of the campaign are clearly
expressed.
COMMENT:

Incomplete and does not Comprehensive is not The comprehensive is done The creative brief is specific. It
represent the ideas of the completely thought through. well, but one or two key pieces defines target audience, tone,
project/item. Some parts are not neat are missing. The model is key message and all principle
and/or orderly. thought out but may not elements of the campaign
CREATIVE BRIEF completely express your objectives
product.
COMMENT:

The project does not address The project contains a minimal The project contains an The project contains a
the logical thought behind explanation of the strategy adequate explanation of the persuasive, logical explanation of
the campaign strategy the strategy behind the
RATIONALE campaign idea
COMMENT:

The campaign shows little
evidence of logical scheduling
or does not mention
schedule at all.
MEDIA PLANNING
COMMENT:
The campaign seems
weak in the media vehicles
chosen, timing or placement
The campaign is composed of
creative concepts expressed in
media vehicles that might
reach target. Scheduling plan
seems somewhat incomplete
or contains inconsistencies
The campaign is composed of
original creative designs using
proper media vehicles to reach
target audience.
Scheduling plan and sequence is
logical

The project is incomplete
lacking one or more
ATTRACTTIVENESS/ components of the
MECHANICS/GRAMMAR assignment
COMMENT:
The project is adequately The project is acceptably The project is exceptionally
prepared with little attention attractive in terms of design, attractive in terms of design,
in terms of design, layout, layout, and neatness. layout, formats, neatness,
neatness, grammar mechanics and grammar

TOTAL SCORE (40 MARK)

 LEVEL OF ASSESSMENT: SECTION B (ARTWORK/AD CAMPAIGN)
1-2 3-4 5-6 7-8
CRITERIA SCORE
INCOMPLETE BELOW STANDARD MEET STANDARD EXCEED STANDARD
No inquiry, no evidence of Low level of inquiry, minimal Basic level of inquiry; High level of inquiry; actively
originality or idea effort in generating or generated basic ideas and generated original ideas related
ORIGINALITY & development. developing ideas. applied them to task. to task.
CREATIVITY COMMENT:

Your ads show little evidence
of understanding of the
elements and principles of
design; no evidence of
planning or effort.
ADS
COMMENT:
Your ads show lack of planning
and little evidence that an
overall composition was
planned. Your point is
represented but with design
errors or lack of consistency of
design
Your ads showed that you
applied the principles of design
but the overall concept may
not be fully developed.
Corrections needed in either
design or media vehicles used
Your big idea is represented.
Your ads showed creativity and
an awareness of the principles of
design. Your overall concept is
clearly expressed through all
ads.

Has very little visual impact. Some parts of the poster have Good visual impact. Attractive Extremely attractive and eye
visual impact. and eye catching. catching. Has the ‘wow’ factor.
VISUAL IMPACT COMMENT:

The ad campaign imparts
some information. However
the poster has no real
MESSAGE STRENGTH purpose.
COMMENT:
The poster imparts a point of The poster imparts a very clear The poster imparts a powerful
view or information outline. point of view or information point of view or information
However the poster’s purpose outline. The poster’s purpose outline. The poster’s purpose can
cannot be clearly understood. can be understood. be immediately understood.

Imperfections in the work are
noticeable and distracting.
QUALITY OF WORK
COMMENT:
Work has imperfections that Work may have slight Work has no evident of
create minor distractions. imperfections, but they are not imperfections. Work is clean and
immediately obvious. neat.

TOTAL SCORE (40 MARK)


1 2
CRITERIA
POOR
Student is unable to be heard,
is unrehearsed, and/or reads
directly off the board.
ORAL
PRESENTATION
COMMENT:
Student slouches throughout
presentation, avoids eye
contact with audience and/or
appears bored or uninterested.
BODY LANGUAGE
COMMENT:
LEVEL OF ASSESSMENT: SECTION C (PRESENTATION)
3 4 5
SCORE
FAIR AVERAGE GOOD EXCELLENT
Student is difficult to Student is able to be heard, Students projects and speaks Student projects voice
understand, demonstrates displays evidence or clearly, displays effort at clearly and
little rehearsal, and/or rehearsal, and occasionally rehearsal, and rarely reads off authoritatively, displays
deviates little from the reads off the board. the board. great effort at
board. rehearsals, and does not
read off the board.
Student sometimes slouches Student stands and Student stand authoritatively Student commands
during presentation, makes presents, attempts to make for entire presentation attention, maintains eye
little eye contact with eye contact with audience maintains eye contact with contact and interest of
audience and/or is not fully and is engaged with the audience and shows strong audience, and shows
engaged. material. interest in material. deep interest and
engagement with
material.
TOTAL SCORE (10 MARK)