Advertising Score Card

 

Start

 

 

Did the start generate a lean-in effect?

 

Create a vivid first mental image?

 

Does the First Mental Image link well?

 

Middle

 

Score out of 5                      ______________

 

Score out of 5                      ______________

 

Score out of 5                      ______________

 

What is the one thing?

 

Is the one thing presented as a compelling P.O.D?

 

End

 

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Score out of 10                     ______________

 

Is the call to action Singular and simple?

 

Can you picture the suggested action?

 

Before/After

 

Score out of 5                      ______________

 

 

Score out of 5                      ______________

 

Describe what you envision is a ‘before’ state customer for this business?

 

What is the ‘after’ state offering?

 

Context

 

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Was there skilful use of the word ‘you’?

 

Did the message come from the real world or just an ad?

 

Claims specific, believable, and substantiated?

 

 

Is there a framework basis for a series?

 

 

 

Score out of 5                      ______________

 

 

Score out of 5                      ______________

 

 

Score out of 5                      ______________

 

 

Score out of 5                     _______________

 

Total Score                           _______________