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iRubric: Print Advertising rubric

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Print Advertising Rubric Code: CXX2445 By Thomas_McManus Ready to use Public Rubric Subject: Communication Type: Assessment Grade Levels: Undergraduate

AD/Rubric
	Exceeds expectations 4 pts	Meets expectations 3 pts	Approaches expectations 2 pts	Does not meet expectations 1 pts	N/A (N/A)
Consumer Insight	Exceeds expectations Powerfully persuasive insight with original and unconventional thinking. It acts as a springboard to superior creative ideas.	Meets expectations Thoughtful insight about consumer behavior that can drive a creative idea.	Approaches expectations Satisfactory and conventional insight.	Does not meet expectations Unoriginal and commonplace strategic insight which fails to drive the creative process.	N/A
Concept	Exceeds expectations Creative idea that is unexpected, thought provoking and original. A big idea which is capable of becoming a campaign.	Meets expectations Persuasive and thought provoking creative idea that brings to life the consumer insight.	Approaches expectations Acceptable creative idea based on strategic consumer insight.	Does not meet expectations Common creative idea that doesn't do justice to consumer insight.	N/A
Art Direction	Exceeds expectations Original and unexpected juxtaposition of art and copy. Superior production finish with attention to detail.	Meets expectations Art and copy work together with good production quality.	Approaches expectations Conventional pairing of art with copy. Production quality needs improvement.	Does not meet expectations Uninspiring pairing of art with copy. Production quality is poor.	N/A
Copywriting	Exceeds expectations Copy is inspired and plays off and supports the creative concept. (Sometimes the piece has only copy because it is so strong)	Meets expectations Copy is well written and conveys the strategic insight.	Approaches expectations Copy is acceptable but needs improvement.	Does not meet expectations Copy is poorly written and doesn't contribute to the creative concept in a meaningful way.	N/A
Design	Exceeds expectations Type, art and design are inspired and executed flawlessly.	Meets expectations Type, art and design are working together and execution is good.	Approaches expectations Type, art and design are working together but still need improvement.	Does not meet expectations Type, art and design are poorly executed.	N/A