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Print Ad Rubric 
Rubric Code: F2342W7
By Jemily
Ready to use
Public Rubric
Subject: English  
Type: Assessment  
Grade Levels: 9-12

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  Excellent

400 pts

Good

3 pts

Fair

2 pts

Poor

1 pts

Headline

Excellent

- clearly delivers the complete message

-"grabs" the audience's full attention

- target audience apparent

- entices the reader into reading the body copy
Good

- Delivers most of the message

- :"grabs" the reader's attention

-draws the reader into the body copy

- targets an audience
Fair

- delivers half the message

-"grabs" little of the reader's attention

- minimally draws the reader into the body copy

- little evidence of targeting an audience
Poor

-doesn't deliver the message

-Does not draw the reader into the body copy

-Doesn't "grab" the reader's attention

- no clear target audience
Sub-headline

Excellent

- enhances, clarifies and expands upon theadline

- expertly brings out additional points that may not have fit into headline

- expertly serves as part of a "one-two punch" that begins with the headline
Good

- expands and/or clarifies the headline

- some success at bringing out some additional points that may not have fit into the headline
Fair

- attempts to expand upon/ clarify the headline and additional points that may not have been made with uneven success
Poor

- does not expand on, clarify or enhance the headline

- seemingly disconnected to the headline
Body Copy / Benefits & Features

Excellent

- body copy direct and powerful, appealing to several basic emotional needs (eg. live, love, bodily comfort, personal importance, sense enjoyment, etc.)

-- succeeds in promising to "follow through" on promises made in headline and/or sub-headline

- claims flow smoothly and exudes confidence
Good

-appeals to some basic emotional needs ( (eg. live, love, bodily comfort, personal importance, sense enjoyment, etc.)

- sufficient amount of benefits and features but may not be entirely "in tune" with tone of the headline

- follows through on claim(s) made in headline and/or sub-headline
Fair

- has some benefits and features but doesn't efficiently carry any power

- some substance but may have irrelevant information

- minimally "follows through" with promises made in headline and/or sub-headline
Poor

- no benefits and/or features listed

- may be long, dull and/or full of useless information
Closing Argument / Call to Action

Excellent

- strong ending inspiring a feeling of immediately / urgently "must have" or "must do"
Good

- ending leaves consumer interested and with a feeling that he/she is likely to recommend the product/ or seek the service
Fair

- "lukewarm" ending that leaves consumer with a feeling of :"meh" , "maybe" or "I guess" in terms of the possibility of purchasing or seeking service
Poor

- ending leaves consumer uninterested in or not wanting to buy the product at all
Visuals / Graphics

Excellent

- extremely visually appealing and creative

- neat, well planned lay-out and spacing

- strong adherence to the "science of color scheme"

- clearly a lot of effort put into the "total package"
Good

- appealing and legible

- does not feature cliches

- adheres to "science of color scheme"

- effort was made to arrange layout
Fair

- somewhat appealing but has some cliches

- bland color scheme or color scheme does not appear to follow the "science of color and emotion"

-- minimal effort into planning layout and spacing
Poor

- uses cliches and/ or is difficult to follow

- did not adhere to the "science of color scheme and emotion"

- poor spacing

- appears to have had little effort put into planning layout




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