Advertising Effectiveness Evaluation by demandmetric

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									                                                                                                                Advertisement Evaluation Matrix

Instructions

Use this tool to evaluate new advertisements that you currently have in development.


1. In the "Advertisement Evaluation" tab, change the weighting for each evaluation criteria to suit your specific needs.


2. For each concept, rank the current potential of each product based on the scale provided for each parameter.


3. View the Totals at the bottom of the matrix to evaluate the overall potential for each product.


4. Evaluate which concept may be the most feasible, competitive, etc. in the current market.
                                                                                                  Advertisement Evaluation Matrix

Evaluation Criteria            Weight    Concept A     Concept B    Concept C                                 Notes

Engaging - Does the advertisement stop the reader and engage them to learn more about our offering?

Rate on a scale (1-10)           5%           7            8           10

Credibility - Does the advertisement make credible claims and back them up? Will your audience believe you?

Rate on a scale (1-10)          10%           2            7            7

Impression - Does the ad create a lasting impression? Would the ad be remembered in a future survey?

Rate on a scale (1-10)          15%           5            8            7

Action-Oriented - Does the advertisement have a strong, clear, and obvious call-to-action?

Rate on a scale (1-10)          10%          10            9            7

Significance - Does the advertisement promote features, advantages, and benefits that the target audience cares about?

Rate on a scale (1-10)          15%           2            7            9

Integrated - Is the advertisement part of an integrated, multi-channel, campaign that reflects our brand & core messaging?

Rate on a scale (1-10)           5%           7            5            7

Brand (Service) - How effectively does the advertisement promote our 'service' brand attribute?

Rate on a scale (1-10)          10%           7            7            5

Brand (Innovation) - How effectively does the advertisement promote our 'innovation' brand attribute?

Rate on a scale (1-10)          10%           7            8            7

Brand (Quality) - How effectively does the advertisement promote our 'quality' brand attribute?

Rate on a scale (1-10)          20%           7            9            7

Weighted Totals                100%         5.8           7.8          7.3

								
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