Media and Information Literacy

Advertising Copywriting and Production

MIDTERM EXAM - ADS UNSKIPPED: Ad Advertising Initiative
TYPE OF MEDIA: Print, Radio and Online
CLIENT: FEUHS - ________
TARGET AUDIENCE: INCOMING SHS AND THEIR PARENTS/GUARDIANS
SECTION AND AD AGENCY: ______________________

PRINT AD
CRITERIA 20-17 16-12 11-7 6-below

Content and Application of The Print Ad The Print Ad The Print Ad The Print Ad does not
concepts(20%) demonstrates demonstrates average demonstrates little demonstrate
exceptional level of level of understanding level of understanding understanding of the
understanding of the of the concept of the concept concept discussed in
concept discussed in discussed in the discussed in the the classroom. The Print
the classroom. The classroom. The classroom. The Print Ad was not powerful
students were able to students were able to Ad created was not and persuasive. The
create a powerful and create a powerful and that powerful and Print Ad gave no
persuasive visual persuasive visual persuasive.The Print amount of information
through excellent through good content. Ad gave a little the Target Audience
content. The Print Ad The Print Ad is amount of information need to know and
is very informative, somehow informative, the Target Audience believe.
comprehensible and comprehensible and need to know and
very relevant to the very relevant to the believe.
topics discussed in the topics discussed in the
classroom. classroom.
10-7 6-4 3-2 1

Creativity and Execution The Print Ad shows The Print Ad shows The Print Ad shows The Print Ad shows no
(10%) outstanding attention good attention to satisfactory attention professionalism,
to technicalities, technicalities, to technicalities, technicalities, details
elements and elements and elements and and very poor sense of
principles of design, principles of design, principles of design, creativity and no style.
details, creativity, and details, above average details, and poor sense The Print Ad is not
is done neatly. The creativity. However, of creativity and style. visually compelling.
Print Ad is very there were some errors The Print Ad is
presentable. in the Print Ad. somehow not visually
compelling.
RADIO AD
CRITERIA 20-17 16-12 11-7 6-below

Content and Application of The Radio Ad The Radio Ad The Radio Ad The Radio Ad does not
concepts(20%) exceptional level of demonstrates average demonstrates little demonstrate
understanding of the level of understanding level of understanding understanding of the
concept discussed in of the concept of the concept concept discussed in
the classroom. The discussed in the discussed in the the classroom. The
students were able to classroom. The classroom. The Radio Ad gave no
produce a realistic, students were students were able to amount of information
catchy, powerful and somehow able to produce an average the Target Audience
persuasive script Radio produce a realistic, Radio Ad. The Radio need to hear and
Ad. The Radio Ad is catchy, powerful and Ad gave a little believe.
clear and concise. persuasive Radio Ad. amount of information
The Radio Ad is quite the Target Audience
clear and concise. need to hear and
believe.
10-7 6-4 3-2 1

Creativity and Execution The Radio Ad shows The Radio Ad shows The Radio Ad shows The Radio Ad shows no
(10%) outstanding attention quite attention to somewhat attention to attention to
to technicalities, sound technicalities, sound technicalities, sound technicalities, sound
score, sound effects score, sound effects score, sound effects score, sound effects and
and creativity. The and creativity. There and has poor sense of has very poor sense of
Radio Ad is very were little editing creativity. The Radio creativity. The Radio Ad
audible and very errors and sound Ad exceeded allotted was very long and not
clearly recorded. glitches. time and there are totally attractive. The
sound bites that can be sound is not audible at
cut but not edited. The all.
audio was a little bit
distracting.
ONLINE AD
CRITERIA 20-17 16-12 11-7 6-below

Content and Application of The Online Ad The Online Ad The Online Ad The Online Ad does not
concepts(20%) presents exceptional presents average level presents little level of present understanding
level of understanding of understanding of understanding of the of the concept
of the concept the concept discussed concept discussed in discussed in the
discussed in the in the classroom. The the classroom. The classroom. The Online
classroom. The students were students were able to Ad veered away from
students were able to somehow able to produce an average the highlights or big
produce a realistic, produce a realistic, Online Ad. The Online idea chosen for the
catchy, powerful and powerful and Ad doesn’t embody the client.
persuasive script. The persuasive Online Ad. highlights or big idea
Online Ad absolutely The Online Ad chosen for the client.
embodies the somehow embodies
highlights or big idea the highlights or big
chosen for the client. idea chosen for the
client.
10-7 6-4 3-2 1

Creativity and Execution The Online Ad shows The Online Ad shows The Online Ad shows The Online Ad shows no
(10%) outstanding attention quite attention to the somewhat attention to attention to Audio-
to the Audio-Video Audio-Video lock and Audio-Video lock and Video lock and has very
lock and creativity. The creativity. There were has poor sense of poor sense of creativity.
Online Ad is with good little editing errors and creativity. The Online The Online Ad was very
lighting, good audio, sound glitches. The Ad exceeded allotted long and not totally
realistic set design and Online Ad is somehow time and there are attractive. The sound is
wardrobe. with good lighting, set clips that can be cut not audible at all.
design and wardrobe. but not edited. The
audio, light, set design
and wardrobe was a
little bit distracting.
CREATIVE BRIEF PRESENTATION
CRITERIA 5 4 3 2-below

Content and Application of The Creative Brief The Creative Brief The Creative Brief The Creative Brief does
concepts (5%) encapsulates somehow encapsulates encapsulates not encapsulate
exceptional level of exceptional level of exceptional level of understanding of the
understanding of the understanding of the understanding of the concept discussed in
concept discussed in concept discussed in concept discussed in the classroom. The
the classroom. The the classroom. The the classroom. The Creative Brief doesn’t
Creative Brief is Creative Brief is Creative Brief is not demonstrate as the
coherent and somehow coherent and coherent and doesn’t backbone of the Ads.
completely contains all contains some of the contain the needed
the needed needed information to information to execute
information to execute execute the Ads. the Ads.
the Ads.
5 4 3 2-below
Creativity and Execution The Creative Brief is The Creative Brief is The Creative Brief is The Creative Brief is not
(5%) highly presentable and above average somehow presentable. presentable. Design
professionally made. presentable. Design Design elements such elements such as
Design elements such elements such as as balance and colors balance and colors were
as balance and colors balance and colors were not executed as totally not executed as
were highly executed were somehow seen through the Ad seen through the Ad
as seen through the Ad executed as seen Agency logo and the Agency logo and the
Agency logo and the through the Ad Agency whole Creative Brief. whole Creative Brief.
whole Creative Brief. logo and the whole
Creative Brief.