FAIL (<4) PASS (4) CREDIT (5)
< 50% 50 - 64.9% 65 - 74.9%
Some brief company and product
information is provided. There is some
Company and product
relevance of the information provided
information is not provided
to the company and ad but the section
and/or information included
is too brief or too detailed. All
is not relevant to the
elements of the CLAMP framework
company and ad. Little or no
have been identified and the
identification of CLAMPs
discussion is somewhat clear.
Overview of Ad within ad, or some elements
However, the CLAMP framework could
(5 marks) of the CLAMP framework are
have been better integrated into the
missing. The purpose of the
overview. The purpose of the ad is
ad is not identified or the
identified and is somewhat clear. Little
identified purpose is unclear.
or no justification is given for
Little or no identification of
where/how this is apparent in the ad.
elements and other visual
The identification of elements and
components of the ad.
other visual components of the ad is
somewhat clear.
A target audience is identified but
requires significant refining, or
A specific target audience is
multiple target audiences have been
not identified or is unclear.
identified without adequate discussion
The justification for the
of each group. The justification for the
choice of target audience is
choice of target audience is provided
not provided or is unclear.
but could be clearer, including
Key insights relating to the
Target Audience where/how the target audience is
identified audience are not
(5 marks) apparent in the ad. Some insights
provided or are unclear.
relating to the identified audience are
Insufficient detail has been
provided. However, these are either
provided to demonstrate
too general or need to be more related
course learning. The insights
to advertising decisions (e.g. consumer
are not drawn from
behaviour and media habits). Some of
secondary research.
the insights are drawn from secondary
sources.
DISTINCTION (6)
75 - 84.9%
Company and product details are
provided in a brief discussion. The
information provided is mostly
relevant to the client and ad, with
little irrelevant or unnecessary detail
included. All elements of the CLAMP
framework have been identified and
the discussion is mostly clear. Some
elements of the framework could be
clearer or discussed in more depth.
At times, the CLAMP framework
could have been better integrated
into the overview. The purpose of
the ad is identified and is mostly
clear, with some justification of
where/how this is apparent in the ad.
The identification of elements and
other visual components of the ad is
mostly clear.
A specific target audience is
identified but requires some refining.
If more than one is identified, each
target audience group is adequately
discussed but may require some
refining. The justification for the
choice of target audience is provided
but at times could be clearer,
including where/how the target
audience is apparent in the ad.
Insights relating to the identified
audience are provided but are at
times are either too general or need
to be more related to advertising
decisions (e.g. consumer behaviour
and media habits. Most of the
insights are drawn from secondary
sources.
HIGH DISTINCTION (7)
85 - 100%
Company and product details are
provided in a brief and succinct
Company and product details are
discussion. All information provided
provided in a brief discussion. All
is highly relevant to the company
information provided is relevant to
and product, and essential to
the company and product, and
understanding the ad. All elements
necessary to understand the ad. All
of the CLAMP framework are
elements of the CLAMP framework
identified and clearly discussed. The
have been identified and the
CLAMP framework provides an
discussion is clear. The CLAMP
effective and convincing overview
framework provides a clear
of the ad, rather than being
overview of the ad, rather than
separate from the overview. Details
being separate from the overview.
of the purpose of the ad are
The purpose of the ad is identified
provided and are clear and well
and is clear, with clear justification
thought out, with clear justification
of where/how this is apparent in
of where/how this is apparent in
the ad. The identification of
the ad. The identification of
elements and other visual
elements and other visual
components of the ad is clear.
components of the ad is thoughtful
and clear.
A specific target audience is
A specific target audience is
identified and is clear. If more than
identified and is clear. If more than
one is identified, it is very apparent
one is identified, it is apparent why
why more are needed and each
more are needed and each target
target audience group is clearly
audience group is adequately
discussed. The justification for the
discussed. The justification for the
choice of target audience is
choice of target audience is
provided and is convincing,
provided and is clear, including
including clear reference to where
where/how the target audience is
in the ad this is apparent. Key
apparent in the ad. Key insights
insights relating to the consumer
relating to some of the consumer
behaviour and media habits of the
behaviour and media habits of the
identified audience are provided
identified audience are provided
and are thoughtful, clear and
and are clear and relevant to
relevant to advertising decisions.
advertising decisions. The insights
The insights are drawn from
are drawn from multiple credible
multiple credible secondary
secondary sources.
sources.
 FAIL (<4)
< 50%
Details of the message and
message strategy are not
provided or are unclear. Little
to no attempt has been made
to provide a justification for
the choices. Details of the
Creative
appeal and execution are not
Strategy
provided or are unclear. Little
(5 marks)
to no attempt has been made
to provide a justification for
the choices. Insufficient detail
is provided or the discussions
do not appear to be based on
course learning.
The evaluation of the ad is
not provided or is unclear. A
statement of whether the ad
is effective or not is not
provided or is unclear.
Insufficient detail is provided
or the evaluation does not
Evaluation appear to be based on course
(8 marks) learning. There is little or no
application of theories from
the communication process
and/or consumer behaviour
and empowerment to justify
the evaluation. Little or no
other evaluation is provided
for other aspects of the ad.
PASS (4)
50 - 64.9%
Details of the message and message
strategy are provided but they are
either not adequately discussed or too
many message strategies have been
identified without adequate discussion
and/or justification of each. Details of
the appeal and execution are provided
but are either not adequately
discussed or too many execution
techniques are identified without
adequate justification and/or
discussion, and/or there is little
consistency between the identified
message and the creative decisions.
Discussions are at times not based on
course learning.
The evaluation of the ad is provided
but requires further clarity. A
statement of whether the ad is
effective or not is provided and is
somewhat clear. Some detail is
provided to demonstrate
understanding of course content.
There is some attempt to apply
theories from the communication
process and/or consumer behaviour
and empowerment to justify the
evaluation. However, the application is
based on general topics rather than
specific theories, and/or too many
theories are discussed without
sufficient detail for each, and/or at
times, the course terminology is used
without adequate discussion to
demonstrate understanding. Some
evaluation is provided for other
aspects of the ad. There is some
inconsistency in the details provided in
the evaluation and those provided in
other assignment sections.
CREDIT (5)
65 - 74.9%
Details of the message and message
strategy are provided but they either,
at times, require additional detail or
too many message strategies have
been identified and the justification
for each needs to be stronger. Details
of the appeal and execution are
provided but they either, at times,
require additional detail or too many
execution techniques, the
justification for each needs to be
stronger), and/or there is some
inconsistency between the identified
message and the creative decisions.
Discussions are mostly based on
course learning.
The evaluation of the ad is provided
and is mostly clear, but at times
require further clarity. A statement
of whether the ad is effective or not
is provided and is mostly clear.
Sufficient detail is provided to
demonstrate understanding of
course content. Theories from the
communication process and/or
consumer behaviour and
empowerment are applied to the ad
to justify the evaluation. However,
the application is based on theories
that are discussed without sufficient
or specific detail and discussion for
each. More detail (application) is
required to demonstrate
understanding. An evaluation is
provided for other aspects of the ad.
There is some consistency in the
details provided in the evaluation
and those provided in other
assignment sections.
DISTINCTION (6) HIGH DISTINCTION (7)
75 - 84.9% 85 - 100%
All key details of the message and
Key details of the message and
message strategy are provided in a
message strategy from course
succinct discussion and are clearly
resources are provided and are
and thoughtfully justified. All key
have a clear justification. Key
details of the appeal and execution
details of the appeal and execution
are provided in a succinct
are provided and have a clear
discussion and are clearly and
justification. There is consistency
thoughtfully justified. There is very
between the identified message
good consistency between the
strategy and the creative decisions.
identified message strategy and the
Discussions are based entirely on
creative decisions. Discussions are
course learning.
based entirely on course learning.
The evaluation of the ad is clear,
The evaluation of the ad is
thoughtful and convincing. A very
provided and is clear. A statement
clear statement of whether the ad
of whether the ad is effective or
is effective or not is provided.
not is provided and is clear.
Sufficient detail is provided to
Sufficient detail is provided to
demonstrate very good
demonstrate good understanding
understanding of course content.
of course content. Specific theory
Specific theory from the
from the communication process
communication process and/or
and/or consumer behaviour and
consumer behaviour and
empowerment is applied to the ad
empowerment is applied to the ad
to justify the evaluation. Each
to strongly justify the evaluation.
theory included is discussed in
The application of each theory is
enough depth to provide a clear
clear, detailed, convincing and
evaluation of the ad, and to
strongly justified, and demonstrates
demonstrate understanding of the
strong understanding of the theory.
theory. A clear evaluation is
A very clear and concise evaluation
provided for other aspects of the
is provided for other aspects of the
ad. There is good consistency in the
ad. There is very good consistency
details provided in the evaluation
in the details provided in the
and those provided in other
evaluation and those provided in
assignment sections.
other assignment sections.
 FAIL (<4)
< 50%
Communication is unclear.
Many issues with coherence,
consistency and/or flow.
Communication,
Many spelling and/or
Referencing and
grammatical issues. The
Format
critique does not adhere to
(2 marks)
the formatting requirements.
The critique is over the 3-
page maximum.
PASS (4)
50 - 64.9%
Communication is sometimes unclear.
Issues with coherence, consistency
and/or flow. Many spelling and/or
grammatical issues. The critique
sometimes adheres to the formatting
requirements. The critique is within
the 3-page limit.
CREDIT (5)
65 - 74.9%
Communication is mostly clear. Some
issues with coherence, consistency
and/or flow. Some spelling and/or
grammatical issues. The critique
mostly adheres to the formatting
requirements. The critique is within
the 3-page limit.
DISTINCTION (6)
75 - 84.9%
Communication is clear. Few issues
with coherence, consistency and/or
flow. Few spelling and/or
grammatical issues. The critique
adheres to the formatting
requirements. The critique is within
the 3-page limit.
HIGH DISTINCTION (7)
85 - 100%
Communication is very clear. No
issues with coherence, consistency
and/or flow. No spelling and/or
grammatical issues. The critique
always adheres to the formatting
requirements. The critique is within
the 3-page limit.