Ad Concept Evaluation Template

Instructions:
1. Use this tool to evaluate and compare the effectiveness of advertising concepts.

2. In the "Ad Evaluation" tab, customize the overall "Evaluation Criteria" and change the "Weighting" to suit your needs (make sure the "Weighting" adds to 100%).

3. Rank each potential "Concept" on a scale of 1-10 according to the pre-determined "Evaluation Criteria."

4. View the "Totals" at the bottom of the matrix to evaluate overall quality and select the "Concept" that meets or exceeds your requirements.

Ad Concept Evaluation Template Evaluation Criteria Weighting Concept A Concept B Concept C Notes

Engaging - Does the advertisement stop the reader and engage them to learn more about our offering?
Rate Engaging on a scale (1-10)

10%

10

None are intrusive enough

Credibility - Does the advertisement make credible claims and back them up? Will your audience believe you?
Rate Credibility on a scale (1-10)

10%

Service can be backed by SLA

Impression - Does the ad create a lasting impression? Would the ad be remembered in a future survey?
Rate Impression on a scale (1-10)

15%

Concept C is very memorable

Action-Oriented - Does the advertisement have a strong, clear, and obvious call-to-action?
Rate Action-Oriented on a scale (1-10)

15%

10

Needs to be more explicit

Significance - Does the advertisement promote features, advantages, and benefits that the target audience cares about?
Rate Significance on a scale (1-10)

10%

Concept B promotes FAB best

Integrated - Is the advertisement part of an integrated, multi-channel, campaign that reflects our brand & core messaging?
Rate Integrated on a scale (1-10)

10%

All concepts are well integrated

Brand (Service) - How effectively does the advertisement promote our 'service' brand attribute?
Rate Brand (Service) on a scale (1-10)

10%

Improve 'service' message

Brand (Innovation) - How effectively does the advertisement promote our 'innovation' brand attribute?
Rate Brand (Innovation) on a scale (1-10)

10%

Innovation is only implied

Brand (Quality) - How effectively does the advertisement promote our 'quality' brand attribute?
Rate Brand (Quality) on a scale (1-10)

10%

Quality message in A & C

Totals

100%

6.15

7.65

7.3

Improve Concept C before run