Integrated Advertising Project

Jour 435

 

Student: ____________________________

 

Student: ____________________________

 

 

 

Strategic Message Planner Grade             __________

                                                                        30 percent

 

Print Ad Grade                                              __________

                                                                        20 percent

 

Radio Script Grade                                       __________

                                                                        20 percent

 

TV Script Grade                                           __________

                                                                        20 percent

 

Production Grade                                         __________

                                                                        10 percent

 

 

                        Project Grade:                       __________

 

A+ = 13. A = 12. A- = 11. B+ = 10. B = 9. B- = 8. C+ = 7. C = 6. C- = 5. D+ = 4. D = 3. D- = 2. F = 1.

 

A grade of "A" generally indicates a professional IAP. A grade of "B" or "C" generally indicates a competent IAP. A grade of "D" or "F" generally indicates an incomplete IAP.

 

 

 

 

Terms Used on Grading Sheets

 

Incomplete:   Unacceptable. Not approaching professional quality.

 

Competent:   Almost professional. Almost ready to show client.

 

Professional: Ready to show client.


I.          Strategic Message Planner             SMP Grade: _____________                                                                                  

 

Incomplete

Competent

Professional

Comments

Client & Product Info

 

 

 

 

 

 

Target Audience

 

 

 

 

 

 

Product Benefits

 

 

 

 

 

 

Current Brand Image

 

 

 

 

 

 

Desired Brand Image

 

 

 

 

 

 

Direct Competitors & Brand Images

 

 

 

 

 

 

Indirect Competitors & Brand Images

 

 

 

 

 

 

Advertising Goal

 

 

 

 

 

 

Strategic Message

 

 

 

 

 

 

Supporting Benefits

 

 

 

 

 

 

Format

 

 

 

 

 

 

Grammar

 

 

 

 

 

 

Other

 

 

 

 

 

 

 

                                                           

A grade of "A" generally indicates a professional SMP. A grade of "B" or "C" generally indicates a competent SMP. A grade of "D" or "F" generally indicates an incomplete SMP. Please see reverse for more information.

 

Incomplete SMP

Competent SMP

Professional SMP

 

Not ready to show client, but revision could salvage. Needs copyediting. Needs revision in two or more of the following areas.

client/product information

  (may be sparse)

description of target

  audience (may be too

  general or too broad)

product benefits (may be

  sparse, inaccurate, generic)

current brand image (may

  be general or inaccurate)

desired brand image (may

  be too generic)

direct competitors and brand

  images (may be incomplete

  or lack accurate images)

indirect competitors and

  brand images (may be

  incomplete or lack accurate 

  images)

ad goal (may focus only on

  profits or sales)

strategic message (may not

  grow logically from previous

  research; may not fulfill ad

  goal and desired brand

  image; may not appeal to

  target)

supporting benefits (may not

  support strategic message)

Almost ready to show client. May need minor copyediting. Needs minor revision in one or two of the following areas.

client/product information

  (may be sparse)

description of target

  audience (may be too

  general or too broad)

product benefits (may be

  sparse, inaccurate, generic)

current brand image (may

  be general or inaccurate)

desired brand image (may

  be too generic)

direct competitors and brand

  images (may be incomplete

  or lack accurate images)

indirect competitors and

  brand images (may be

  incomplete or lack accurate 

  images)

ad goal (may focus only on

  profits or sales)

strategic message (may not

  grow logically from previous

  research; may not fulfill ad

  goal and desired brand

  image; may not appeal to

  target)

supporting benefits (may not

  support strategic message)

Ready to show client. Excellent in all 10 areas.

detailed, concise, relevant

  client and product

  information.

detailed, concise, relevant

  description of ad (not whole

  product) target audience.

detailed, concise, relevant

  description of product

  benefits.

concise, accurate current

  brand image.

concise, accurate desired

  brand image.

concise and accurate lists

  and descriptions of direct

  and indirect competitors,

  including brand images.

concise and accurate ad

  goal; goes beyond "to sell

  product and make money."

compelling strategic

  message; clearly grows from

  previous SMP portions.

compelling supporting

  benefits; effectively answer

  the "prove it" challenge to

  the strategic message.

 

                                                                                               

Definition of Terms for SMP

 


II.        Print Ad                                             Print Ad Grade: _______________                                                

 

Incomplete

Competent

Professional

Comments

Grammar

 

 

 

 

 

Headline(s)

 

 

 

 

 

Swing line

 

 

 

 

 

Body selling points

 

 

 

 

 

Zinger

 

 

 

 

 

Slogan

 

 

 

 

 

Image

 

 

 

 

 

Balance

 

 

 

 

 

Proportion

 

 

 

 

 

Sequence

 

 

 

 

 

Unity

 

 

 

 

 

Emphasis

 

 

 

 

 

On Message

 

 

 

 

 

Creativity

 

 

 

 

 

Other

 

 

 

 

 

 

 

A grade of "A" generally indicates a professional print ad. A grade of "B" or "C" generally indicates a competent SMP. A grade of "D" or "F" generally indicates an incomplete SMP. Please see reverse for more information.
Definition of Terms for Print Ad

 

 

Incomplete Print Ad

Competent Print Ad

Professional Print Ad

 

Revision is needed in two or more of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

headline (fails to work with

  visual, not compelling and/or

  lacks creativity)

swing line (absent or doesn't

  effectively provide a transition

  from headline to body copy)

body selling points

  (inaccurate, don't support

  strategic message and/or fail

  to follow SMP)

zinger (absent, lacks

  creativity, repeats headline or

  slogan and/or is off-message)

slogan (absent, lacks

  creativity, repeats headline or

  zinger and/or is off-message)

balance (placement of

  elements is ineffective)

proportion: (disproportionate

  size of various elements is

  ineffective)

sequence (eye isn't led

  effectively through the ad)

unity (various elements of the

  ad are misgrouped; don't

  work together)

emphasis (design fails to call

  attention to an important

  element)

 

 

 

Minor revision needed in at least one of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

headline (fails to work with

  visual, not compelling and/or

  lacks creativity)

swing line (absent or doesn't

  effectively provide a transition

  from headline to body copy)

body selling points

  (inaccurate, don't support

  strategic message and/or fail

  to follow SMP)

zinger (absent, lacks

  creativity, repeats headline or

  slogan and/or is off-message)

slogan (absent, lacks

  creativity, repeats headline or

  zinger and/or is off-message)

balance (placement of

  elements is ineffective)

proportion: (disproportionate

  size of various elements is

  ineffective)

sequence (eye isn't led

  effectively through the ad)

unity (various elements of the

  ad are misgrouped; don't

  work together)

emphasis (design fails to call

  attention to an important

  element)

 

Professional (ready-to-publish) quality in these categories:

 

strategic message: (follows

  SMP)

creativity (original and

  engaging)

grammar (any errors are

  made for effect)

headline (works with visual, 

  compelling, creative)

swing line (effectively

  provides a transition from

  headline to body copy)

body selling points (accurate,

  support strategic message,

  follow SMP)

zinger (creativity supplies

  closure; on message)

slogan (creative; on

  message)

balance (effective placement

  of elements)

proportion: (disproportionate

  size of various elements is

  effective)

sequence (eye is led

  effectively through the ad)

unity (various elements of the

  ad are grouped well; they

  work together)

emphasis (design calls

  attention to important 

  elements)

 

 

 

 

 


 

III.       Radio Script                                      Radio Script Grade: ______________                                                       

 

Incomplete

Competent

Professional

Comments

On Message

 

 

 

 

 

Creativity

 

 

 

 

 

Grammar

 

 

 

 

 

Format

 

 

 

 

 

Repetition of client/product

 

 

 

 

 

Conversational tone

 

 

 

 

 

Use of music and SFX

 

 

 

 

 

Content fits length

 

 

 

 

 

Understandable production directions

 

 

 

 

 

Other

 

 

 

 

 

 

A grade of "A" generally indicates a professional script. A grade of "B" or "C" generally indicates a competent script. A grade of "D" or "F" generally indicates an incomplete script. Please see reverse for more information.

 

 


Definition of Terms for Radio Script

 

 

Incomplete Radio Script

Competent Radio Script

Professional Radio Script

 

 

Revision is needed in two or more of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

format (doesn't follow two-

  column format -- not easy for

  producer to follow)

repetition of client/product name

  (fails to appear approximately 3

   times in each 30 seconds)

tone (lack of conversation tone

  becomes distracting)

music and SFX (use of music

  and sound effects are

  inappropriate: off-message

  choices, absent, and/or

  excessive)

content fits length (too much or

  too little content for the specified

  length)

understandable production

  directions (missing or cryptic

  instructions)

 

 

 

Minor revision needed in at least one of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

format (doesn't follow two-

  column format -- not easy for

  producer to follow)

repetition of client/product name

  (fails to appear approximately 3

   times in each 30 seconds

tone (lack of conversation tone

  becomes distracting)

music and SFX (use of music

  and sound effects are

  inappropriate: off-message

  choices, absent, and/or

  excessive)

content fits length (too much or

  too little content for the specified

  length)

understandable production

  directions (missing or cryptic

  instructions)

 

 

 

Professional (ready-to-produce) quality in these categories:

 

strategic message: (follows

  SMP)

creativity (original and

  engaging)

grammar (any errors are

  made for effect)

format (clear two-column presentation)

repetition of client/product name

  (appears approximately 3 times

   in each 30 seconds)

tone (engagingly conversational)

music and SFX (use of music

  and sound effects are

  appropriate: on-message,

  neither excessive or deficient)

content fits length (ideas and

  word count are appropriate for

  length)

understandable production

  directions (script is ready to give

  to producer)

 


IV.       TV Script                               TV Script Grade: _______________

 

Incomplete

Competent

Professional

Comments

On Message

 

 

 

 

 

 

Creativity

 

 

 

 

 

 

Grammar

 

 

 

 

 

 

Format

 

 

 

 

 

 

Repetition of client/product; shows product

 

 

 

 

 

 

Conversational tone

 

 

 

 

 

 

Hit and run writing

 

 

 

 

 

 

Use of music and SFX

 

 

 

 

 

 

Presence of establishing shot

 

 

 

 

 

 

Shot widths vary

 

 

 

 

 

 

 

Shot lengths vary

 

 

 

 

 

 

 

Content fits length

 

 

 

 

 

 

Understandable production directions

 

 

 

 

 

 

Other

 

 

 

 

 

 

A grade of "A" generally indicates a professional script. A grade of "B" or "C" generally indicates a competent script. A grade of "D" or "F" generally indicates an incomplete script. Please see reverse for more information.


Definition of Terms for TV Script

 

Incomplete TV Script

Competent TV Script

Professional TV Script

 

 

Revision is needed in two or more of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

format (doesn't follow two-

  column format -- not easy for

  producer to follow)

repetition of client/product name

  (fails to appear approximately 3

   times in each 30 seconds)

tone (lack of conversation tone

  becomes distracting)

hit and run writing (words don't

  coordinate well with images)

music and SFX (use of music

  and sound effects are

  inappropriate: off-message

  choices, absent, and/or

  excessive)

presence of establishing (script

  lacks an establishing shot)

shot widths vary (lack of variety

  among shot widths and/or

  presence of back-to-back wide

  shots and/or back-to-back

  medium shots)

shot lengths vary (lack of variety

  in shot lengths)

content fits length (too much or

  too little content for the specified

  length)

understandable production

  directions (missing or cryptic

  instructions)

 

 

 

Minor revision needed in at least one of these areas:

 

strategic message: (fails to

  follow SMP)

creativity (predictable;

  uninspired)

grammar (errors aren't made

  for effect)

format (doesn't follow two-

  column format -- not easy for

  producer to follow)

repetition of client/product name

  (fails to appear approximately 3

   times in each 30 seconds)

tone (lack of conversation tone

  becomes distracting)

hit and run writing (words don't

  coordinate well with images)

music and SFX (use of music

  and sound effects are

  inappropriate: off-message

  choices, absent, and/or

  excessive)

presence of establishing (script

  lacks an establishing shot)

shot widths vary (lack of variety

  among shot widths and/or

  presence of back-to-back wide

  shots and/or back-to-back

  medium shots)

shot lengths vary (lack of variety

  in shot lengths)

content fits length (too much or

  too little content for the specified

  length)

understandable production

  directions (missing or cryptic

  instructions)

 

 

 

Professional (ready-to-produce) quality in these categories:

 

strategic message: (follows

  SMP)

creativity (original and

  engaging)

grammar (any errors are

  made for effect)

format (clear two-column presentation)

repetition of client/product name

  (appears approximately 3 times

   in each 30 seconds)

tone (engagingly conversational)

hit and run writing (words

  coordinate well with images)

music and SFX (use of music

  and sound effects are

  appropriate: on-message,

  neither excessive or deficient)

presence of establishing (script

  has an effective establishing

  shot)

shot widths vary (effective

  variety among shot widths; no

  ineffective back-to-back wide

  shots and/or ineffective back-to-

  back medium shots)

shot lengths vary (effective

  variety in shot lengths)

content fits length (ideas and

  word count are appropriate for

  length)

understandable production

  directions (script is ready to give

  to producer)

 


V.        Production                             Production Grade: _____________                                                                        

 

Incomplete

Competent

Professional

Comments

Follows script

 

 

 

 

 

 

Sound levels

 

 

 

 

 

 

 

Narrative over lyrics?

 

 

 

 

 

 

Length

 

 

 

 

 

 

Stray sounds?

 

 

 

 

 

 

TV: Variation of shot

 widths, angles and

 lengths?

 

 

 

 

 

 

TV: Steady camera?

 

 

 

 

 

 

TV: Well-framed shots?

 

 

 

 

 

 

TV: Jump cuts or continuity errors?

 

 

 

 

 

 

Other

 

 

 

 

 

 

 

A grade of "A" generally indicates a professional production. A grade of "B" or "C" generally indicates a competent production. A grade of "D" or "F" generally indicates an incomplete production. Please see reverse for more information.

 


 

 

Definition of Terms for Production

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Incomplete Production

Competent Production

Professional Production

 

Revision is needed in two or more of these areas:

 

relation of production to

  script (significant variations)

voice (dysfunctional volume

  and/or narration over music

  vocals)

music/SFX (inappropriate

  levels or choice)          

sound clarity (distortion, 

  stray sounds)

sound levels (too loud, too

  quiet, or  too mismatched)

TV: Inadequate variation of

   shot angles

TV: Ineffective framing of

   shots

TV: Unsteady camera.

TV: Jump cuts or continuity

   errors

length of spot (too long or

  short)

 

Minor revision needed in at least one of these areas:

 

relation of production to

  script (minor variations)

voice (dysfunctional volume

  and/or narration over music

  vocals)

music/SFX (inappropriate

  levels or choice)          

sound clarity (distortion, 

  stray sounds)

sound levels (too loud, too

  quiet, or  too mismatched)

TV: Inadequate variation of

   shot angles

TV: Ineffective framing of

   shots

TV: Unsteady camera.

TV: Jump cuts or continuity

   errors

length of spot (too long or

  short)

 

Professional (ready-to-broadcast) quality in these categories:

 

relation of production to

  script (production follows

  and fulfills script)

voice (levels and no

  narration over music

  vocals)

music/SFX (appropriateness

  and levels)      

sound clarity (no

  distortion, no stray

  sounds)

sound levels

TV: Effective variation of

   shot angles

TV: Effective framing of   

   shots

TV: Steady camera.

TV: No jump cuts or

   continuity errors

length of spot (comfortably

   fits allotted time)

 

 

 

 

 

 

Please note: Assessment of shot widths and lengths occurs in the evaluation of the TV script.

 

 

 

 

 

Overall IAP Comments: