Technical errors, such as grammar, spelling, and punctuation mistakes should count off twice as much as previous assignments. In general, ad writing assignments are shorter and there is much less excuse for errors. Such errors are not tolerated in the advertising profession. Students should also use AP style unless there are compelling reasons to deviate from it. In addition, you should look for the following items in grading ad writing assignments:
Clarity - Are ideas expressed clearly: Do the words used have double meanings; Is the assignment full of compound and complex, rather than Simple Sentences; Has the writer tried to pack too many ideas into a sentence? For lack of clarity, count off up to 15 points per sentence.
Word precision - Are words used precisely for what they mean? Count off 5 points for lack of precision.
Redundancy - Are more words used than necessary; Are sentences written concisely, tightly? (Remember, redundancy and repetition are different. There may be room for some repetition in ad copy, although students should be careful in using repetition.) Count off 10 points for redundancy.
Problem solving - Does the copy deal with the advertising problem which has been identified before the copy was written? (Sometimes these problems can be discussed in class; at other times, the students may decide individually what the ad problem is. In any case, a problem should be in the student’s mind before the copy is begun.) Count off up to 20 points when the advertising problem is not clearly addressed.
Seriousness and good taste - An ad may be light-hearted, whimsical or humorous, but it should always have a serious purpose. An advertiser does not want to pay for an ad that offends a substantial number of people—even people who may not be potential customers. Count off up to 30 points for ads which have flippant approaches or lapses in good taste.
Benefits and appeals - does the ad contain a clearly identifiable appeal, explicitly or implicitly stated? Is this appeal appropriate to the product, advertising problem and audience? Count off up to 25 points when this does not occur.
Simplicity - Ad should have a simple approach and theme. An ad should not contain too many ideas or too much information so that readers or viewers are confused. Count off up to 25 points for ads that are complex.
Media-appropriateness - Are print ads written to be read silently? Are broadcast ads written for the ear? Many of the same differences between print and broadcast news apply to advertising. Count off up to 20 points for ads written in an inappropriate way.
Extras
- Sample syllabus
- Notes on grading writing assignments
- Notes on grading advertising copywriting assignments
- Handling graduate teaching assistants
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