5

4

2

1

Length

Exactly 30 seconds or one second short

A few seconds under

A little over

At least five seconds over or under

Volume

Sounds are appropriate in volume; words can be understood over sound effects

Most sounds are the right volume; overall could be a little louder or softer

Some parts are hard to hear or understand due to volume

Poor volume control is demonstrated

Sound Effects

Several sound effects are used that get your attention and go with the ad

Sound effects are used, but more could have been used to really create the environment

Few sound effects are used or several are used but do not contribute much to the ad

The ad consists mostly of talking and includes few, if any, sound effects

Actors

The voice of the actors matches the ad perfectly and gets the message across

The voice of the actors does not match the ad theme (can tell the actor is smiling when saying something mean)

The voice of the actors contains little enthusiasm

The voice of the actors contains no enthusiasm and/or sounds like reading rather than acting

Salience

Catchy jingle, song, slogan, and/or an appropriate form of propaganda is used.

Ad is ok, but it just lacks something. Does not grab the listener.

The ad does not help the listener remember the product.

I want to turn my radio---this ad doesn’t do anything for me.

Overall Impression

Excellent radio spot!

Pretty Good radio spot!

Average radio spot

Below average radio spot