DPW REV 1.1i
EXCELLENCE
Excell
V-Good
Unacc
10-to-0 RATING
YES-NO
DOLLARS COST
DOLLARS PROFIT
MAX-to-0 NUMBER
0-to-MAX NUMBER
RANKED
COMMENT
ADVERTISING QUALITY CONTROL CHECKLIST
John Egley -- Business Marketing -- June, 1987
This is an advertising evaluation model taken (with permission) from the magazine article
 "A Quality Control Checklist for Business-to-Business Print Ads" by John Egley in Business Marketing of June 1987.  His article gives the background on the model and its use.  
Mr. Egley can be reached at (314) 968-3631.
It took under an hour with DECISION PAD to enter the criteria and weights, then evaluate the two ads.
Ad 14
Ad 21
MUST HAVE
One Clear Message
Addresses User Need
Invites the Reader
Clean, Simple Layout
Essentials Only
Orderly Path Thru Ad
Black-on-white Body
Schoolbook Typeface
Short Lines
Body Copy Horizontal
Who and What Clear
            OVERALL:
Relevant Visual
Attention Arresting
Help Deliver Message
          VISUAL(S):
Selects the Audience
Incentive to Read on
Lower Case+Std Caps
           HEADLINE:
Delivers on Headline
Straight to Point
Clear, Simple Lang
User-Oriented
Logical Sequence
No Self-Serving Verb
Claims Supportable
End @ Call to Action
          BODY COPY:
SCORE