How to evaluate advertising with R.O.I.:

Relevance, Originality, Impact.

ROI #1 is a three-point checklist that creatives and clients can use to evaluate advertising. You can grade ads on a 1 to 10 scale in each of the three areas.

Relevance.

What is it? It's how clearly the ad tells the reader how the product or service relates to their life, their problems, their opportunities.

It answers such questions as "Why should I read, pay attention to this ad?" Or, “What’s the reason I should buy or try?” Or, “What does the ad show or say that means something to me or my family?”

- Do use copy and visual styles that “talk to” the target audience in their visual and verbal language.

- Do not let “relevance” lead to “mediocrity.” Or doing what “everyone else does.”

Originality.

What is it? One definition: a break with traditional approaches in the product category that effectively engages viewers thoughts and feelings.

- Thumbs down on “that’s how everyone else does it.”

- Thumbs up on unexpected approaches that say what you want to say in a way it’s never been said before.

- For specific examples, see Classic and Contemporary Advertising Techniques.

Impact.

What is it? The stopping power of an ad, the ability to break through the clutter and grab the view by the eye, heart or mind.

In print, look for a strong dominant focal point, a visual bulls-eye. Or “never-seen-that-before” layout or visual style.

On TV, start with a bang, or a strong emotional hook.

Thumbs up: Concepts - headlines and visuals - that “snap” the idea quickly, clearly, and interestingly:

Thumbs down: Nothing that reaches out and grabs, shouts, begs, embraces, smiles, or dances.

Tip: Think “Off the screen.” Because just putting a message where no one expects it can have enormous impact.

How to score:

Score campaigns in each area - R O I - on a scale of 1 to 10.

- Set minimum scores for acceptable work.

- The first few scores can establish a benchmark for a particular creative team or agency.

- Use results as a development tool to identify areas for improvement. A creative team that consistently scores high in Relevance but low on Impact should focus on improving the impact of their work.