Advertisement Evaluation Matrix

Resource Overview

A matrix to evaluate the effectiveness of advertising concepts.


Related Resources

Your Problem

You are looking to evaluate advertising concepts and need a structured way to evaluate your options.

Our Solution

We created the Advertisement Evaluation Matrix to provide you with a structured way to evaluate your advertising concept options. This evaluation tool considers the effectiveness of ad concepts based on:

  • Engagement
  • Credibility
  • Impression
  • Action-Oriented
  • Significance
  • Integrated
  • Brand Attribute (Service)
  • Brand Attribute (Quality)
  • Brand Attribute (Innovation)


This tool provides a structured format to evaluate your options. For background info, read our Executive Summary: Assess Advertising Concept Effectiveness


Key Benefits

  • a structured way to evaluate advertising concepts
  • offers a great, visual presentation of data points
  • saves 2 hours of writing/formatting


Microsoft Excel Spreadsheet

Estimated Time Required: 2 Hours

Skills Required: Marketing Analysis