CET Checklist

Mostly for advertisers.

Here is the checklist, that you might want to use when you do the first rough evaluation of an ad or commercial. If one of the checkpoint fall below 0 in the left hand area of the eveluation scale you should not approve the ad or the commercial.

Follow the links to read more about the individual checkpoint.

Is this checklist useful at all? As any other checklist it is, but need to be aware of the fact that the results coming out of the checklist will never be better than the evaluations put into it. So if you don’t know much of communication in general, and advertising in special, you may want to start here

1. One Unified Impression.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

2. Dominant Mood.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

3. Visual and Verbal.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

4. The Simple Truth.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

5. Product of Consumer.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

6. The Right Consumer.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

7. Thoughts Worth Entertaining.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

8. Connotations.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

9. Gestalt factors.

Evaluation Scale: -3***-2***-1***0***+1***+2***+3

Good luck with it. If you need a more extensive explanation you may want to go here.