Advertisement Evaluation Prepared for ___________ Delivered Date __________

1. Advertisement Evaluation Prepared for ___________ Delivered Date __________ Contact: Alexandra House 215.776.3357 ajhouse@houseandhoffman.com

2. Conditions • We have completed an Adprin Audit of your ad(s). The conditions were understood as follows: • Objectives: • Product: • Target Market: • Other:

3. Comparative Recommendation • If we are comparing two or more advertisements, here is the recommendation for which advertisement is likely to be more effective. • Advertisement A • Key Principles Applied Well: • Key Principles For Improvement: • Key Principles Violated: • Key Principles Ignored: • Advertisement B • Key Principles Applied Well: • Key Principles For Improvement: • Key Principles Violated: • Key Principles Ignored: • Here we outline what the clear advantages and disadvantages are for each advertisement and give our recommendation as to which should ultimately be employed and what improvements should be made prior to launch. Score 51 Score 68

4. Recommendations for Improvement • Here are our recommendations for improvement. This can be completed for both ads if comparing, or one ad if solely analyzing for improvement. • Violated Principles: • Recommended Action Steps: • Inexpensive changes based on strong evidence: • Substantive changes based on strong evidence • Substantive changes that require more thought, information or research: • Minor suggestions: • Overlooked Opportunities: • Recommended Action Steps: • Inexpensive changes based on strong evidence: • Substantive changes based on strong evidence • Substantive changes that require more thought, information or research: • Minor suggestions:

5. Mock up of Modified Ads • Given the above recommendations, here we show what the ad would look like given all changes that we recommend. In addition, we show the new index score. We were careful to retain the strengths of the original ads • Advertisement A • Advertisement B New Score 85 New Score 90

6. Mock up of Alternative Approach to Modified Ads • In some cases, it makes sense to start a clean slate use our creativity to apply the relevant principles for a new ad. This ad might be considered as another ad for the campaign. If necessary, our proposal is provided here. • Advertisement A • Advertisement B New Score 85 New Score 90

7. Pre-Testing of Ads • Based on a sample of xx participants, we obtained the following results on what actions people say they would take (Intent to Purchase/Participate). Some of the subjects saw the original ad, while others saw the revised ad – and, where relevant, some saw the ad based on an alternative approach. When the copy testing agrees with our Index, one gains confidence. When they disagree, it may be wise to do more research, split the ad media budget between the two ads, or make further modifications to the ad, such as by making only those changes that are based on strong evidence. • Intent to Purchase/Participate Original Ad • Intent to Purchase/Participate Modified Ad • Intent to Purchase/Participate Alternative Approach to Modified Ad Score 51 Score 68 Score 63