Distinguished - Paper is logically organized with a well-written introduction, thesis statement, and conclusion.

Proficient - Paper is logically organized with an introduction, thesis statement, and conclusion.  One of these requires improvement.

Basic - Paper is organized with an introduction, thesis statement, and conclusion. One or more of the introduction, thesis statement, and/or conclusion require improvement.

Below Expectations -Paper is loosely organized with an introduction, thesis statement, and conclusion. The introduction, thesis statement, and/or conclusion require much improvement.

Non-Performance - The introduction, thesis statement, and conclusion are either nonexistent or lack the components described in the assignment instructions.

Distinguished -Provides a clear and focused description of all the characteristics of the persuader.

Proficient -Provides a description of all the characteristics of the persuader. Some relevant details may be missing.

Basic -Describes the characteristics of the persuader, but does not discuss the factors that influence our ability to be persuaded by someone.

Below Expectations - Attempts to describe the characteristics of the persuader but does not discuss the factors that influence our ability to be persuaded by someone. Many relevant details are missing.

Non-Performance -The description is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Thoroughly and exceptionally discusses the characteristics of the message. 

Proficient - Discusses the characteristics of the message. Some relevant details may be missing. 

Basic - Briefly discusses the characteristics of the message, but does not  describe the influence of the attributes inherent in persuasive messages.

Below Expectations - Attempts to discuss the characteristics of the message, but does not describe the influence of the attributes inherent in persuasive messages. Many relevant details are missing.

Non-Performance - The discussion is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Offers a thorough and comprehensive examination of the characteristics of the audience.

Proficient -Offers an examination of the characteristics of the audience. Some relevant details may be missing.

Basic - Offers an adequate examination of the characteristics of the audience, and/or does not discuss why different audiences perceive messages in different ways.

Below Expectations -Attempts to offer an examination of the characteristics of the audience, but does not discuss why different audiences perceive messages in different ways. Many relevant details are missing.

Non-Performance -The examination is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Exceptionally thorough and clear explanation of how the e-word of mouth phenomena illustrates the concepts.

Proficient - Explains how the e-word of mouth phenomena illustrates the concepts.

Basic - Sufficient explanation of how the e-word of mouth phenomena illustrates the concepts, but relevant details regarding persuasion are missing.

Below Expectations - Limited explanation of how the e-word of mouth phenomena illustrates the concepts; many relevant details regarding persuasion are missing.

Non-Performance -The explanation is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly and comprehensively explains in detail the issue to be considered, delivering all relevant information necessary for full understanding.

Proficient - Clearly explains in detail the issue to be considered, delivering enough relevant information for an adequate understanding.

Basic -Briefly recognizes the issue to be considered, delivering minimal information for a basic understanding.

Below Expectations - Briefly recognizes the issue to be considered, but may not deliver additional information necessary for a basic understanding.

Non-Performance -The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Adapts and employs, independently, skills, abilities, theories, or methodologies gained in one situation to new situations. Solving difficult problems or exploring complex issues in original ways.

Proficient -Utilizes skills, abilities, theories, or methodologies gained in one situation to new situations, contributing to an understanding of problems or issues.

Basic - Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation, in a new situation.

Below Expectations - Attempts to utilize, in a basic way, skills, abilities, theories, or methodologies gained in one situation in a new situation.  Such attempts may be ineffective.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Displays meticulous comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains no errors, and is very easy to understand.

Proficient - Displays comprehension and organization of syntax and mechanics, such as spelling and grammar. Written work contains only a few minor errors, and is mostly easy to understand.

Basic - Displays basic comprehension of syntax and mechanics, such as spelling and grammar. Written work contains a few errors, which may slightly distract the reader.

Below Expectations - Fails to display basic comprehension of syntax or mechanics, such as spelling and grammar. Written work contains major errors, which distract the reader.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - Accurately uses APA formatting consistently throughout the paper, title and reference page.

Proficient - Exhibits APA formatting throughout the paper. However, layout contains a few minor errors.

Basic - Exhibits basic knowledge of APA formatting throughout the paper. However, layout does not meet all APA requirements.

Below Expectations - Fails to exhibit basic knowledge of APA formatting. There are frequent errors making the layout difficult to distinguish as APA.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished - The paper meets the specific page requirement stipulated in the assignment description.

Proficient - The paper closely meets the page requirements stipulated in the assignment description.

Basic - The paper meets over half of the page requirement.

Below Expectations - A fraction of the page requirement is completed.

Non-Performance - The assignment is either nonexistent or lacks the components described in the instructions.

Distinguished -Provides ample resources and uses the correct amount of sources from the specified search agents.

Proficient - Provides the approximate number of sources, while using some of the correct search agents specified in the assignment instructions.

Basic - Provides over half of the  sources required in the assignment instructions.

Below Expectations - Provides inadequate number of resources and does not include sources from specified search agents.

Non-Performance - The assignment is either non-existent or lacks the components described in the instructions.