Distinguished - Describes a comprehensive advertising campaign for a product listed in the instructions. All aspects of the campaign are clear.

Proficient - Describes an advertising campaign for a product listed in the instructions. Some aspects of the campaign are slightly unclear.

Basic - Describes a limited advertising campaign for a product listed in the instructions. Some aspects of the campaign are unclear.

Below Expectations - Attempts to describe an advertising campaign; however, either the product is not listed in the instructions, or aspects of the campaign are significantly unclear.

Non-Performance - The description of an advertising campaign for a product listed in the instructions is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Clearly identifies appropriate affective outcomes for the advertising campaign  and comprehensively explains how the campaign could be designed to target affective outcomes is clear.

Proficient - Identifies appropriate affective outcomes for the advertising campaign, and explains how the campaign could be designed to target affective outcomes. The explanation is slightly underdeveloped or unclear.

Basic - Identifies appropriate affective outcomes for the advertising campaign, and briefly explains how the campaign could be designed to target affective outcomes. The explanation is underdeveloped and/or unclear.

Below Expectations - Attempts to identify appropriate affective outcomes for the advertising campaign and explain how the campaign could be designed to target affective outcomes; however, the explanation is significantly underdeveloped and entirely unclear.

Non-Performance - The identification of appropriate affective outcomes and explanation of how to target the identified affective outcomes for the advertising campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly identifies appropriate behavioral outcomes for the advertising campaign, and comprehensively and clearly explains how the campaign could be designed to target behavioral outcomes.

Proficient - Identifies appropriate behavioral outcomes for the advertising campaign, and explains how the campaign could be designed to target behavioral outcomes. The explanation is slightly underdeveloped or unclear.

Basic - Identifies appropriate behavioral outcomes for the advertising campaign, and briefly explains how the campaign could be designed to target behavioral outcomes. The explanation is underdeveloped and/or unclear.

Below Expectations - Attempts to identify appropriate behavioral outcomes for the advertising campaign and explain how the campaign could be designed to target behavioral outcomes; however, the explanation is significantly underdeveloped and entirely unclear.

Non-Performance - The identification of appropriate behavioral outcomes and explanation of how to target the identified behavioral outcomes for the advertising campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Clearly identifies appropriate cognitive outcomes for the advertising campaign, and comprehensively explains how the campaign could be designed to target cognitive outcomes.

Proficient - Identifies appropriate cognitive outcomes for the advertising campaign, and explains how the campaign could be designed to target cognitive outcomes. The explanation is slightly underdeveloped or unclear.

Basic - Identifies appropriate cognitive outcomes for the advertising campaign, and briefly explains how the campaign could be designed to target cognitive outcomes. The explanation is underdeveloped and/or unclear.

Below Expectations - Attempts to identify appropriate cognitive outcomes for the advertising campaign and explain how the campaign could be designed to target cognitive outcomes; however, the explanation is significantly underdeveloped and entirely unclear.

Non-Performance - The identification of appropriate cognitive outcomes and explanation of how to target the identified cognitive outcomes for the advertising campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Creates new knowledge derived from a novel or unique idea, question, format, or product.

Proficient - Constructs an original idea, question, format, or product.

Basic - Attempts to construct an original or unique idea, question, format, or product.

Below Expectations - Reinvents available ideas.

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

Distinguished - Autonomously synthesizes or draws conclusions by combining examples, facts, or theories from multiple disciplines. 

Proficient - Autonomously correlates examples, facts, or theories from multiple disciplines.

Basic - Attempts to correlate examples, facts, or theories from multiple disciplines.

Below Expectations - Displays inconsistent examples, facts, or theories from multiple disciplines.

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 page, and reference page.

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

Basic - Exhibits limited 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 length of the paper is equivalent to the required number of correctly formatted pages. 

Proficient - The length of the paper is nearly equivalent to the required number of correctly formatted pages. 

Basic - The length of the paper is equivalent to at least three quarters of the required number of correctly formatted pages.

Below Expectations - The length of the paper is equivalent to at least one half of the required number of correctly formatted pages.   

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

Distinguished - Uses more than the required number of scholarly sources, providing compelling evidence to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Proficient - Uses the required number of scholarly sources to support ideas. All sources on the reference page are used and cited correctly within the body of the assignment.

Basic - Uses less than the required number of sources to support ideas. Some sources may not be scholarly. Most sources on the reference page are used within the body of the assignment. Citations may not be formatted correctly.

Below Expectations - Uses an inadequate number of sources that provide little or no support for ideas. Sources used may not be scholarly. Most sources on the reference page are not used within the body of the assignment. Citations are not formatted correctly.

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