Distinguished - Develops a comprehensive introduction and clear thesis statement.

Proficient - Develops an introduction and thesis statement. The introduction or thesis statement is slightly unclear or underdeveloped.

Basic - Develops a partial introduction and thesis statement. The introduction and/or thesis statement are unclear and/or underdeveloped.

Below Expectations - Attempts to develop an introduction and thesis statement; however, the introduction and thesis statement are significantly unclear and underdeveloped.

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

Distinguished - Develops a comprehensive body section that identifies an advertising campaign for online education, and comprehensively analyzes its potential effectiveness.

Proficient - Develops a body section that identifies an advertising campaign for online education and analyzes its potential effectiveness. Minor details are missing, or the supporting materials are slightly irrelevant.

Basic - Develops a minimal body section that identifies an advertising campaign for online education and includes a limited analysis of its potential effectiveness. Relevant details are missing, and/or the supporting materials are irrelevant.

Below Expectations - Attempts to develop a body section; however, only partially identifies an advertising campaign for online education and does not contain an analysis of its potential effectiveness.

Non-Performance - The development of a body section that identifies an advertising campaign for online education and analyzes its potential effectiveness is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Identifies three or more theories of persuasion, and comprehensively applies them to the analysis on the potential effectiveness of the advertising campaign.

Proficient - Identifies three theories of persuasion, and applies them to the analysis on the potential effectiveness of the advertising campaign. Minor details are missing.

Basic - Identifies three theories of persuasion, and partially applies them to the analysis on the potential effectiveness of the advertising campaign. Relevant details are missing.

Below Expectations - Identifies less than three theories of persuasion, and attempts to apply them to the analysis on the potential effectiveness of the advertising campaign; however, significant details are missing.

Non-Performance - The identification of theories of persuasion and application of them to the analysis on the potential effectiveness of the advertising campaign are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Develops a comprehensive conclusion that fully reinforces the thesis statement.

Proficient - Develops a conclusion that reinforces the thesis statement. The conclusion is slightly underdeveloped.

Basic - Develops a limited conclusion that somewhat reinforces the thesis statement. The conclusion is underdeveloped.

Below Expectations - Attempts to develop a conclusion; however, the thesis statement is not reinforced and the conclusion is significantly underdeveloped.

Non-Performance - The conclusion that reinforces the thesis statement is either nonexistent or lacks the components described in the assignment instructions.

Distinguished - Adapts and employs skills, abilities, theories, and/or methodologies gained in one situation to new situations. Solves difficult problems and/or explores 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 - Minimally utilizes skills, abilities, theories, or methodologies gained in one situation to a new situation.

Below Expectations - Attempts to utilize skills, abilities, theories, or methodologies gained in one situation in a new situation; however, the attempts are ineffective.

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

Distinguished - The specific position presented is inventive, considering the intricate ideas of an issue. Limits of the position are recognized. Other viewpoints are synthesized within the position.

Proficient - The specific position is adequate, considering some of the complexities of an issue. Limits of the position are recognized. Other viewpoints are synthesized within the position.

Basic - The specific position is adequate, considering a few complexities of an issue. Limits of the position are recognized but are not synthesized.

Below Expectations - The specific position lacks inventiveness and insufficiently considers the intricate ideas of an issue. Limits of the position are overlooked. Other viewpoints are not recognized within the position.

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.