Distinguished - Completely describes the message and comprehensively discusses the desired results of the message. Provides detailed examples of the desired results.

Proficient -Describes the message and discusses the desired results of the message. Provides examples of the desired results but minor details are missing.

Basic - Partially describes the message and briefly discusses the desired results of the message. Provides general examples of the desired results and relevant details are missing.

Below Expectations - Minimally describes the message and/or discusses the desired results and does not provide any examples of the desired results. Significant details are missing.

Non-Performance - The description of the message and the discussion of the desired results are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Comprehensively describes the intended audience and includes fully relevant and detailed demographic information.

Proficient - Describes the intended audience and includes mostly relevant demographic information. The description is slightly underdeveloped.

Basic - Partially describes the intended audience and includes somewhat relevant demographic information. The description is underdeveloped.

Below Expectations - Minimally describes the intended audience and includes little or no relevant demographic information. The description is significantly underdeveloped.

Non-Performance - The description of the audience and relevant demographic information are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Completely describes the typography and thoroughly explains why the choice is appropriate for the message. Includes contrasting examples for support.

Proficient - Describes the typography and explains why the choice is appropriate for the message. May include contrasting examples for support.

Basic - Partially describes the typography and somewhat explains why the choice is appropriate for the message. Includes limited examples for support.

Below Expectations - Attempts to describe the typography and explain why the choice is appropriate for the message; however, does not include contrasting examples for support.

Non-Performance - The description of the typography and explanation of why the choice is appropriate are either nonexistent or lack the components described in the assignment instructions.

Distinguished - Fully explains how the visuals will support the message and includes a comprehensive discussion of an alternative approach to the same message.

Proficient - Explains how the visuals will support the message and includes a discussion of an alternative approach to the same message. Minor details are missing.

Basic - Partially explains how the visuals will support the message and includes a limited discussion of an alternative approach to the same message. Relevant details are missing.

Below Expectations - Minimally explains how the visuals will support the message and does not include a discussion of an alternative approach to the same message. Significant details are missing.

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

Distinguished - Accurately identifies the platform or medium and thoroughly explains why the choice is appropriate for the message. Includes examples for support.

Proficient - Identifies the platform or medium and explains why the choice is appropriate for the message. May include examples for support.

Basic - Identifies the platform or medium and partially explains why the choice is appropriate for the message. May include limited examples for support.

Below Expectations - Identifies the platform or medium and minimally explains why the choice is appropriate for the message. Does not include examples for support.

Non-Performance - The identification of a medium or platform and explanation of the selection are either nonexistent or lack 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 a 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 - Specific position is inventive, considering the intricate ideas of an issue. Limits of position are recognized. Other viewpoints are synthesized within position.

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

Basic - Specific position is adequate, considering the intricate ideas of an issue. Limits of position are recognized but are not synthesized within position.

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