The Ad Impact
Checklist

Make sure every ad you run actually works. Evaluate your creatives and maximize effectiveness.

Why you need this checklist

Simple but powerful

No fluff. Just a practical checklist you can apply to any ad format: TV, digital, OOH, radio.

Backed by ad science

Based on insights from Les Binet, Karen Nelson-Field, and 1,000+ tested campaigns.

Ditch the guesswork

A structured approach to assessing ad effectiveness—no more relying on gut feeling.

👉 Spot the 3 essential ingredients of effective ads: Brand, Need, Emotion.

👉 Evaluate any creative across channels so you can choose best performers.

👉 Create impactful campaigns that boost your ROI.

Ad Impact Checklist

Format

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