JUDGING INSTRUCTIONS

The task of the PMAA Judging Panel is to select the very best Promotion Marketing campaign in each of the 16 Categories.

Each Winner will need to reflect the highest industry standards of strategic relevance, originality, creative execution and effectiveness, bearing in mind the diversity of Promotion Marketing throughout Asia, and the issues Marketers all face, such as

•   Varying levels of market maturity
•   Cultural, religious and legal issues
•   Differing target audiences

You will be asked to judge each entry against four criteria and award scores
on the following basis:

Criteria 1:  CAMPAIGN STRATEGY:  OUT OF 25 POINTS

Look at the strength and relevance of the strategy which was developed to meet the stated objectives of the campaign.

•  Is the strategy sound for the brand and the target audience
•  Is it an appropriate strategy given the objectives and any market
factors

Criteria 2:  THE CONCEPT:  OUT OF 30 POINTS

•  Is the concept strong and fresh. Does it stand out
•  Is there a high degree of originality and innovation
•  Given the Budget, does the concept work for the brand
•  Does the concept demonstrate innovation in the technique or its application

Criteria 3:  EXECUTION:  OUT OF 30 POINTS

•  How well was the concept executed
•  Did the collateral material communicate the activity in an appealing and motivating way
•  If you were a target consumer, would you understand the concept and
   participate in the Promotion

Criteria 4:  THE RESULTS:  OUT OF 15 POINTS

You are all professionals in your fields and will know if the campaign was successful in matching the results to the strategy and execution.

• How well did the promotion fare against the set objectives
• Are the stated results credible

Don’t make assumptions if the evidence doesn’t match the objectives, or if you are given general statements like “exceeded all expectations”, or “too early to judge” or “Sales were fantastic”.

In some cases clients may not allow actual results to be published.  In this case Judges will have to make their own decisions.

The Category Awards

Gold, Silver and Bronze Awards will be awarded to the Entries with the highest three scores in each Category.

The Best by Country and The Best in Asia Awards

The Entry with the highest score by Country will win The Best by Country, if there is a minimum of 6 entries for that country. 

The highest score by all categories will win for that entry The Best in Asia Award.

Order of Merit Certificates

All Entries deemed to be Finalists with the quality of work and scoring will be given an Order of Merit Certificate.

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