NONE: Re: ONLINE-ADS>> How are Interactive awards judged?
Re: ONLINE-ADS>> How are Interactive awards judged?
Bill Pohlman (bill_at_apltd.com)
Wed, 25 Feb 1998 08:07:53 -0600
Sarita, the problems that you are having with your awards program dwarfs
any problems that we are having in the association in which I'm involved.
I've been one of the chair people of the Business Marketing Association's
(BMA) Tower Award competition for the last few years.
First you have to look at what type of organization is sponsoring the
awards. There are some excellent Internet sponsored programs. One of
which is sponsored by the sponsors of this list. These programs better
have a grip on how to judge sites. The groups that have difficulty in
judging sites are groups like mine in which Internet sites are part of the
whole instead of the whole ball game.
The Business Marketing Association started judging interactive disk based
programs about six years ago and Internet sites three years later. Luckily
my company Anderson Perlstein has been involved in both disciplines longer
than the association has been judging them. We have helped add them to the
promotional mix judged by the BMA. Our initial biggest problem, and one
that is still a thorn in our sides, was/is with multimedia. We have both
MAC and PC equipment available for the judging, but every entry seems to
need something else to run or they have come up with some bizarre setup.
The other problem is with time. We have a day set aside and nine judges
that we fly in for the day of judging. Initially we had a group of three
of the judges look at the multimedia and Internet sites while the rest
judged the other print promotional materials. Last year those three judges
spent more time in their two areas than the other six judges spent on the
other 50 categories. This year we are sending the URLs to the three judges
judges two weeks prior to judging for their review.
Probably the largest problem we have had is deciding which judges are the
most capable of looking at multimedia and Internet sites. We have to get
people that will look past the glitz and glamor in these media for the
meat. We judge all entries print or electronic by the same criteria. 1)
What is the goal of the project. 2) What was the audience that the project
was directed at. 3) How effective was the presentation in reaching the
stated goal. 4) What was the quality level of the production. 5) How
effective was the creative in achieving the projects goals. 5) What were
the results of the program. In some cases the medium even needed to be
judged on how effectively it worked in an overall program.
Hopefully this helps in your program. By the way, in case you missed my
post of a few days ago, the Tower Award program is currently accepting
entries for this years program. If you want more information, I have
everything you need to enter posted on our site at
http://www.apltd.com/tower/awards.htm
Bill Pohlman
Tower Award Program Co-Chair
...........................................................................
Anderson Perlstein Ltd.
Advertising Communications Specialists
Traditional and New Media, Multimedia and Photography
Tel: 847-537-0100 Fax: 847-537-0174 Email: apltd_at_apltd.com
http://www.apltd.com
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