The way I judge melody/hook writing is that I would like to hear flowing melodic phrases with a clear beginning and end (and I guess the phrases are united by consistent motive). The classical music would call this concept antecedent/consequence theme but this is just as relevant to pop songwriters. The analogy is like with sentence, the opening line of the melody is a subject but for a complete sentenxe there needs to be a verb (the verb is done by transforming the original melodic material as it shows that the subject is doing something)
The Beatles do this, th kinks do this, Beach boys do this, The Rolling Stones does this during their pop era (although this is The Rolling Stones biggest weakness as songwriters outside the pop era)
Now The Police can do this. Roxanne and every breath you take.
However generally the melodic phrase is shorter than those pop masters I mention before but crucially sometimes Police does my bugbear of pop songwriting
Create a singular melodic line/subjectand just repeats it
An example is Don't stand so close to me. It's essentially a repeated opening melodic line. The chorus is the only time that opening subject is transform (by playing that subject in a different key). However a pop song where the verse and chorus had identical subject is pretty lazy. The song gets by purely on atmosphere rather than quality melodic writing