Communication Method Evaluation

Will Stewart

ASA CodesNumber Name Brief Description

1 Compliance - Don’t lie, don’t break the law, and don’t be indecent.

2 Recognition of marketing communications

Must look like an advert, employ advertising conventions, explicitly state the product.

3 Misleading Adverts

You cannot lie about the product’s functions, abilities or price.

4 Harm and Offence

Do not cause harm or widespread offence. Rules against shock tactics, unsafe practices and photosensitive epilepsy.

5 Children Cannot encourage dangerous behaviour or force children to buy the product.

6 Privacy Marketers must not falsely portray any celebrities or other people.

13 Food, food supplements and associated health or nutritional claims

Must not condone poor nutrition or an unhealthy lifestyle. Must have definitive proof before promotion.

Mind Map

Mind Map

• Strengths of using this method– This method helped me plan out my ideas and is

great at organising data.• Weaknesses of using this method– Can easily become cluttered and oversaturated if

too much data is used.• Did you like using this method? Why? - Yes, it helped me greatly with organisation.

Mood Board

Mood Board

• Strengths of using this method– Allows the user to collect material that can be used

to inspire their own ideas.• Weaknesses of using this method– Can easily be overwhelmed by distracting or

irrelevant images.• Did you like using this method? Why? - Yes, it inspired me thanks to the way it gathered various designs for me to use.

Style SheetDominance, Majesty and Fury. – Lucida Calligraphy.Showstopper – Broadway.Diamond Dahlia – Magneto .

Coca Cola – Taste the FeelingCoca Cola – Taste the Feeling.Coca Cola – Taste the Feeling.

ColoursRedBlackSilverGoldGreenBlueWhite

Style Sheet

• Strengths of using this method– It allows the user to make specific alterations to

their design.• Weaknesses of using this method– Can become side-tracked easily with different

possible ideas.• Did you like using this method? Why? - Yes, because it helped me specify my idea.

Layout Plan

COCA COLA The drink of the Gods.

Layout Plan

• Strengths of using this method– Allows the user to fully construct a prototype of

their idea.• Weaknesses of using this method– Restricts the user to create what is within their

layout plan.• Did you like using this method? Why? - Yes, it helped me finalize my idea.

BrainstormSOUNDRecognisable music.Memorability.Iconic sounds.Rattling ice cubes, flowing water, clinking glasses, gulping.

SLOGAN‘Taste the Feeling’, the classic Coca Cola slogan.

MUSICEnergetic and Upbeat.Relaxed and Chill.

Brainstorm

• Strengths of using this method– Can be used to quickly whip out singular ideas that can be used to contribute

to a larger whole. This method allows for multiple ideas to be used, each contributor being given a voice.

• Weaknesses of using this method– Can easily become cluttered and distracting if there is a lack of organisation,

obscuring the bigger picture.

• Did you like using this method? Why? - Yes, because it allowed for everyone’s ideas to be considered.

Informal Pitch

• Strengths of using this method– Can iron out weaknesses and frailities of the plan from the opinion of an

outside party. This simulates the reactions of the target audience and provides the chance for refinement before the formal pitch.

• Weaknesses of using this method– Can plant doubt within those making the pitch, causing them to re-evaluate

areas of their idea that don’t need reworking. This can cause the project to slip away, decreasing the chances of success.

• Did you like using this method? Why? - Yes, because it presented the chance for constructive criticism.

Initial Reaction• My initial reaction to the AdverGame project was mild curiosity and apprehension,

due to my inexperience with any form of animation work. While I did find the earlier stages of the AdverGame project to be interesting, my reluctance to work with something I was wholly unfamiliar with ended up hampering my ability to interact conclusively with the program. While I do see the value and potential of such a factor in the world of digital media, I find the curiosities of the animating system overwhelming and frustrating, the complexity of the system turning me off of the subject.

Initial Reaction

• Strengths of using this method– By using this method, you can gauge the willingness of those involved in the project,

seeing which are enthusiastic or apprehensive to start working.

Weaknesses of using this method– The initial reaction only works in the earlier stages of a project; as the project moves

along into the later stages the enthusiastic might find something that upsets them, and the apprehensive might find something that works for them.

• Did you like using this method? Why? No, not necessarily. I prefer to make judgements when I have enough information that I am satisfied with, and coming to conclusions based on gut instinct and first impressions goes against that ideology.

SketchesThis is my planning sheet for the Coca Cola AdverGame, which differed drastically from the final version of the game. This difference stemmed from the difficulty to animate the figures in the planning sheet, the time taken to construct them eating up a substantial portion of time that could be used in animation.

Sketches

• Strengths of using this method– Can be used to plan and refine the final production of the project, avoiding errors that

could be during the animation without the planning sheet.

• Weaknesses of using this method– If the product ends up evolving over the course of the later planning stages, then the earlier planning

sketches can become moot due to the distance between the original and final product.

• Did you like using this method? Why? Yes; while the planning sheet became distanced from the final version of the game, it ultimately helped me to focus my energy on what I could actually animate, rather than what I hoped I could animate.

Formal Proposal

• Strengths of using this method– This method can give the pitcher access to the resources of the person they are pitching

to, allowing them an avenue through which they can give their idea a respectable and acceptable form.

• Weaknesses of using this method– A formal pitch can cause the pitcher’s nerves to become increasingly frayed, affecting

their pitch. The target of said pitch can also be incredibly critical of the ideas that they are presented with, sometimes expecting newly-minted pitchers to come to them with professional-level ideas.

Did you like using this method? Why? Yes and No; While the formal proposal irons down the finer elements of the pitch and gives focus to the idea, it can also be constraining, limiting development to what is contained within the formal proposal.