The document provides an overview of various advertising standards codes (ASA Codes) relating to marketing communications. It lists 13 codes and provides a brief description of each. Code 1 relates to ensuring advertising is legal and truthful. Code 2 ensures marketing communications are clearly identifiable as advertising. Code 3 relates to preventing misleading advertising. Code 4 aims to avoid harm, offence or distress. Code 5 relates to standards for advertising to children. Code 6 concerns obtaining permission when featuring individuals. Code 13 relates to health and nutrition claims for food products. The mind map proposes ideas for a Coca-Cola advertisement targeted at 16-19 year olds. It suggests ideas for slogans, images, themes and colour schemes that could work well.

1. Communication Method
Evaluation
Harriet Smith

2. ASA Codes
Number Name Brief Description
1 Compliance It’s used for all marketing communications and makes sure that it is
legal, meaning that you are not breaking the law and being truthful
when advertising.
2 Recognition of
marketing
communications
Make sure that the advert being make looks like an advert and can
be easily identified. Also making sure that the advert is linked to
the product being advertised. Ensure that you state the product so
that people are aware it’s an advert.
3 Misleading Adverts Make sure that you are truthful about a product, such as it’s
functions or prices.
4 Harm and Offence Make sure that the advert does not appear to be set out to offend
any particular person or group. You cannot have your advert to
intentionally offend and person or group. You can also not set out
to offend any person by using inappropriate imagery or content.
5 Children Make sure that the advertisement does not promote any kinds of
dangerous behaviour toward children. You must also make sure
that your advert doesn’t pressure children into buy the product.
6 Privacy If you were including a celebrity or a well known person in an
advert you must make sure that you asked for their permission.
13 Food, food supplements
and associated health or
nutritional claims
Make sure that you are not promoting any kind of poor dietary
habits or health benefits. Do not make any statements talking
about the positives and negatives of the product being advertised.
You cannot tell people your product has health benefits without
any proof to back it up.

3. Mind Map
Coca-Cola Advertisement
Intended audience is for 16-19 year-olds
Different colours and/or
variations of images
Different colour schemes
that would work well with
the product advertised
Slogans
Eye-catching and/or
catches audiences
attention
Colourful
text/images
Images of groups of people
together (e.g. families and/or
friends)
(experimenting on different
colours that work well and are
suited with product)
The colour red works well since
it’s quite bold and can attract
peoples attention. It’s also a
colour that best describes the
season of ‘Summer’ which is
where the product fits well with.
The advertisement could also be
linked to the season of Summer
as it’s the time of year when it is
warm, which means that more
people are drinking water/fizzy
drinks. They also might pay more
money for fizzy drinks than water,
as it gives them more energy to
keep moving.
Having a slogan on a advertisement is
good since it makes the advert become
more catchy meaning that more
people would know about the product.
The slogan could represent different
themes (e.g. family holidays).
The images should
mainly focus on the
product that is being
advertised.
The colour of text and
images used should
be relevant to the
product and theme
(e.g. summer).
Themes
(The slogan must
link to the product)

4. Mind Map
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
It’s an easy method to use when developing a new/or range of ideas and can help to produce a wide
variety of ideas. It can also help to space out the different ideas that you may have come up with, as well as
it being easy for a person to understand and read. This can be easily sent to other people using email. It
can also be easily altered.
There is only a certain amount of text and space for you to use, which can limit all your different ideas to a
certain few. It can also be time-consuming if you need to create a mind map full of detail as well as
including lots of photos plus text.
I like using this method because it helps me to spread out my different ideas but can also find that there
are some ideas that fit with each other. It’s also easy to use, so I don’t have a problem not knowing how
to write something I’ve thought of down. This can be easily sent to different people and receive back
from them by using email.

5. Mood Board

6. Mood Board
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
Mood boards can be easily altered since they aren’t the finish product. They also help to establish the
basics on what you want to create e.g. the colours, theme and images. Mood boards are less time-wasting
as it only requires a page full of images and patterns that may have already been decided before hand.
Creating a mood board using only images and patterns can be a disadvantage since you wouldn’t be able
to go into detail around why you chose that certain image/pattern to be able to elaborate from it.
I liked using mood boards because it allows me to use a variety of different images/patterns and colours. It
also allows me to come up with of a range of different ideas that I can use to create/advertise a product.
This can also be easily sent to over people by email.

7. Style Sheet
Arial Black
Broadway
Britannic
Bold
Forte
Rockwell
Kozuka Mincho Pro B
Myriad Pro Light
Lucida Console
Ravie
Nueva Std
SHOWCARD GOTHIC
Script MT Bold
When looking through the different kinds of fonts, I picked out the few that I
thought would match well with the product being advertised. I liked the idea of
using colours that are linked with the theme of ‘Summer’ and ‘Family’ such as
‘red’ and/or ‘orange’. These fonts are easy to read, as well as being effective.
Using colours like ‘red’ and ‘orange’ are good since there are a variety of
different shades of those colours which can help to create various of ideas. I
also picked a selection of colours that works well with the theme but also works
with the font.

8. Style Sheet
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
It allows you to see a range of different fonts and colours as well as seeing what works well with each
other. It can also help to space out the different ideas that you may have into different sections with
different themes/styles.
Using a style sheet could be a disadvantage since you aren’t able to elaborate on your choice of font
or colours. By using this method you aren’t able to link your ideas of colours to the chosen font, so
you aren’t able to see how it would look and compare it to other ideas.
I liked using this method since it allows me to look at different options of colour as well as the type of
font to use. This is an easy type of method to use if you don’t want to go into much detail on your
choices of colour and font. But I wouldn’t use it due to the fact that you aren’t able to go into detail
around your ideas.

9. Layout Plan
something for everyone.
For the layout, I wanted the
background to have a vintage
vibe to it rather than having it so
bright and colourful, as well as
going with my theme of
‘summer’ and ‘family’.
I decided to use the red
logo for Coca-Cola since the
colour matches well with
my theme. I also used the
same colour for the slogan
since I thought it would
match well, rather than
having it a different colour
completely.

10. Layout Plan
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
You are able to distinguish the positives and negatives of your ideas and evaluate them/improve them.
This also allows you to interpret other ideas onto the plan to improve looks.
With this sort of plan your ideas are more limited, meaning you might not be able to express all of your
ideas at once and may have to make multiple versions instead of just one. This can also be more time-
consuming as you spend time researching images to use, deciding on colours and fonts.
I like this form of method because you are able to showcase your ideas onto the page and you can
easily restart and try again from scratch. You can also experiment with different colours and fonts to
see what matches well with any images or patterns you may have gathered.

11. Brainstorm
Coca-Cola Radio Advert
Narratives
For the radio advert I would want a conversation
between two or more people that would eventually
lead up the product being advertised having been
mentioned. I would want the conversation to be
comical in order to keep the people listening
entertained.
Slogan
If the product included a slogan it could
appear in the radio advert toward the
end. When the slogan is being included,
I would make it so that people would
remember it and also recognize it. I
would also want to make sure that my
slogan was short and not long.
Music
I would want to include music in my
advertisement to make it appear more
appealing and long lasting to the people that
are going to hear it. If I were going to use
music I might want to create a jingle
because more people would remember it
since it would be more catchy than just
using random music.
Story
I would want there to be a small story people the one or
two people in the advert since it would catch more
attention than just music and narration at the end. I
would have thought that a small story wouldn’t be as
catchy as a jingle but I would still want to include one. If I
did this, I would want the story to be comedic.
Themes
I would want the theme of the
advert to match with the narration
of the story. For example, if I were
to make an advert where two
people were talking about a
summer party, I would want the
theme to also be the same.
Additional
I might want to add additional
sound effects to my advert to
make it more appealing to my
intended audience. I would add
sound effects that are either
relevant to the conversation
that is occurring or relevant to
the theme of the advert.
I would want the start of my advert to begin with two people talking about
summer and their plans. One of the two could then mention a party that
would be happening over summer and the conversation could then move onto
that. The topic could then move onto the product being advertised which
could then lead to music and the chosen slogan at the end.
The slogan would have to be small in order
to make people remember it easier and it
would take up too much time.

12. Brainstorm
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
You are able to plan out your ideas effectively and create multiple forms of scenarios if you were
making a radio advert for example. You can learn more about the products being advertised such as
the slogans or theme.
It can be hard to find the information you would want to include.
It can also be time-consuming.
I liked using this method because it helped me spread out my different ideas but also connect them to
one another to see what works well together and what doesn’t. I also liked the idea of spreading out
all of my different ideas onto one page and see what I could come up with for the ad. It helped me
decide on how I wanted the radio advert to start and how I wanted it to end. I also referenced back to
previous work to help me come up with different ideas.

13. Informal Pitch
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
The person you are pitching to can give you strengths and weaknesses of your idea and can tell you how
to improve it. This also gives you a reaction for your idea and you can essentially improve it if needed.
There can be a lot of preparation needed for the pitch. The feedback you receive from the person you are
pitching to could be negative. The ideas you have come up with may turn out not to work or be needed in
the advert.
I like using this method because it gives another persons perspective to work from and improve our
ideas. It helps to see what ideas would work well together and what ideas wouldn’t work well together.

14. Group Idea Generation

15. Group Idea Generation
Music starts off loud,
gradually descends quieter.
Music is dimmed,
conversation gets louder.
One of us opens the coke
bottle and takes a sip.
One says; “The Taste That
Refreshes” whilst other drinks.
After taking a sip the person
gives a sigh of relaxation.
Everyone laughs as the music
increases in volume.
The name of the product
and slogan is said.

16. Group Idea Generation
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
It helps map out our different ideas and see what works well together and what doesn’t. Everyone can
voice their different opinions and work together efficiently.
Everyone may have different opinions on what they want to do and what they don’t want to do.
People may disagree on some ideas that other people have suggested.
I liked using this method because it allowed us to space out our different ideas and work together as
a group. This can help better the end result of the advert if there are multiple ideas that we are able
branch from.

17. Formal Pitch
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
You are able to discuss the different properties with your group and come up with ideas and
answers.
You might disagree with your group about certain ideas that you may think are god but the
rest of your group disagree.
It’s good because it allows you to go into detail with your group to come up with various
ideas and answers. But this could also be bad because you and your group may disagree
on different ideas.

18. Initial Reaction
I think that making a game featuring the product ‘Coca-Cola’ will be good because it helps to
advertise the product, especially to a younger audience which will sell more. It will include the
product being advertised as the main part of the game. Including this product is also good since
there could be a lot of ideas centred around a Coca-Cola bottle, such as a character picking up
said bottles and putting them in recycling. This could help teach the younger audience how to
recycle bottles and other things. The idea of using a game to advertise ‘Coca-Cola’ is good since it
will attract a lot of attention from the younger audience which could lead to other generations
also buying this product. It appeals well with the intended audience but will also appeal well with
the older audience, since it sends a good message to the younger audience of littering and how it
can be avoided. The product being advertised is ‘family-friendly’ so that means the game will not
include any inappropriate language or imagery and it will also not intend or mistakenly offend any
person or social group. The game appealing well with the intended audience will also give the
company a good image which will help sell more of the product.

19. Initial Reaction
• Strengths of using this method
• Weaknesses of using this method
This method is good because it allows you to explore different ideas about what you could
make. It also allows you to go into detail about these said ideas.
A disadvantage of using this method is that you can’t show any ideas you have come up
with and analyse them whilst going into detail.

20. Sketches

21. Sketches
• Strengths of using this method
• Weaknesses of using this method
• Did you like using this method? Why?
You are able to plan out what you want to draw for the final product and experiment
with the different drawings.
The ideas you have may not fit well with the pixels meaning you may have to think of another that
will with the pixel theme.
This method is good because you are able to plan out your different ideas and form them into a
advergame.