Daniel Thompson evaluated several communication and idea generation methods for developing an advertisement. These included mind mapping, mood boarding, style sheets, layout planning, brainstorming, informal pitching, group idea generation, formal pitching, sketching, and formal proposals. While each method had strengths in organizing, visualizing, or collaborating on ideas, many also had weaknesses such as limited ideas, inability to elaborate on ideas, or potential changes in vision later in the process. Thompson found that the methods helped in different ways with planning designs, comparing options, and improving ideas through feedback.

1. Communication Method
Evaluation
Daniel Thompson

2. Mind Map

3. Mind Map
• Strengths of using this method
– Helps us think of ideas for our advertisement and allows us to
potentially combine them and create even more new ideas. This can
be done visually with the mood board but more ideas can be fitted on
and they can be more specific than other ways.
• Weaknesses of using this method
– Ideas could be made and not used which is rather time consuming.
When no more ideas are left, the user could begin to think of sillier
and worse ideas.
– A mood board is a load of ideas gathered from other people whereas a
mind map is usually just made from the creator’s ideas which means
there would be less.
• Did you like using this method? Why?
I did because it pairs well with other forms of research. Although not
as numerous, the ideas can be branched out more to give each idea
more detail than that of the mood board.

4. Mood Board

5. Mood Board
• Strengths of using this method
– Can gain a visual idea of what to base the product off
of or what to include.
– Helps visualise where the idea could be placed in the
product.
• Weaknesses of using this method
– The ideas cannot be brought into further detail like
other types of research. It is merely what you see on
the picture.
• Did you like using this method? Why?
• I did because it gave me plenty of ideas of where to
place certain things I already knew I’d include.

6. Style Sheet
Bauhaus 93
Hobo Std
Magneto
Cooper Std Black
Aharoni
Bernard MT
Condensed

7. Style Sheet
• Strengths of using this method
– The user can get a look at how the font will look if it is used on the
final product.
– The user will be able to create a theme to go with the product being
advertised.
– The fonts included can be reviewed and decided between.
• Weaknesses of using this method
– There are fonts out on the internet that the user might not have found
yet that could have gone better with the design of the advertisement.
– The creator might change the type of font or colour they want which
could result in them not sticking to the plan.
• Did you like using this method? Why?
• I did because it allows me to compare the fonts and find the one I think is
right for the ad. Also, I can compare the pictures in the mood board I have
created and see what fonts and colours match them better.

8. Layout Plan
Didsomebodysay
CocaCola?
@CokeUk

9. Layout Plan
• Strengths of using this method
– It can allow the user to see the unfinished version of the
product and make any changes that they believe is
necessary. All of the components of the ad can finally be
seen together.
• Weaknesses of using this method
– The plan might change after being made and the result
could be totally different.
• Did you like using this method? Why?
• I did because it is essentially a rough copy of the real thing
and you can see what needs to be changed and what needs to
go where.

10. Brainstorm
Radio Ad Ideas
Song to use (from
soundcloud):
Oh Yeah – Yello.
Dialogue of the ad:
1. “Man I’m tired and I’ve
not had anything to drink all
day”.
2. “Here, have a coke –
that’ll sort ya”.
1. *can opens* + *loud
drinking*.
1. “Ahhh” 
2. “Any Better?”
1. “Oh Yeah” (soundclip)
10/20 seconds
with sound
effects included.
Taste the feeling
Storyline: Drained man comes home to
flatmate and needs refreshing.
Flatmate gives drained man a coke and
he is suddenly okay and full of energy.

11. Brainstorm
• Strengths of using this method
– You can gather everybody’s thoughts and ideas in a
controlled and thorough manner.
– Creativity is encouraged.
– All ideas are accepted.
• Weaknesses of using this method
– Because of the group saying the first thing that comes to
mind, the ideas given may not be creative or innovative.
– The group could accidently start going on a tangent, giving
out random, silly ideas.
• Did you like using this method? Why?
I did because it gave me a chance to hear and take in the rest of the
group's ideas and mix them in with my own.

12. Informal Pitch
• Strengths of using this method
– There is no added pressure of knowing about the
pitch and everybody watching.
– Criticism can be given without any embarrassment as
it would in a big group.
• Weaknesses of using this method
– You don’t know exactly when it is coming.
• Did you like using this method? Why?
• I did because it showed us what we needed to
change and add to make our project better.

13. Group Idea Generation

14. Group Idea Generation
• Strengths of using this method
– We managed to get our ideas together and combine them.
– We could collaborate on our ideas when individuals could
not carry on.
• Weaknesses of using this method
– We quickly ran out of ideas.
– There were not many ideas for us to gain but we
elaborated on them plenty.
• Did you like using this method? Why?
• Not really because I tend to get quieter in group
discussions.

15. Formal Pitch
• Strengths of using this method
I could plan out how I wanted my product to look and
what features I wanted it to have so I had a general
guideline to follow when creating.
• Weaknesses of using this method
You could potentially change your mind about some of
the information after submitting it and beginning to
create the product.
• Did you like using this method? Why?
I did because it helped me keep my ideas generalised
and themed so I could create a more solid product.

16. Sketches

17. Sketches
• Strengths of using this method
– it enabled me to plan out what i wanted my game characters to
look like and various other aspects of the visuals.
– I could make any changes to the final product that I deemed fit
after looking at the sketch.
• Weaknesses of using this method
– I was unable to see exactly how the sketches would look when
placed into the product.
• Did you like using this method? Why?
Yes, because I was able to think of a 'rough idea' of what I wanted the
whole product to look like while focusing on specific aspects of the art.

18. Formal Proposal
• Strengths of using this method
– I could plan out how I wanted my product to look and
what features I wanted it to have so I had a general
guideline to follow when creating.
• Weaknesses of using this method
– You could potentially change your mind about some of
the information after submitting it and beginning to
create the product.
• Did you like using this method? Why?
I did because it helped me keep my ideas generalised and
themed so i could create a more solid product.