Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1
Hogeschool van Amsterdam Interactieve Media
Agenda
Blok 4 overview
Blok assignment teams
Research teams
Blok assignment briefing
Blok assignment de-briefing
Homework
All
RT1
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Create pairs and research teams
1. Pair up with some one who you will work with for the rest of this blok (in this course)
2. As a pair, get together with 1 other team to create a research team
3. Write the names of all members of the research team on a piece of paper Indicate the pairs on this sheet too
4. Hand this into to your tutor
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Research team assignment
Each week, a team of 4 (or 6) students will do some research on an “newer” media channel not covered in hoorcolleges Narrowcasting Viral marketing In / thru -game advertising E-mail marketing Mobile if we have 5 teams
The idea is that you will give a presentation to the whole class on the results of your research
These new channels will come up in the exam! So your colleagues will have to rely on you
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Rules
All carry-out research
At least 1 slide per team member
1 (or 2) presentation per week (week 2 t/m week 6)
Presentation in PowerPoint (it will be put online) MUST be ready BEFORE the lesson
Max 10 minutes per presentation
All sources must be referenced (bronmelding) Wikipedia is only an acceptable source as a starting point
Always try to confirm your findings via other sources
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Outline presentation format
Define newer channel
What is it good for?
What can go wrong? How do you avoid this?
Current developments in the channel
Examples (1 per team member)
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Introduction
The client is eBay who are looking for a new lead cross media agency for eBay.nl
You and partner are a creative team for a cross media agency that has decided to pitch for this campaign You have been asked by your creative director to develop
a creative concept and pitch it to eBay
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Exercise: Actively read the briefing(20 minutes)
Read the briefing One person focus on the assignment One person focus on the target group
Make a note of any questions that you have
Explain the part you have focused on to you partner and then listen to them explain the part they focused on Underline the things you think are important
Try to work together to find answers to the questions you have noted
Make a list of questions
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Exercise: Q&A with the client(15 minutes)
Ask the client (your tutor playing the role) any questions you have about the briefing
Make notes of the answers
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Exercise: Preparing a debriefing(40 minutes)
Answer the following questions in your pairs: What are the main tasks? What are the client’s goals? What are your deadlines? What do you have to deliver? What restrictions are there? What are the opportunities?
Get together with the other members of your research team Discuss your answers to the questions with them
Do you disagree on anything, try to reach an agreement
Write your debriefing as a research team on a flip-over
Present it to the class
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Exercise: Market orientation(20 minutes)
Work with your research team Brainstorm things that you will need to know / understand
before you can begin developing your pitch Screen your brainstorm (get rid of things not needed or not
possible) For each item left on your list discuss HOW you will find out
what you need to know
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Homework: All
Work in your pairs to research the following: The target group eBay Competition (direct & indirect)
Prepare: A target group mood board with at least 1 insight into their
problems / needs / wants A comparison of eBay with their competitors
How are they better than the competition (for the target group)?
What are their weaknesses against the competition? How do they position themselves now?
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Homework: RT 1Narrowcasting presentation
RT 1 should prepare a presentation of no more than 10 minutes to answer the following questions: What is narrowcasting (a definition)? What are the advantages of narrowcasting in
communications? How & where can narrowcasting be used how can it be
used? What are the potential problems with narrowcasting in
communications? What are the latest developments in narrowcasting? 1 example of narrowcasting per team member
This should be ready to present next week at the beginning of the werkcollege