Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1

Hogeschool van Amsterdam Interactieve Media

WC communication blok 4 week 1


Agenda

Blok 4 overview

Blok assignment teams

Research teams

Blok assignment briefing

Blok assignment de-briefing

Homework

All

RT1


Blok 4 overview


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


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


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


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)


Blok assignment:eBay cross media pitch


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


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


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


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


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


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?


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

Documents

Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1