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Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1.

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Presentation on theme: "Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1."— Presentation transcript:

1 Hogeschool van Amsterdam Interactieve Media WC communication blok 4 week 1

2 Hogeschool van Amsterdam Interactieve Media Agenda  Blok 4 overview  Blok assignment teams  Research teams  Blok assignment briefing  Blok assignment de-briefing  Homework  All  RT1

3 Hogeschool van Amsterdam Interactieve Media Blok 4 overview

4 Hogeschool van Amsterdam Interactieve Media 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

5 Hogeschool van Amsterdam Interactieve Media 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  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

6 Hogeschool van Amsterdam Interactieve Media 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

7 Hogeschool van Amsterdam Interactieve Media 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)

8 Hogeschool van Amsterdam Interactieve Media Blok assignment: eBay cross media pitch

9 Hogeschool van Amsterdam Interactieve Media 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

10 Hogeschool van Amsterdam Interactieve Media 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

11 Hogeschool van Amsterdam Interactieve Media 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

12 Hogeschool van Amsterdam Interactieve Media 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

13 Hogeschool van Amsterdam Interactieve Media 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

14 Hogeschool van Amsterdam Interactieve Media 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?

15 Hogeschool van Amsterdam Interactieve Media Homework: RT 1 Narrowcasting 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


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