introduction master track aug 28, 2014 14.00 – 15.00 at c0.02

Introduction Master trackAug 28, 201414.00 – 15.00 at C0.02

Overview

• Introduction (Julia van Weert)

• Required courses, electives and thesis preparation groups (lecturers of the courses)

• Looking back– Simone Schuilwerve– Huub Schuijn

• Daily life in the online advertising industry– Anke Kuik

• Communication not only aims to inform or entertain, but also to persuade people to think, feel, or act in a certain way – to elicit a desired response from its receiver(s)

• Think of advertising, entertainment education, health campaigns, product placement, marketing viral, brands, sponsoring, public service announcements, customer media, leaflets at schools, …

perscom.nl

PersCom in the Master

Required coursesBasic of the track2 * 12 EC

Research Methods Tailored to Thesis 6 EC

Electives2 * 6 EC

Thesis18 EC

Selection of theme, matching with supervisor

8 weeks 8 weeks 4 weeks 8 weeks 8 weeks 4 weeks

Message strategies (Stephanie Welten)

Elements of the message that persuade

Stephanie Welten (2xS1)

Saar Mollen

(S1)

Barbara Schouten

(S1)

AnnemiekLinn(S2)

Gert-Jande Bruijn (S1&S2)

Eline Smit (S2)

Lotte Willemsen

(S2)

Message Strategies

When? Every Monday and Wednesday Semester 1

Who? Teachers:•Dr. Gert-Jan de Bruijn•Dr. Saar Mollen•Dr. Barbara Schouten•Dr. Stephanie Welten (coordinator of the seminar)

7

8

Message Strategies

What?

Media strategies (Lotte Salome)

Role of media in campaigns

Hilde Voorveld

(2x S1)

Lotte Salome (2x S1)

Daan Muntinga

(S1)

Margot van der

Goot (S2)

Jiska Eelen (S2)

Sophie Boerman

(2xS2)

MEDIA STRATEGIES

11.00 AM Dr. Daan Muntinga (group 4)11.00 AM Dr. Lotte Salome (group 1)13.00 PM Dr. Lotte Salome (group 3)13.00 PM Dr. Hilde Voorveld (group 5)15.00 PM Dr. Hilde Voorveld (group 2)

• “THE MEDIUM IS THE MESSAGE!” Marshall McLuhan, 1967

• 85% of advertising budget is spent on buying media space

• Tuesday’s collective class literature• Thursday’s tutorial class assignments & discussion

Saar Mollen (S1)

Stephanie Welten (S2)

Persuasion in a Social Environment (Saar Mollen)

Impact of others

Persuasion in a Social Environment

• Human decisions and behaviors are strongly influenced by others’ opinions and behaviors.

Persuasion in a Social Environment• These social influence processes can be used in

COM in order to accomplish a particular persuasive objective (marketing or educational).

Entertainment Education & eHealth (Annemiek Linn)

Barbara Schouten (S2)

Annemiek Linn (S1)

New media strategies

1. Overview of two relatively new communication strategies: entertainment-education and eHealth

2. Learn to critically reflect on theories and models, and their practical relevance

3.Learn to write an intervention proposal

Entertainment Education and eHealth

1. Overview of two relatively new communication strategies: entertainment-education and eHealth

2. Learn to critically reflect on theories and models, and their practical relevance

3.Learn to write

Entertainment Education and eHealth

“A way of informing the public about a social issue or concern, by incorporating an educational message into popular entertainment content in order to raise awareness, increase knowledge, create favourable attitudes, and ultimately motivate people to take socially responsible action in their own lives (Singhal & Rogers, 1999).”

Entertainment Education and eHealth

1. Overview of two relatively new communication strategies: entertainment-education and eHealth

2. Learn to critically reflect on theories and models, and their practical relevance

3.Learn to write

Entertainment Education and eHealth

“E-health is an emerging field in the intersection of medical informatics, public health and business, referring to health services and information delivered or enhanced through the Internet and related technologies” (Eysenbach, 2001)

Entertainment Education and eHealth

Sophie Boerman

(2 x S1)

Guda van Noort

(coordinator)

Eva van Reijmersdal

(2xS2)

Marieke Fransen

(S2)

Persuasion & Resistance (Sophie Boerman)

The sky is not the limit

PeeterVerlegh

(S2)

Annemarie Wennekers

(2 x S1)

Daan Muntinga (S1&S2)

MarijnMeijers (2xS2)

Lotte Willemsen

(S1)

Brand Communication (Daan Muntinga)

Value of brands for decision making

Also interesting for “Perscom-mers”

• PR, media en publiek (Corpcom)• Political Marketing (Polcom)• And all the other electives

The Thesis Preparation Group (Hilde Voorveld)

Where it all ends

Questions?

•

UvA experience

Simone SchuilwerveHuub SchuijnAnke Kuik

THANK YOUQuestions?