introduction to materials development ppt ccp p. 1
TRANSCRIPT
Introduction toIntroduction toMaterials DevelopmentMaterials Development
PPT CCP P. 1
PPT CCP 04/20/23 2Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Session ObjectivesSession Objectives
• Understand the process of Understand the process of materials developmentmaterials development• Understand the ‘7 C’s of Understand the ‘7 C’s of communication and how to apply communication and how to apply them to materials developmentthem to materials development
PPT CCP 04/20/23 3Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Main IdeaMain Idea
For effective development of For effective development of materials, we need to: materials, we need to:
1. Appreciate the situation from the 1. Appreciate the situation from the audience point of viewaudience point of view
2. Apply the 7 C’s of effective 2. Apply the 7 C’s of effective communication.communication.
3. Pre-test!!3. Pre-test!!
PPT CCP 04/20/23 4Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Hierarchy of Communication Hierarchy of Communication EffectsEffects
5%
20%
40%
60%
80%
0
10
20
30
40
50
60
70
80
90
Exposed toMessage
Understand Message
Approvemessage
Intend toAct
Act
PPT CCP 04/20/23 5Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Complete a Creative Strategy OutlineComplete a Creative Strategy Outline
• Develop a creative concept (brainstorm Develop a creative concept (brainstorm
ideas with creative and technical people)ideas with creative and technical people)
• Pretest the creative concept and revisePretest the creative concept and revise
• Write the script/textWrite the script/text
• Select images/storyboardSelect images/storyboard
• Pretest storyboard/rough layoutsPretest storyboard/rough layouts
• Revise based on the pretestRevise based on the pretest
• Produce final materialsProduce final materials
PPT CCP 04/20/23 6Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept (Review research and brainstorm (Review research and brainstorm
with creative and technical staff)with creative and technical staff)
PPT CCP 04/20/23 7Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
A Creative Concept is:A Creative Concept is:
The overall creative context in which The overall creative context in which the key message is presented, the key message is presented, sometimes referred to assometimes referred to as
““The Big Idea.”The Big Idea.”
PPT CCP 04/20/23 8Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Creative conceptCreative concept
After identifying the key benefit that After identifying the key benefit that appeals best to your audience appeals best to your audience segment, the next step is find out segment, the next step is find out how best to present the key benefit.how best to present the key benefit.
PPT CCP 04/20/23 9Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Pretest creative concept and revisePretest creative concept and revise
PPT CCP 04/20/23 10Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Pretest creative concept and revisePretest creative concept and revise
• Write a draft script/textWrite a draft script/text
PPT CCP 04/20/23 11Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Use the best talents availableUse the best talents available
If you want professional quality If you want professional quality materials, use professionals.materials, use professionals.
If you want amateur results, use If you want amateur results, use amateurs. amateurs.
PPT CCP 04/20/23 12Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Pretest creative concept and revise Pretest creative concept and revise
• Write a draft script/textWrite a draft script/text
• Select images/storyboardSelect images/storyboard
PPT CCP 04/20/23 13Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
A StoryboardA Storyboard
A series of pictures, eitherA series of pictures, either
photographed or drawn, whichphotographed or drawn, which
represent what will appear on therepresent what will appear on the
screen shot-by-shot, or scene-byscreen shot-by-shot, or scene-by
scene. The words for each scenescene. The words for each scene
are written under each picture.are written under each picture.
PPT CCP 04/20/23 14Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Pretest creative concept and revisePretest creative concept and revise
• Write a draft script/textWrite a draft script/text
• Select images/storyboardSelect images/storyboard
• Pretest storyboard/rough layoutsPretest storyboard/rough layouts
PPT CCP 04/20/23 15Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Pretest creative concept and revisePretest creative concept and revise
• Write draft script/textWrite draft script/text
• Select images/storyboardSelect images/storyboard
• Pretest storyboard/rough layoutsPretest storyboard/rough layouts
• Revise based on the pretestRevise based on the pretest
PPT CCP 04/20/23 16Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Steps for Developing MaterialsSteps for Developing Materials
• Develop a creative concept Develop a creative concept
• Write a draft script/textWrite a draft script/text
• Select images/storyboardSelect images/storyboard
• Pretest storyboard/rough layoutsPretest storyboard/rough layouts
• Revise based on the pretestRevise based on the pretest
• Produce final materialsProduce final materials
PPT CCP 04/20/23 17Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The 7 C’sThe 7 C’s
PPT CCP P. 1
PPT CCP 04/20/23 18Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective The Seven C’s of Effective CommunicationCommunication
Command Command
Attention!!!!Attention!!!!
PPT CCP 04/20/23 19Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command Attention Command Attention
Clarify the Message Clarify the Message
PPT CCP 04/20/23 20Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Be sensitive to Be sensitive to
• Cultural contextCultural context
• Political prioritiesPolitical priorities
• Social valuesSocial values
494.PPT CCP P. 12
494.PPT CCP P. 22
PPT CCP 04/20/23 23Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Use the best talents availableUse the best talents available
If you want professional quality If you want professional quality materials, use professionals…materials, use professionals…
If you want amateur results, use If you want amateur results, use amateurs. amateurs.
PPT CCP 04/20/23 24Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command Attention Command Attention
Clarify the Message Clarify the Message
Communicate a Benefit Communicate a Benefit
PPT CCP 04/20/23 25Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command Attention Command Attention
Clarify the Message Clarify the Message
Communicate a Benefit Communicate a Benefit
Consistency Counts Consistency Counts
PPT CCP 04/20/23 26Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Importance of ConsistencyImportance of Consistency
Every element of a campaign (words, Every element of a campaign (words, graphics, sound, images, etc.) graphics, sound, images, etc.) should support one central key should support one central key benefit to a single audience segment.benefit to a single audience segment.
PPT CCP 04/20/23 27Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
One sight-one sound principleOne sight-one sound principle
Whenever possible, characters, Whenever possible, characters, actors, models, logos, color and actors, models, logos, color and sound themes used in one material --sound themes used in one material --for example a TV drama or spot for example a TV drama or spot should also be used in all other should also be used in all other materials.materials.
PPT CCP 04/20/23 28Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command Attention Command Attention
Clarify the Message Clarify the Message
Communicate a Benefit Communicate a Benefit
Consistency Counts Consistency Counts
Cater to the Heart and Head Cater to the Heart and Head
PPT CCP 04/20/23 29Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
7 C’s of Communication7 C’s of Communication
An emotional appeal is often more An emotional appeal is often more persuasive than the rational facts.persuasive than the rational facts.
PPT CCP 04/20/23 30Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
Important tip…Important tip…
““Do not address readers as though Do not address readers as though they were gathered in a stadium. they were gathered in a stadium. When people read copy (e.g. a poster) When people read copy (e.g. a poster) they are alone. Address them as they are alone. Address them as another, second person singular.”another, second person singular.”
PPT CCP 04/20/23 31Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command Attention Command Attention
Clarify the Message Clarify the Message
Communicate a Benefit Communicate a Benefit
Consistency Counts Consistency Counts
Cater to the Heart and Head Cater to the Heart and Head
Create TrustCreate Trust
PPT CCP 04/20/23 32Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command AttentionCommand Attention
Clarify the MessageClarify the Message
Communicate a BenefitCommunicate a Benefit
Consistency CountsConsistency Counts
Cater to the Heart and HeadCater to the Heart and Head
Create TrustCreate Trust
Call to ActionCall to Action
PPT CCP 04/20/23 33Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
Command AttentionCommand AttentionClarify the MessageClarify the MessageCommunicate a BenefitCommunicate a BenefitCater to the Heart and HeadCater to the Heart and HeadConsistency CountsConsistency CountsCreate TrustCreate TrustCall to ActionCall to ActionCalculate the Results!Calculate the Results!
PPT CCP 04/20/23 34Center for Communication ProgramsCenter for Communication ProgramsU N I V E R S I T Y U N I V E R S I T Y
OHNS HOPKINS OHNS HOPKINS J J
The Seven C’s of Effective CommunicationThe Seven C’s of Effective Communication
• Command AttentionCommand Attention• Clarify the MessageClarify the Message• Communicate a BenefitCommunicate a Benefit• Consistency CountsConsistency Counts• Cater to the Heart and HeadCater to the Heart and Head• Create TrustCreate Trust• Call to ActionCall to Action