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WC communication blok 4 week 3

WC communication blok 4 week 3. Agenda. Viral marketing presentation What makes a campaign? Homework All RT3. Exercise: what makes a campaign? Part 1 (20 minutes). Work with your research team:

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WC communication blok 4 week 3

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  1. WC communication blok 4 week 3

  2. Agenda • Viral marketing presentation • What makes a campaign? • Homework • All • RT3

  3. Exercise: what makes a campaign?Part 1 (20 minutes) Work with your research team: • Each team should try to explain the campaigns they have brought to the other team - the other team should ask clarification questions • Agree which campaigns are cross media and which are not

  4. Exercise: what makes a campaign?Part 2 (60 minutes) Work with your research team: • Assign the following roles within the team • Chair person, time-keeper, note-taker and cheer-leader • For the campaign you have chosen discuss answers to the following questions: • What do you think the creative concept is? • What do you think the consumer insight is? • Why is it cross media or not? • What individual elements does the campaign contain? • How do these elements work together (do some do support work, while others drive the consumer between elements)? • Visualize how all the elements of the campaign work together (make a map of the campaign) on flip-over • Include the target group, the insight and the creative concept • When you are finished stick the flip over on the wall

  5. Campaign map: existing campaign

  6. Homework: All • Brainstorm ideas for a campaign based on your creative concept • Develop 3 campaign outlines for the eBay • Visualize them showing how the story works (perhaps using a campaign map) These should be ready to be discussed in the next lesson

  7. Homework: RT 3In- / thru- game advertising • RT 3 should prepare a presentation of no more than 10 minutes to answer the following questions: • What is in- and thru-game advertising and what is the difference? • What are the advantages of in- and thru- game advertising and how can they be used? • What are the potential problems with in- and thru-game advertising (there may be differences here)? • What are the latest developments in in- and thru-game advertising? • 2 examples of in-game and 2 examples of thru-game advertising • This should be ready to present next week at the beginning of the werkcollege

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