Introduction Master track
Aug 28, 2014
14.00 – 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
8 weeks
8 weeks
4 weeks
Required courses
Basic of the track
2 * 12 EC
Selection of theme,
matching with supervisor
8 weeks
Research
Methods
Tailored to
Thesis
6 EC
8 weeks
Electives
2 * 6 EC
4 weeks
Thesis
18 EC
Message strategies (Stephanie Welten)
Elements of the message that persuade
Stephanie
Welten
(2xS1)
Saar
Mollen
(S1)
Barbara
Schouten
(S1)
Annemiek
Linn
(S2)
Gert-Jan
de 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
Message Strategies
What?
8
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
Persuasion in a Social Environment
(Saar Mollen)
Impact of others
Saar Mollen
(S1)
Stephanie
Welten (S2)
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)
New media strategies
Barbara
Schouten (S2)
Annemiek
Linn (S1)
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 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)
Persuasion & Resistance
(Sophie Boerman)
The sky is not the limit
Sophie
Boerman
(2 x S1)
Guda
van Noort
(coordinator)
Eva van
Reijmersdal
(2xS2)
Marieke
Fransen
(S2)
Brand Communication (Daan Muntinga)
Value of brands for decision making
Peeter
Verlegh
(S2)
Annemarie
Wennekers
(2 x S1)
Daan Muntinga
(S1&S2)
Marijn
Meijers
(2xS2)
Lotte
Willemsen
(S1)
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 Schuilwerve
Huub Schuijn
Anke Kuik
THANK YOU
Questions?