1. Introduction Master track Aug 28, 2014 14.00 – 15.00 at C0.02

2. 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

3. 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, …

4. perscom.nl

5. PersCom in the Master Required courses Basic of the track 2 * 12 EC Research Methods Tailored to Thesis 6 EC Electives 2 * 6 EC Thesis 18 EC Selection of theme, matching with supervisor 8 weeks 4 weeks8 weeks 4 weeks

6. 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)

7. 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. 8 Message Strategies What?

9. 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)

10. 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)

11. “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

12. Saar Mollen (S1) Stephanie Welten (S2) Persuasion in a Social Environment (Saar Mollen) Impact of others

13. Persuasion in a Social Environment Human decisions and behaviors are strongly influenced by others’ opinions and behaviors.

14. 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).

15. Entertainment Education & eHealth (Annemiek Linn) Barbara Schouten (S2) Annemiek Linn (S1) New media strategies

16. 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

17. 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

18. “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

19. 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

20. “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

21. 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

22. Peeter Verlegh (S2) Annemarie Wennekers (2 x S1) Daan Muntinga (S1&S2) Marijn Meijers (2xS2) Lotte Willemsen (S1) Brand Communication (Daan Muntinga) Value of brands for decision making

23. Also interesting for “Perscom-mers” PR, media en publiek (Corpcom) Political Marketing (Polcom) And all the other electives

24. The Thesis Preparation Group (Hilde Voorveld) Where it all ends

25. Questions?

26. UvA experience Simone Schuilwerve Huub Schuijn Anke Kuik

27. THANK YOU Questions?