ELEC 1020 Media Production: Technology and Design Lecture 2

ELEC 1020
Media Production: Technology and Design
Lecture 2
Prof. James She (james.she@ust.hk)
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Announcement
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Lab 1 next Monday @ 3119 in the Lab. building
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TAs will show you where it is (after the lecture if
necessary)
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Don’t come late
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Announcement – Course website
(www.ee.ust.hk/elec1020)
(course.ee.ust.hk/elec1020)
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Last lectures
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Outcomes from this lecture
1. Digital Media
2. Marketing
3. Design Principles
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Recall: What’s Media?
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In-class Activity (Group, 5 mins): What’s Media?
Requirements/Constraints of
• Production: 1-2 best answer
• Delivery: 1-2 best answer
• Presentation: 1-2 best answer
Medium
1.
2.
3.
Content
1.
2.
3.
Outdoor Billboard
Media
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Outcomes from this lecture
1. Digital Media
2. Marketing
3. Design Principles
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What is Marketing?
Marketing is
1. “the process of performing market research, selling products and/or services
to customers and promoting them via advertising to further enhance sales.”
– wikipedia.com
2. “the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large.” – American Marketing Association
and more…
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Type of Marketing:
Marketing is
1. One-to-one marketing
2. Mass marketing (1-to-all)
3. Word-of-mouth marketing (Viral marketing)
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One-to-one Marketing:
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promote messages/ services/ products to one customer at a time.
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identify and then meet their individual needs. (personalized)
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aim to repeat this many times with each customer, such that powerful
lifelong relationships are forged.
e.g., a sale-person, a personalized letter, a marketing phone call, etc.
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Mass Marketing
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to sell through persuasion of a product/ idea/ service to a wide audience.
•
to broadcast a message that will reach the largest number of people.
e.g., radio, television and newspapers as the medium used to reach this
broad audience.
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Word-of-Month Marketing:
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a form of promotion (oral/written/visual),
in which satisfied customers tell other
people how much they like an idea,
product, service, business or event.
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a more credible form of advertising
because people who may not gain
anything personally by promoting
something put their reputations on the
line every time they make a
recommendation.
e.g., your friends, your families, gmail, etc.
(from “The impact of word-of-mouth marketing: a
McKinsey report”)
http://www.freshnetworks.com/blog/2010/04/assessingthe-impact-of-word-of-mouth-marketing-a-mckinseyreport/
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In-class Activity (Individual - 5 mins):
Marketing yourself to be remembered
You
Talk to as many as you can…
• Your Name:
• Dept:
• Interests:
• Something special of yourself
Others
How many could be
remember?
•
•
Get the name
Able to describe him/her
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Why Digital Media?
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Online/Digital Marketing
More effective
- recalled your self-introduction to your fellow classmates
- lower-cost, faster, bigger coverage, mass customization, etc.
- the power of Internet, mobile networks and social networks (email, web,
sms, fax, etc.)
- the power of digital media (not just a simple text for marketing, but with
Multimedia?!)
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Example of Digital Media
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•
•
•
•
•
•
•
•
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Text in Web/Hypertext (links)
Audio (Surround sounds)
Image
Animation
Video (3D)
Email, Internet, Social Media and Networks
Mobility and Location (from your smart phones)
Gesture?
Smells?
Or more
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Outcomes from this lecture
1. Digital Media
2. Marketing
3. Design Principles
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Design…
…Principles
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Design Principles
Creating the right digital media
Anyone know how to
create a powerpoint slide?
but are you sure that you
could make a good one?
http://www.youtube.com/watch?v=lpvgfmEU2Ck
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Design Principles
Maximize the marketing impacts
A piece of
marketing message
from a company, individual
or charity
The multimedia
marketing thing
you designed
The perceived message
by a group of audience
Is the perceived message
1. correct?
2. clear and complete?
3. reaching the right group of audience?
4. covering enough audience?
5. sticky to the audience (i.e., people get impressed and remember)?
 The more ‘Yes’ above, the audience have more perceived impacts.
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Design Principles
A. Understanding the original marketing message
1. what is the contextual meanings?
2. any other cultural meanings?
3. from who (e.g., a charity)? to who (e.g., student)?
4. what impression/ image is needed?
5. how long is aimed to last?
6. etc.
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Design Principles
B. Knowing more about your targeted audience
1. what are the environments they perceive the message?
2. what are their ages? and demographics?
3. what are the common languages?
4. their cultures?
5. their educational backgrounds?
6. etc.
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Design Principles
C. Identifying the right digital media and
multimedia technologies
1. Making it artistically and technically looking good/pretty?
2. Is it the right media type (e.g., text, song, photo, video, etc.) and
the form of presentation/delivering (e.g., email? facebook?)
3. the perceptual meanings (e.g., visually) aligned to the meanings of
the original message?
4. Is the media effect (e.g., loudness, tones, styles) aligned to the
original message?
5. Is it a right mix of various digital media?
6. etc.
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Design Principles
Imagining and Engineering
1. Come up with a few sketches of design concepts (e.g., a visual
story, a static image, an audio clip) that meet A + B + C
2. Refine or combine these
3. Implement within the constraints in terms of time, manpower,
budget, space, etc.
4. Go back to 2. or 1. until you feel good!
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Design Principles
A Good Example of Bad Design: British Doors
“…The door on the left tells us to push,
but is locked shut for some strange
reason. The one on the right does open
but the handle tells us to pull.
Doors are not new technology. You’d
think people would have figured out how
to design their function and form to
facilitate use. Not always.”
(from http://www.cashewman.com/2009/12/a-good-example-of-baddesign-british-doors/)
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- End of Lecture 2 -
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