Communications+and+Media

=Communications and Media= toc

Communications and Media Links
//See also the pages// Case Study -- Privacy & New Technologies Case Study -- Telephones Case Study -- The Death of Newspapers Case Study -- Lady Gaga

2012 Semester 2 Test: Revision Exercises
> //Don't forget our Powerpoints, below (and also at the bottom of this page).// > > > > //Here are some suggested case study links://
 * 1) Our most recent Powerpoint presentations:
 * 1) //Look over your responses to the exercises further down this page.//
 * 1) //The Crosswords page has a set of words for which it would be useful to know definitions. These are largely taken from the **Public Relations & Communications** word search handout.//
 * 1) //Familiarise yourself with **3-5 case studies**, so that you have examples to draw upon in the short-answer and long-response questions.//

//IDs now matter instead of ideas//
// "A political party must have a reasonably clear purpose in order to succeed. Sustained loss of purpose will ultimately destroy any organisation. As someone else in the spin business once put it, you cannot polish a turd...Here in Canberra, the number of public relations operatives inside the federal government alone exceeds by a factor of five the number of working journalists in this city." // //[|Jack Waterford, CT 24 Nov 2012]//

//Australians are "kind of, like, over" Facebook//
//[|Australians over Facebook]//

Jeff Bezos -- founder of Amazon (25 min)
[] // Note the beginnings of Amazon -- its origin as an idea, its early growth and where it was innovative. Bezos studied mail-order businesses, and his early experience was in a hedge fund. This, and his manic attention to detail, helped Amazon to survive the 2000-01 "Tech Crash" and a long period without a profit. //

Where's the love? IT & Communications industry losing customer focus
[|Mobile telephone -- mobile "traffic jams" in 3G spectrum]

[|iTunes 11 -- "Time has run out"]
iTunes 11 is slow, bloated and needs a complete overhaul. //SMH 4-12-2012//

[|Groupon fights for its life as daily deals fade]
// Critics say the torrid growth that enabled Groupon to go public at $US20 a share just a year ago was fuelled by merchants buying into a new type of marketing that they didn't fully understand. The discounts offered through the Groupon coupons have turned out to be costly, and the repeat business they generate uncertain. //

[|Why Mobile Matters if you sell online]
// Flying Solo's analytics show that mobile traffic has risen from 5 to 17 percent this year, and they don't even have a mobile site. //

Gamification in Business
Businesses are making use of games technologies and techniques to motivate their workers and engage with their customers. Using the [|Gamification of Work wiki] and other references, answer the following:
 * 1) Write your own definition of **gamification**, inserting references to 3 other definitions.
 * 2) Choose one of the industries listed on the left of Gamification of Work wiki. Search further for an enterprise that uses gamification in its business.
 * 3) In the e-Commerce link to the left of the page, explain how Quibids has "gamified" their business.
 * 4) How does the Quibids approach convince customers to part with their money?
 * 5) What problems or disadvantages could arise from this approach?

Online Security
[|Passwords that drive hackers away]
 * Describe THREE measures you can take to improve your own online security.

Augmented Reality & BYOD
IBM: [|Transactions begin at the moment of awareness]
 * Using the above link, describe FIVE changes that IBM Mobile Enterprise suggests to incorporate mobile technology in their business.
 * In your own words, write definitions of Augmented Reality (AR) and BYOD (Bring Your Own Device).
 * Don't use Wikipedia! //Every time a student uses Wikipedia, somewhere an angel dies.//
 * Explain what equipment, hardware, software, training and connectivity are needed if BYOD is to work for a business engaged in customer service.
 * Find and describe THREE possible uses for AR technology in the management of a business.

Convergence of Media
//Scientists have been forbidden to use the word "hobbit" in a free public lecture about an early-hominid fossil...// [|Tolkien estate bans scientist's reference to "hobbits"] [|...apparently, however, this is OK:] //Air New Zealand has set out to take passengers on a flight of fantasy in its latest in-flight safety video, enlisting **hobbits**, orcs and elves to urge passengers to fasten their seatbelts.//
 * Why do you think the Tolkien estate believes "it is not possible...to allow generic use of the trademark 'hobbit'?"
 * Should a copyright owner be allowed to ban the use of particular words in public, non-profit settings?
 * Is prohibiting use of the word "hobbit" a good idea?
 * How is it possible to enforce this prohibition?
 * What benefits are there to the Tolkien estate in having the word "hobbit" widely used in general conversation?
 * As a marketing/public relations specialist, how would you advise the Tolkien estate to deal with this matter?

LucasArts: Star Wars franchise
//One of the earliest and most successful multi-media enterprises: LucasArts, producer of the Star Wars films, telemovie, DVDs, cartoons, toys, computer games, online multiplayer games, books,...// [|Disney pays $4 billion for Star Wars franchise]-- //Disney, the corporate entertainment giant, has just swallowed LucasArts.//

Find Disney's [|2011 annual report] (look under "investor relations") 1. 2. 3. 4.
 * List SIX other media enterprises owned by The Walt Disney Company (Disney)
 * Find at least one more business that you think is unusual or you did not expect Disney owns.
 * Why does this surprise you?
 * Suggest another company that Disney might consider taking over. Explain why you think this might be a good business acquisition for Disney.
 * List advantages and disadvantages of LucasArts being owned by Disney, instead of remaining independent.
 * >> Advantages of Disney ownership || >> Disadvantages of Disney ownership ||

Compare and Contrast exercise: Public Relations and Facebook
//The 2012 Term 4 Assignment is a task that "compares and contrasts" two media companies' adaptation to digital competition. This question requires discipline -- you cannot choose everything, and so you should concentrate on an aspect that lets you draw a coherent, insightful conclusion.//

Choose TWO of the following case studies and complete the Compare and Contrast exercise below:

[|Kia campaign draws Facebook firestorm]
//Carmaker Kia draws criticism for linking Facebook "likes" with donating food for disaster victims//

[|GM axes Facebook ads]
//Car giant General Motors declares it will drop advertising from Facebook, considering them to have "low impact"//

[|Advertisers to moderate user posts on Facebook]
//Advertisers accept their duty to vet Facebook posts after a controversial court ruling//
 * Compare and contrast** the two case studies:
 * 1) Give a brief description of each case study, focusing on the Public Relations aspects (50w)
 * 2) Compare: what similarities are there between the two cases? Explain your response.
 * 3) Contrast: what differences exist between the cases? Explain your response.
 * 4) Conclusion: what do these similarities and differences tell us?

Exercise -- Mon 15 Oct 2012
//Read the article on ONE of the products below, and complete the following questions. All articles are from the Sydney Morning Herald website at// **smh.com.au**

[|Winning formula tested on e-Books]
//The "bundling" model of sales has been successful in selling computer games. Can it work for e-books?//

[|Data centres reach for the sun]
//Our favourite internet services -- Google, YouTube, Guinea Pig Monthly -- all operate in data centres which process the necessary data. The process is incredibly energy-intensive. Some estimates put the internet at 10% of all energy usage in developed nations. How can the impact of this energy be minimised?//

[|Amphibious vehicle to go on sale in the US]
//The Quadski is a "one-person all-terrain vehicle that doubles as a personal watercraft".// //It can do 72 km/h on land, and the same on water.// //Why? Just...why?//

**Questions**

 * 1) Consider potential markets for the product. What sort of individuals might be interested in purchasing?
 * 2) Consider the price that will be asked. To whom does this limit the market?
 * 3) How could the experience be personalised, ie made specific to the individual?
 * 4) What business or corporate applications might there be?
 * 5) How would you approach a corporate customer differently to an individual?
 * 6) Come up with a brief (50 word) advertising campaign, targeting one of the potential markets discussed above.

Apple and Samsung rivalry -- iPhone 5 Launch Ambush Marketing
[|Gruen Planet 26-9-2012] //ABC Television//
 * 1) In which market/s is Apple operating? Note there is more than one.
 * 2) Is Samsung involved in all the same markets as Apple?
 * 3) In what markets are the two companies competing with each other?
 * 4) How does Apple promote its iPhone 5 -- which features are emphasised, and which disadvantages are not mentioned?
 * 5) What features does Samsung emphasise?
 * 6) Why does Samsung "ambush" Apple's iPhone launches?
 * 7) Is Samsung's ambush marketing legitimate, or is there something unethical/wrong about it?
 * 8) Which company do you think will gain a greater market share from this interaction? Why?
 * 9) In what way should Apple respond to Samsung's actions? Why?

Lady Gaga "Born This Way"
[|Lady Gaga launches a body image revolution]

Public Relations (PR) Theory exercise

 * 1) Choose a disaster or other negative public event
 * 2) You are the publicist with the job of sketching out alternative PR responses to the situation. Your CEO has told you to come up with two different approaches: one that **persuades** the public that the company is dealing with the disaster, and one that **manipulates** the public into believing this is the case.
 * 3) Complete the following table. An example has been completed for you, based on the Bhopal Union Carbide disaster:
 * Media used for response || MANIPULATE || PERSUADE ||
 * //Union Carbide Company website// || * //Accident was caused by sabotage//
 * //Complied with Indian Supreme Court directions//
 * //Indian government has taken responsibility for the site//
 * //The disaster was a long time ago// || * //Apologise for insufficient safety and security precautions at the site.//
 * //Regret past actions in denying responsibility and appealing lower court decisions//
 * //Union Carbide has changed its internal security and public relations policies to reflect social engagement//
 * //Company has donated a significant sum to environmental repair and medical facilities.// ||
 * Television || 5 lines each ||  ||
 * Print (newspaper) ||  ||   ||
 * Social media ||  ||   ||
 * Billboard ||  ||   ||

Union Carbide Bhopal disaster 1984
Union Carbide [|statement]on Bhopal -- a masterpiece of understatement. [] -- somewhat more detail, less flattering to Union Carbide and its owner, Dow Chemical.

BP Gulf of Mexico oil spill disaster 2010
[|Recent press release from BP] -- you could be excused for thinking that the disaster didn't happen [] -- critical of BP, released at the time of the disaster

Nudge Theory
//Governments and corporations are turning to "[|nudge theory]" -- the use of behavioural economics to modify people's behaviour. For example, the UK government has increased tax receipts by informing taxpayers of how much their neighbours have paid.//

[|Clinging to the Remnants of Youth] //SMH// 17 Sep 2012
//Channel 10 Television is experiencing a [|decline in viewership]among its target demographic: 18-49 year olds. Significant change is necessary if Australia's "young" TV network is to survive.//
 * 1) Describe THREE problems for Channel 10, according to the article.
 * 2) Who are Channel 10's competitors? Describe SIX competitors, remembering that these competitors are not all TV broadcasters.
 * 3) Conduct a SWOT analysis for Channel 10.
 * 4) Explain which competitors are a long term threat to Channel 10, and which are less important or only temporary?
 * 5) Outline a marketing approach for Channel 10 that you believe will help turn around its fortunes.

Last week The Humble Bundle group released their first e-book bundle to see if their successful formula for independent games would translate to books. In 2010, Wolfire Games, inspired by Valve's Steam distribution platform, attempted to gather small independent developers to sell, for a limited time, a collection (which they called a bundle) of five games.

Read more: [|http://www.smh.com.au/it-pro/innovation/blogs/smoke--mirrors/bundle-of-joy-winning-formula-tested-on-ebooks-20121012-27h34.html#ixzz29KG68d00]

Last week The Humble Bundle group released their first e-book bundle to see if their successful formula for independent games would translate to books. In 2010, Wolfire Games, inspired by Valve's Steam distribution platform, attempted to gather small independent developers to sell, for a limited time, a collection (which they called a bundle) of five games.

Read more: [|http://www.smh.com.au/it-pro/innovation/blogs/smoke--mirrors/bundle-of-joy-winning-formula-tested-on-ebooks-20121012-27h34.html#ixzz29KG68d00]

Motivation in the workplaceLast week The Humble Bundle group released their first e-book bundle to see if their successful formula for independent games would translate to books. In 2010, Wolfire Games, inspired by Valve's Steam distribution platform, attempted to gather small independent developers to sell, for a limited time, a collection (which they called a bundle) of five games

Motivation in the workplaceLast week The Humble Bundle group released their first e-book bundle to see if their successful formula for independent games would translate to books. In 2010, Wolfire Games, inspired by Valve's Steam distribution platform, attempted to gather small independent developers to sell, for a limited time, a collection (which they called a bundle) of five games