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Introduction to Materials Development

Introduction to Materials Development. PPT CCP P. 1. Session Objectives. Understand the process of materials development Understand the ‘7 C’s of communication and how to apply them to materials development. Main Idea. For effective development of materials, we need to:

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Introduction to Materials Development

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  1. Introduction to Materials Development PPT CCP P. 1

  2. Session Objectives • Understand the process of • materials development • Understand the ‘7 C’s of • communication and how to apply • them to materials development

  3. Main Idea • For effective development of materials, we need to: • 1. Appreciate the situation from the audience point of view • 2. Apply the 7 C’s of effective communication. • 3. Pre-test!!

  4. Hierarchy of Communication Effects

  5. Steps for Developing Materials • Complete a Creative Strategy Outline • Develop a creative concept (brainstorm ideas with creative and technical people) • Pretest the creative concept and revise • Write the script/text • Select images/storyboard • Pretest storyboard/rough layouts • Revise based on the pretest • Produce final materials

  6. Steps for Developing Materials • Develop a creative concept (Review research and brainstorm with creative and technical staff)

  7. A Creative Concept is: • The overall creative context in which the key message is presented, sometimes referred to as • “The Big Idea.”

  8. Creative concept • After identifying the key benefit that appeals best to your audience segment, the next step is find out how best to present the key benefit.

  9. Steps for Developing Materials • Develop a creative concept • Pretest creative concept and revise

  10. Steps for Developing Materials • Develop a creative concept • Pretest creative concept and revise • Write a draft script/text

  11. Use the best talents available • If you want professional quality materials, use professionals. • If you want amateur results, use amateurs.

  12. Steps for Developing Materials • Develop a creative concept • Pretest creative concept and revise • Write a draft script/text • Select images/storyboard

  13. A Storyboard A series of pictures, either photographed or drawn, which represent what will appear on the screen shot-by-shot, or scene-by scene. The words for each scene are written under each picture.

  14. Steps for Developing Materials • Develop a creative concept • Pretest creative concept and revise • Write a draft script/text • Select images/storyboard • Pretest storyboard/rough layouts

  15. Steps for Developing Materials • Develop a creative concept • Pretest creative concept and revise • Write draft script/text • Select images/storyboard • Pretest storyboard/rough layouts • Revise based on the pretest

  16. Steps for Developing Materials • Develop a creative concept • Write a draft script/text • Select images/storyboard • Pretest storyboard/rough layouts • Revise based on the pretest • Produce final materials

  17. The 7 C’s PPT CCP P. 1

  18. The Seven C’s of Effective Communication • Command • Attention!!!!

  19. The Seven C’s of Effective Communication • Command Attention • Clarify the Message

  20. Be sensitive to • Cultural context • Political priorities • Social values

  21. 494.PPT CCP P. 12

  22. 494.PPT CCP P. 22

  23. Use the best talents available • If you want professional quality materials, use professionals… • If you want amateur results, use amateurs.

  24. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit

  25. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Consistency Counts

  26. Importance of Consistency • Every element of a campaign (words, graphics, sound, images, etc.) should support one central key benefit to a single audience segment.

  27. One sight-one sound principle • Whenever possible, characters, actors, models, logos, color and sound themes used in one material --for example a TV drama or spot should also be used in all other materials.

  28. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Consistency Counts • Cater to the Heart and Head

  29. 7 C’s of Communication • An emotional appeal is often more persuasive than the rational facts.

  30. Important tip… • “Do not address readers as though they were gathered in a stadium. When people read copy (e.g. a poster) they are alone. Address them as another, second person singular.”

  31. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Consistency Counts • Cater to the Heart and Head • Create Trust

  32. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Consistency Counts • Cater to the Heart and Head • Create Trust • Call to Action

  33. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Cater to the Heart and Head • Consistency Counts • Create Trust • Call to Action • Calculate the Results!

  34. The Seven C’s of Effective Communication • Command Attention • Clarify the Message • Communicate a Benefit • Consistency Counts • Cater to the Heart and Head • Create Trust • Call to Action

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