Case Study Communication and Media
Case Study Communication and Media
Key points in relation to the pleasure bound to be gained by children from attending the launch
A pleasurable learning experience will be in store for the children who attend the launch; for example, use of picture books and practical items for the learning session in the program A tour of the publishing house will be organized where the children will get a chance to learn the publishing process An opportunity for the children to meet the invited writers of children’s scientific books A chance for the children to get answers to any questions they may have concerning science from the present scientific writers. Receiving of free samples of books which will be signed on the launch venue by the specific authors Fun scientific activities such as the children being allowed to learn processes using various objects and experiments (Garder, 1991) Field trips for schools’ science classes to the launch will enable the various classes to get a chance to have a fun class activity outside the classroom as a group There will be a science quiz where the winners will receive gift vouchers for the institution enabling them to acquire scientific books published by the Scientific Institute for Children The decor at the launch will be set in a scientific manner, for example, there will be mock orbits, with different planets and stars, where accessory telescopes and scientific gadgets will also be used (Gardner, 1991). There will be showcasing of a scientifically educative play for the children where the actors will be dressed as major scientists behind scientific theories, for example, Isaac Newton and others as astronauts.
The children will get free signed copies of scientific books they can use in their studies of science from their homes and in science classes Children will develop an appreciation of science as they understand the origin of things and they appreciate that learning science can be fun too as they are taught scientific concepts by writers of books and through plays and visual objects. Through the quiz section, children will be taught the correct ways to answer scientific questions hence the children will gain knowledge on approaches in answering scientific questions. Children will also gain communication skills, as they will interact with other children at the launch. The launch will provide a chance for the children to get a wide range of scientific books to choose from published by the Scientific Institution for Children
Implementation strategy for the actualization of the pleasures and benefits assured to the attendants of the launch
The program will be organized in a manner that it accommodates all the activities intended for the day. The famous writers of scientific works for children whose books are published by JRT Publishing will be invited to the launch. A certain number of giveaway books will be agreed upon by the management of the publishing company. These books will be awarded to the winners of the quiz. A number of the giveaway books agreed upon will be the books that the authors will sign at the launch to give to the children who will attend the launch. Invitations will be sent to surrounding schools, inviting the science class for the launch clearly stating the benefits that the day will have on science learning in class.
In the program for the day, part of the program will be set to teach the children the importance of science in society and the reason it is one of the most important courses in school. The children will be taught the origin of the most fundamental phenomenon in life and the application of science in their day-to-day activities. This will be done using picture books and books that are identical to toys. This will enhance and maintain the children’s interests for a longer period (Horovitz, 2006). The children will then be given an opportunity to ask any questions they may have in regards to science and the earth. They will be encouraged to know that science is all about curiosity and will be encouraged to be aware of the scientific activities that go on around them in everyday life (Segal, Bardige, Woika & Leinfelder, 2006). The present authors of scientific works will be given an opportunity to answer the questions asked by the children.
After this, the authors will be stationed in a designated area, and the children will all go and individually receive a signed book from the author. The more personal involvement of the authors will aid in helping children to appreciate the books of the author and aid in developing an interest in the contents of the books (Glynn, Yeany & Britton, 1991). This will help increase the children’s knowledge and urge them to learn more about science hence necessitating them to buy books that are more scientific. It will also aid in indenting the memory of the experience in the child’s mind (Gardner, 1991). This will create a sense of personal relation in children with the Scientific Institute for Children publication house, which will make them urge their parents to buy them books from the publication house making them loyal customers
Children retain more of the information they see and do than what they hear (Scientists in school, 2012). Hence, during the day of the launch a section of the program will be put aside for a tour around the publishing house. The children will be shown the different processes that are undergone during publication of books. The scientific processes involved will be explained in simple terms, with which the children can relate. Various activities will be arranged which will serve both an educative and entertaining purpose to the children. Several simple experiments outlined in some of the scientific books published by the publishing house will be set with the children being allowed to form and work in groups. This will help the children interact with their peers and to learn various science processes by doing the experiments themselves. This will have a higher impact in the learning capability of the child than the impact that classroom theoretical teaching would have (Segal, Bardige, Woika & Leinfelder, 2006). This activity will also help in growing the children’s interactive skills, as they will carry out these experiments in groups. It will also give the children’s parents the incentive to buy the books for their children to help them continue learning even after the launch hence it will act as a marketing strategy for the publishing house.
The decor will also act as a teaching tool. By setting up the place in a scientific environment manner, the curious nature in the children will be ignited, prompting them to ask questions which when answered will lead to an increase in their scientific knowledge (Glynn, Yeany & Britton, 1991). Being visual learners, the children will get the knowledge ingrained in their minds making the launch a highly educative event. Children will love the place because of the interesting decor and will urge their parents to revisit the place and buy them books specifically from that publisher. In the program, there will be fun quizzes set where various children will participate with the winner getting a chance to get books published by the Scientific Institute for Children. This quiz will act as a platform for the children to showcase their knowledge, which will act as a boost to the children’s esteem. It will also teach approach skills to scientific questions, which will better the children’s performance in class (Center for Science, Mathematics, and Engineering Education, 2000). The questions set will have been derived from the scientific books published at the publication house hence the schools involved and the parents will find it necessary to by the books to enlarge the knowledge scope for the children.
Integration of the strategies in printed press campaign for the launch
Using graphics and pictures of scientific equipments in the printed advertisements will lead to a higher response level from children (Clow & Baack, 2007). Children have a basic interest in objects hence creating an advertisement with scientific objects strategically placed will capture the interest of children who will urge their parents to take them to the event (Guterman, 2011). The print advertisements should also be colorful to attract the children’s attention and encourage their attendance as the launch of the Scientific Institute for Children is meant to benefit children. Clearly stating the objectives of the launch and the benefits that will be attained will convince the parents to take their children to the launch since advertising to children should be aimed at creation of education for children (USCAnnenberg, 2011). The objectives of the launch will be opening a branch of the publishing house, which will aim at catering to the needs of children for scientific knowledge.
The launch will have educational benefits to the children and will generate an interest in science for the children by teaching them science in a fun way. Expressly outlining the type of fun activities planned for the participants will make the parents and children aware of what to expect while building up excitement for the event. The scientific writers of the books published by the publishing house that will be present on the day of the launch should be named in the advertisement as the main guests. This will publicize their work while at the same time familiarize the students with the writers of the books they read.
Integration of the strategies in a campaign for the local TV network
The event will require a lot of publicity, which can be generated by creating an advertisement to be aired in the local TV network. TV advertising is usually considered as the most effective advertising method when targeting the general mass (Clow & Baack, 2007). TV advertisements are usually short hence only the most vital information should be used and in a simply understandable way (Clow & Baack, 2007). The TV advertisement should be colorful, just like the print commercial, to attract the children. This is because children greatly influence their parents and will convince the parents to take them to the launch (Gore, 1989). The logo for the publishing house should be incorporated. This identifies the owner of the event.
The advertisement should outline the important points such as the benefits and pleasures that will be expected from the launch, which should be set in a manner appeals to children. It should also state the date, venue and time of the event and the invited guests, such as the writers. The fun activities such as the educative play and experiment participation should also be stated. The opportunity to win freebies should be said in the advert to generate the interest of the children as most people love winning. The TV advertisement should appear repetitively, that is more than once. Most children watch television on average more than 20hrs a week hence, a repetitive message will generate curiosity and interest (Horovitz, 2006).
Center for Science, Mathematics, and Engineering Education. (2000). Inquiry and the National Science Education Standards: A guide for teaching and learning. Washington, D.C: National Academy Press. Print.
Clow, K. E. & Baack, D. (2007). Integrated Advertising, Promotion, and Marketing Communications, 3rd edition. Pearson Education. pp. 165-171. Print.
Gardner, H. (1991). The unschooled mind: How children think and how schools should teach. New York: BasicBooks. Print.
Glynn, S. M., Yeany, R. H., & Britton, B. K. (1991). The Psychology of learning science. Hillsdale, N.J: L. Erlbaum Associates. Print.
Gore, A. (1989). Children’s TV Act of 1989 (Hearing before the U.S Senate Subcommittee on Comunications, No.101-221.) Washington, DC: U.S, Government Printing Office. Print.
Guterman, M. (2011). Marketing Strategies Targeting Children. Retrieved from: http://mediatargetschildren.blogspot.com/
Horovitz, B. (2006). Six strategies marketers use to get kids to want stuff bad. USATODAY. Retrieved from: http://usatoday30.usatoday.com/money/advertising/2006-11-21-toy-strategies-usat_x.htm
Scientists in school. (2012). HELP YOUR CHILD GET ‘HOOKED’ ON SCIENCE. Retrieved from: http://www.scientistsinschool.ca/for-parents.php
Segal, M., Bardige, B., Woika, M. J., Leinfelder, J. (2006). Sparking a Child’s Interest in Science. Retrieved from: http://www.education.com/reference/article/sparking-childs-interest-science/
USCAnnenberg School for Communication and Journalism. (2011). Marketing to Children: Strategies and Issues. Retrieved from: http://communicationmgmt.usc.edu/media/2011/marketing-to-children2.asp