WEEK 4 { initial research & campaign objective }

INITIAL RESEARCH FINDING & CAMPAIGN OBJECTIVE

Initial Research
Understand the background and theory of "sharing". (Ashwanity/ Malathy)
Understand the collaborative consumption model in different business categories. (Kugen/ Zulkarnain)
Study the strength and weakness of the collaborative consumption. (Chong Chian Wen/ Izzral)

Blog Update | students are required to update the following information 
1. Research report: a reflected report base on the assigned topic for initial research. Please post the link for relevant reference, reading, site, video..etc. 
2. Analysis of the benefits and problems of collaborative consumption. (List, Table, Chart, or Points)
3. Discuss with you group member to decide the campaign objective and target audience. (For class discussion - week 5)

Notes | relevant information for weekly discussion

• Things to consider when setting Campaign Objective:
1. What's the goal of the campaign?
2. Do you want to change public opinion, instead of the messages that are important to you. 
3. Is the campaign short-term or long-term?

• Things to consider to narrow your Target Audience:
1. Which audience best helps you meet your specific campaign objectives?
2. Is this audience persuadable?
3. Which segment has the most influence and impact?
4. Can you realistically reach the target audience? (understand their demographics and media consumption patters)

(GLAAD & MAP, 2008)