( GAS )

Chap. 9 (Refer p.163)

( GAS )

Goals, Audience

and Scope

Goals, Audience

and Scope

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Porject 2-From Soongsil Univ. Information building to the previous Jeonghyesa area-“How to make walk around Jeonghyesa pleasantly?”-Group project : 5 persons or less-Due: June 8th, 3pm, jsy@ssu.ac.kr-Cover + 6pages, .ppt

IntroductionThere are 3 basics for communication exercise in medium

: Goals, Audience, Scope

Goals

- Answer to the “Why? ” of the whole

project

- Reason why the new media system is

being created.

△Lon Barfield says

“The developers of the system should have Goals.”

I. Developer Goals

1.Branding a company identity - To assist in the branding of a company

image

Providing information.

Providing entertainment.

☞ The system can build up audience & can be used as Advertising

2. Increasing traffic to a web site

- To increase the number of visitors

Providing information.

Providing entertainment.

3. Real advertising

- Part of a wider sales & marketing exercise.

4. Accompanying service

- To provide a service that supplements an

existing product(or service).

- Functional goal.

5. Entertainment- It is not really a goal in itself.

- Commercial selling of entertainment

- To attract visitors.

6. Mixing it up

- There is an interesting overlap

between two

- Brief visitor → regular visitor

- Browsing visitor → buying visitor

II. User Goals

1. Getting entertainment

- Just entertainment

- Games, music, movies

2. Physically getting something

- Proportion of sales taking place in the e-commerce world is on the up and up all the time.

☞ Minor user goal

3. Getting information

- It is a very broad, catch-all goal.

Product information.

Factual information about a certain subject.

Real-time information.

News.

Share price.

4. Communicating

- The web is used as a communication

medium to ‘chat ’ or exchange images

or music.

Win-win designs, Umbrella marketing- To develop a new media system that

lets the developer get what they want

while at the same time giving the user

what they want.

Audience

목 차 1. What is an Audience? 2. The old adage, “Know your user”3. The past case4. Today’s case5. Personalized web services6. Defining the user group7. Technological experience8. Q&A

1. What is an Audience? (in a dictionary)

The audience at a play, concert, film, or

public meeting is the group of people watching or listening to it.

- First of all, you should think about

Audience and User in computer system

2. The old adage, “Know your user” - You should be aware of the people who you are communicating with

ex) writing a book

putting a web-portal together

compiling a cd-rom

3. The past case -Once upon a time a lot of products

would have been crafted to match the user’s needs.

ex) a cobbler

a tailor etc

4. Today’s case - Everything in our society is mass

produced so many people think that today’s production can’t be crafted to the user needs.

ex) Craftspeople are left with only niche markets

- a cobbler, a tailor etc

5. Personalized web services

But it’s wrong!! One-to-one service is not completely dead, it is only sleeping- Today, a lot of sites are offering one-to-one

service

ex) First, the increase of web technology made it so that user are able to gain information what was crafted by the user’s needs.

In addition, personalized web services made a win-win situation.

The users – Get personalized service

The developers – Gets personal profiles and user behavior data

6. Defining the user group- You have to define the user in general terms

and in terms of the content of your product- You should think about general definitions that are related to the study of marketing

ex) income, work, interests, educational background

etc

7. Technological experience - You should consider the level of the

user group ex) First, their general computer skills

Secondly, their interactive skills

Thirdly, their experience with the web

(downloading times, URL, search engines etc)

- If you will pitch their level too high, they will never come back

If you will pitch their level too low, they will be annoyed and bored

- Solution multiple instructions, a slimmed down

interface for the experienced users supplemented by more detailed

information for the inexperienced users

Scope

*What Is The Subject?

*Have to sort out What you are going to say.- 무엇을 말해야 할것인가

*Defining the boundaries, decide on the depth of coverage and the manner

- 범위를 정하고 , 적용범위와 그 방법을 결정해야 한다 .

*Setting the boundaries smaller

• Not enough resources to realize the goals• Smaller goars = steps on the road toward larger goals

• Failure to plan in this way, Wasted investment

*Setting the boundaries larger

• Umbrella Marketing• Disscussion areas, overviews of current sites and search tool

*Choosing a logic

*Find a Logic fo what is in and what is out

- 범위를 정하고 , 적용범위와 그 방법을 결정해야 한다 .

*A well-defined pattern, a narrative, an argument or a vision.

- 잘 정의된 패턴 , 이야기 , 줄거리 , 미래상

*Communicating that logic to the user

• Choose a Good Scope좋은 범위를 설정해라

• Make sure that Communicated well to the user사용자와 잘 소통되도록 하라