Multimedia Designer Program, Odense

zope.ots.dk
  • No tags were found...

Multimedia Designer Program, Odense

Table of ContentSynopsis .............................................................................................................................. 3Introduction......................................................................................................................... 5Chapter 1: Marketing Research .......................................................................................... 61.1 TV in Denmark ......................................................................................................... 61.2 TV market in Denmark ............................................................................................. 61.3 Research on target group .......................................................................................... 71.3.1 Field research......................................................................................................... 71.3.1.1 Resume from questionnaire with 5 members from our potential target group... 71.3.1.2 Interviews............................................................................................................ 81.3.2 Desk research......................................................................................................... 81.3.2.1 Consumer market size....................................................................................... 101.4 MTV Internal situation ........................................................................................... 101.4.1 History.................................................................................................................. 101.4.2 MTV current situation.......................................................................................... 101.4.3 MTV Financially.................................................................................................. 111.5 MTV external situation........................................................................................... 111.6 Company chosen..................................................................................................... 121.6.1 Bestseller Internal situation.................................................................................. 121.6.1.1 Current situation................................................................................................ 121.6.1.2 Bestseller Financially........................................................................................ 131.6.2 Bestseller external situation ................................................................................. 141.7 Internal and external analysis of MTV & Bestseller .............................................. 151.8 Competition............................................................................................................. 161.8.1 Competition analysis: Porter’s five forces........................................................... 171.9 Marketing strategy .................................................................................................. 171.9.1 Marketing mix...................................................................................................... 181.9.2 Promotion Mix..................................................................................................... 181.9.2.1 Tools ................................................................................................................. 18Chapter 2: Market Communication .................................................................................. 212. Campaign strategy .................................................................................................... 212.1 Campaign background ............................................................................................ 212.2 Proposal for campaign ............................................................................................ 212.2.1 The Sender ........................................................................................................... 222.2.2 The Message ........................................................................................................ 222.2.3 The Receiver ........................................................................................................ 222.3 Campaign objectives............................................................................................... 232.3.1 Communication objectives................................................................................... 232.3.2 Media Flowchart .................................................................................................. 232.4 Part conclusion........................................................................................................ 252.5 Campaign Website Concept.................................................................................... 262.6 Website Concept ..................................................................................................... 262.6.1 Advergame Concept............................................................................................. 272.6.3 Success criteria..................................................................................................... 29Chapter 3: Visualisation.................................................................................................... 301


Introduction................................................................................................................... 301. Logo design............................................................................................................... 302.3.2 Hot styles ............................................................................................................. 31Colour Schemes for MTV Logotypes........................................................................... 33Development of the logo............................................................................................... 35The Website Design...................................................................................................... 37The Development process of web design ..................................................................... 38Star Analysis ................................................................................................................. 38Purpose.......................................................................................................................... 39Goal............................................................................................................................... 39Resources ...................................................................................................................... 39Tradition........................................................................................................................ 39Trend............................................................................................................................. 40Situation ........................................................................................................................ 40Observations ................................................................................................................. 40Banner Add Concept..................................................................................................... 40Final conclusion............................................................................................................ 43Chapter 4 Interaction Development................................................................................. 45Introduction................................................................................................................... 45System Development Methodology.............................................................................. 46Use Case Diagram......................................................................................................... 48Most Interesting Use Cases........................................................................................... 49“Happy Day Scenarios” for the Most Interesting Use Cases........................................ 49“Bad Day Scenarios” for the Most Interesting Use Cases............................................ 50Class Diagram............................................................................................................... 51Code Examples form the Website................................................................................. 53Code Examples form the Website................................................................................. 542.5.1 Website Map ........................................................................................................ 55Functional Features....................................................................................................... 56Technical Specifications ............................................................................................... 57Chapter 5: Project Management........................................................................................ 585.1 Project Objectives ................................................................................................... 585.2 Time table and work plan for Group 5.................................................................... 585.2 Group dynamic by Richard Weber ......................................................................... 59Conclusion .................................................................................................................... 60APPENDIX....................................................................................................................... 612


SynopsisIntroductionWithin this project we are going to find solution for MTV with building a campaign site in orderto attract potential viewers.1. Problem identificationMTV has a problem in Denmark to attract enough viewers, although the company launched aDanish channel with VJs and a channel website, unfortunately did not succeed.1.1 Main research questionWhich relevant Danish company could be business partner to support MTV in order toattract more viewers and to fulfil their needs, and what campaign strategy with new corporatevisual identity could MTV and it partner benefit from it?2. Target groupWe will conduct field and desk research to find out what is the relevant target group forMTV Denmark and the company chosen.3. Sub questionsWhile answering our main question we will look at and answer the following sub questions:3.1 Marketing researchHow is the TV market in Denmark?Which target group could be relevant and have a great potential for MTV and partner chosen?How is the internal and external situation of MTV?How is the internal and external situation of Bestseller?How is the micro environment for MTV and partner chosen?Which marketing strategy could help us to support our campaign?3.2 Market communicationWhat are the purpose and the background of this campaign?How do we get attention of our target to our Campaign?What are the campaign objectives?How can we create a relevant message and slogan?What are the right media or communication channels?What is the concept for our campaign?What are the creative ideas which make our campaign appeal to the target group?What is the website concept, objectives and brand values?How will the campaign website and banner ad look to meet the requirements in order to attractmore audience?3.3 VisualisationWhat are the creative ideas which will create the relevant logo/ visual identity?Which web design could be relevant to target our target group?How should we achieve our campaign objectives visually?3


3.4 Interaction developmentWhat physical tools should we implement into the campaign website? Video player, rich mediabanner, sounds in buttons, preloaded, background sound?How advanced the site should be in order to make the best outcome from the teamwork betweenour programmer and our designer? A balance between wishes and opportunities.How can we make a relevant advergame prototype for our campaign in order to make a userinterested?3.5 Project managementHow should we as group of 5 students work efficient in motivation way to realise our objective ofthis assignment?4. DemarcationWe will focus only on the Danish market.5. Research method5.1 Desk researchWe will use the deduction and assumption to analyze some of our research to support ourargumentation.5.2 Research design5.2.1 Primary data: we will use questionnaire Survey and interviews for target group, thinkAloud test for our advergame and website.5.2.2 Secondary data: We have used data from Internet like Gallup, Stat Bank, books.6. Models used6.1 Marketing Research- SWOT to analyze the internal and external current situation for MTV- SWOT to analyze the internal and external current situation for the partner chosen- Porter 5 forces to analyze the market condition and competition for MTV-Marketing mix-Promotion mix6.2 Market Communication-CAB analysis-AIDAS model-Media flowchart-Budget method-Mequoda Website Scorecard-Think–aloud test-Archetype6.3 Visualisation-Wally Olins’ development method- Star analysis by Lise Agerbæk-6 checkpoints by Rene Birkholm-Adobe Design Premium CS3-Adobe Production Premium CS3-Maya 8.56.4 Interaction-Waterfall/ Prototyping model-System development-Action Script CS3-CSS4


6.5 Project management-Learning style test-Group dynamics-Gann ChartIntroductionOur attention within this project is to find good solution for MTV Denmark by finding the rightcompany to collaborate with MTV. In the same time we pay attention to the fact that bothcompanies, MTV and the chosen partner, will have benefits from targeting more costumers. Bydoing that we should move to research in 4 areas (marketing, communication, visualization andinteraction) in order to create relevant website, which MTV and its partner will gain from it;MTV will have more viewers and its partner will have more costumers.Music, sport and fashion are related very much to each other. According to Melbourne designerRoy Christou who says that music inspires his Roy collections like nothing else. "Music is sexy,dirty, rebellious," he says. "Some people just want to live the life of a rock star. But if they can'tlive it, they want to look like one." 1Mostly young people are attracted to the music, sport and the style connected to itincluding fashion. It is well known that every fashion show has behind a music/sound andlights show. Together these elements create the perfect atmosphere to promote and sellthe product. On other side, the collaboration between singers and fashion’s world is ausual thing. They are trying to promote their image using the fashion field and anotherway around. Firstly, we will conduct field research about young consumer’s behaviourand where they spend money most. By after, we choose the company which will workwith MTV.1http://www.theage.com.au/articles/2004/11/04/1099547315565.html?from=storyrhs5


Chapter 1: Marketing ResearchIntroductionIn this part we will focus on finding the right target group for the two partners,competition within market in Denmark, analysing the internal and external situation forthe two companies and using some of the marketing tools in order to come up withrelevant marketing plan to be effective and ready to implement in the next part which isthe market communication.In this chapter we will conduct: SWOT analysis, Porter’s five competitive forces,marketing mix and promotion mix. For our research methods we will use both field anddesk research.1.1 TV in DenmarkUp to mid eighties the only Danish TV station was DR. Development and penetration of cableand satellite TV has opened the opportunity for other actors to access resources for offering TVprograms. Some new Danish TV stations are only distributed through cable and satellitenetworks. Some of the important actors are the Danish TV3 and TV Denmark funded byadvertising. Furthermore several foreign TV channels like CNN, BBC, MTV, DISCOVERY etc.can be accessed through cable subscription or satellite reception. There are approximately 25analogue programs that are distributed in cable network and that can be accessed throughsubscription to satellite service providers.In spite of competition from foreign TV channels, Pay-TV channels, Danish satellite andCable TV channels and local TV, the majority of the population still watch DR and TV 2programs. According with the article “Development of digital TV in Denmark” published byInstitute De L`Audio Visuel et Des Telecommunications, the Danish TV channels like TV 3 andTV Denmark are the most successful. 21.2 TV market in DenmarkGenerally the pay-TV market is divided in two main categories, denoted here as basic andpremium channels. There are no common agreements to categorize the basic channels as pay TVchannels. From the consumer point of view the basic channels are considered as pay TV. Thedistinction between basic and premium is the cost of services. The basic channels can becategorized as low pay TV and the premium channels as high pay TV. The basic channels (forexample Euro Sport, CNN etc. and also public service channels) are offered in different packages.These channels are mostly based on advertising. The public service channels are based on licensefees. The combination of offered channels is determined by the consumers’ preferences.Generally the TV market in Denmark is dominated by public service channels. These publicservice channels are distributed terrestrially and they are also available in the cable network. Onthe satellite side, the only Danish public service broadcasting channel is DR 2. The cable andsatellite companies have however created space for low pay Danish channels dominated by TV 3and TV Denmark and foreign channels like CNN, MTV, Euro Sport etc.2 http://www.idate.fr/pages/index.php?pop=ok6


In the premium pay-TV channels the TV 1000 (film, sport and entertainment), Canal+ andCINEMA have been the dominant players on the market. Both the numbers of the films offeredby these channels and the type of films available in basic channels, have created a market sharefor these type of services. The major satellite package providers in Denmark are VIASAT andCanal Digital. The cable TV networks are offered by TDC (You See), Telia/STOFA andnumerous small and big antenna communities. The digitalisation has expanded the number ofservices in cable and satellite TV. For example, in cable TV network there were about 40 TVchannels available. Now this number has increased to about 120. A lot of thematic programs havebeen introduced. New actors like CANAL+ have entered into the Danish market. 31.3 Research on target groupDuring our working process we were focused on desk and field research in order to find the rightcharacteristics for our target group. As methods we have used: questionnaires, interview,observation, the think-aloud test by Jacob Nielsen and different statistics from different kind ofsources found on the Internet.At the beginning we divided our group in two: 2 members for desk research and 3 members forfield research. On the desk research part we were attentive to find as much valid sources aspossible and we were trying to select only the relevant information.For the field research part we paid attention to many details: for example, when we used theobservation method we were very close to the big shops in the city and we have chosen the timewhen people are, usually, going shopping. On other side, we decided to use questionnaire in orderto get relevant and fresh answers. We considered that we must use only a few important questionsand then we should be able to extract the conclusion. The interview method helped us to getanswers and an overview about brands (Jack & Jones and Vero Moda). We used also the thinkaloudtest which helped us to improve our design and to get a first impression from our potentialusers.Firstly we have started with field research in order to get some guidelines about our potential userand then we have focused on desk research.1.3.1 Field researchIn this part we are going to use the questionnaire survey and interview method.1.3.1.1 Resume from questionnaire with 5 members from our potentialtarget groupDuring our researching process, we paid attention to the fact that our target group is our potentialuser and we were trying to analyse as well as we could its habits. This is the reason because wehave spoken to 5 persons and we were trying to find only relevant questions for our project. Weconsidered that by asking them about age, incomes, habits and TV channels preferences we willbe able to create a hierarchy concerning their preoccupations and interests.We found all our 5 subjects at South University in Odense. 4 Their main interest was focused onbuying clothes, books and electronic devices (self phones, cameras, personal computers). On3 Television in Scandinavia – History, Politics and Aestetics, John Libbey Media, 1996, pg. 41-584 For more details about the questions used see Appendix 37


other hand, we did not find any person who has hobbies, but most of them told us that they couldnot imagine their life without TVs, computers and self phones. In their opinion it is importanthow much they can afford to spend on buying clothes because some of them are living alone andmoney are important for their every-day life.We have got different kind of answers concerning the question “Do you watch MTV and why”?Our subjects told us that they are not able to identify themselves with MTV channel because, intheir opinion, MTV is promoting more a global image and less Danish. They have justified theiranswers by telling us that if they want to listen to American hits or watching American videos,they could do it whenever they want because the Danish musical market has nearly everything.But if they are interested in getting information about the Danish musical market, then theyswitch on the TV on Voice channel. The choice from their TV program is motivated towards ourtarget group by the fact that the Voice TV is promoting Danish music as well.1.3.1.2 InterviewsInterviews resume with 2 shops assistants from Vero Moda and Jack & Jones shops.Observation: we were speaking to them on the 8 th of December during the morning, inRosengårdcentret, Odense.In order to be realist and objective as much as we can, we were talking to 2 employees from VeroModa and Jack & Jones shops trying to get more information about our target group. Both shopassistants, Noah (30 years old) and Bodil (35 years old) with more than 5 years experience insales field, told us that young people are interested in fashion and new tendencies. They haveconstant costumers for more than 2 years and they are coming regularly not only for buyingclothes, but to have a look to the new merchandise.In their opinion, there is a clear difference between preferences if we should compare men andwomen, because the young women are more attentive to details and small elements whichdecorate clothes, but men pay attention to other criteria: simplicity and utility. A commontendency is that both categories are searching for functional and particular clothes, which meansthat young people do not need a “uniform”; they are looking for a style. They do not need veryelegant clothes. They prefer sport-clothes which could make them feel comfortable and “lookingnice”.Generally talking, there are three different kinds of categories of prices. For new entries – a littlebit more expensive, normal prices and promotional prices. In their opinion, the best way to sellclothes for young people is to offer them with promotional prices.Young people are looking to the financial aspect as well, but in their opinion it is not a restrictivecriteria. They think also that young people spend money on buying clothes not necessarilybecause they need them, but because they want to change something on their image. On otherhand, they are changing their style very fast, according with the tendencies on the market.1.3.2 Desk researchWe have started by doing research about the interest in music and fashion for young people of theage between 19 and 24 years. According to Gallup Kompas description we found that our targetgroup is represented by Modern, Modern Individuals and Individuals segment profiles as follow:8


The Modern segment profileThey are well-educated and well-paid, part of them is working and other part is studying, aspiringafter career jobs and generous pay. This segment of young people is tuned into the latest trendsand life style products.The Modern IndividualsThis segment is primarily youngish and they often enjoy activities outside like cafes,discotheques and cinemas. Their appearance and image is very important to them. They haveinterest in the business area, new technologies devices.The IndividualsThey mainly concentrate on their own life. This segment enjoys an overrepresentation of selfemployedfarmers, retailers and master artisans. They prefer to stay at home, watching a movie orlistening music. 5From our research we found that MTV network, have different target group from country toanother that influencing according to the culture difference, age and the companies associatedwith.According to Geert Hofstede 6 , who has a rich experience in working for multinational companiesin a variety of roles from production worker to director of human resources, “Cultural programsdiffer from one group to or category of people to another in ways which are rarely acknowledgedand often misunderstood”. 7From here we have learnt that we should study our target group properly considering the culturalissues before we launch our strategy campaign.We have found some examples of MTV channel in different countries which illustrate a varietyof campaigns considering again the cultural differences.Example 1: MTV in India was associated with watches have been conceptualized anddesigned by Titan Design studio and endorsed and promoted by MTV. The youthsegment was between 11 and 25 years. 8Example 2: Through surveys it has been determined that MTV is the preferred channelamongst American teenagers, averaging to almost 75 percent of the teen populationclaiming regular viewer ship. Of this vast proportion, most admit to watch MTV for up tofifteen hours a week. These numbers alone make source 9 .Example 3:Views Cast survey helps MTV Taiwan confirm value of event sponsorship.MTV Taiwan’s key research objective was to quantify the value of event sponsorship toPanasonic and Zespri Kiwi Fruit. 105 For more details see Appendix 16 Hofstede Geert is professor of Organizational Antropology and International Management at the University ofLimburg at Maastricht, the Nederlands.7 Hofstede Geert, “Cultures and Organizations”, 1994, pg. 2478 http://www.hindu.com/2005/06/22/stories/2005062208001900.htm9 http://www.sysurvey.com/casestudies/mtv.asp10 http://www.sysurvey.com/casestudies/mtv.asp9


1.3.2.1 Consumer market sizeAccording to Denmark statistic, the market size of our target group is about 360.000 people of theage between 19 to 24. 111.4 MTV Internal situation1.4.1 HistoryMusic Television Channel was launched by the Media Company Warner Communication andcredit card company American Express on the 1 st of August 1981.The purpose of the companywas to help the superstars of musicians to promote themselves and their music. During this year,popular music emerged and it can be enjoyed through radio station or tape recorded. Althoughmost of the music stars perform live at the audience, but then they only reach a fraction ofpotential audiences. With the launching of the Music Television, most of the music stars canperform with visuals in which it added to the new dimensions of music industry. MusicTelevision Channel was trying to revolutionise pop music and record buying. 12The first image shown on MTV was a montage of Apollo 11 Moon landing.1.4.2 MTV current situationAccording to Viacom 13 , MTV is the world’s most-watched television network and the leadingmultimedia brand for youth, from music, fashion and lifestyle to attitudes, politics, news andtrends especially in USA.MTV Networks is the largest television network in the world and a leading creator ofprogramming and content across all media platforms, with 111 channels and 94 websites reachingmore than 440 million households in 167 countries worldwide. MTV’s success extends wellbeyond the TV screen as MTV’s online, broadband and multiplatform initiatives connected withlarger audiences than ever before. 1411 For more details see Appendix 212 For more details visit http://www.sysurvey.com/casestudies/mtv.asp13 Viacom.newjobs is a company dealing with the jobs for MTV channel.14 http://mtv.viacom.newjobs.co.uk/mtvintro.asp10


Fig. 3 MTV JapanOn other side, on Danish market the situation is different. MTV was promoting an “Americanprofile” which means that MTV was more close to the global market then to the Danish one.According to Institute de L’audio Visuel et Des Telecommunication Development of Digital TVin Denmark even people have the possibility to watch and to choose from a very large amount ofdifferent TV channels, they still prefer to watch classical Danish channels. In our opinion, ifDanish society is more conservative we should not worry about it, but considering that youngpeople in Denmark is 8-9 percent it could be a valid argument to taking them into consideration. 171.6 Company chosenBefore we have chosen the business partner with MTV, we conducted field research withquestionnaires in the shopping centre (Rosengårdcentret) and from there we have got a partialconclusion that especially young people are spending more money firstly on clothes and then onelectronic devices. Next we decided to choose a business partner for MTV from fashion field. Wehave done another research to find out which is the relevant fashion company which willcollaborate with MTV. The results from our research show that a very well known holding inDenmark, specialised in working with brands, is Bestseller. 18 With an old tradition on Danishmarket, Bestseller has its own business on the local market and abroad as well. This could be agood opportunity for MTV to collaborate with in order to attract more viewers and to beprofitable through subscribers and advertising.Before we have decided that Bestseller is the right partner for MTV, firstly we have look to theinternal and external situation for Bestseller.1.6.1 Bestseller Internal situation1.6.1.1 Current situationBestseller is a clothes company founded in Ringkøbing, Denmark in 1975. Their slogan is: “OneWorld One Philosophy One Family”. 19Actually they have more than 15.000 people all over the world, designing, selling and workingfor Bestseller brands. Their clients are all over the world: most of Europe, Asia China, Canada,Italy. Bestseller was focusing on women`s fashion and they were introducing a line for childrenand a menswear line. Today Bestseller has more than 3.200 shops in over 40 countries, butBestseller is the main supplier. 20 In time, Bestseller was working with more than 10 well knownbrands: Jack&Jones (1990), Vila, Vero Moda (1987), Name It, Pieces etc. The collaboration wassuccessful and they are still in the same business.Those two brands which we suggest a collaboration with MTV are Jack&Jones and Vero Moda,both with tradition in men and women clothes industry. In our opinion, the business partnership17 For more details visit www.statbank.dk18 For more details visit www.bestseller.com19 http://www.bestseller.com/bestseller/EN/aboutBestseller/Facts/Vision.htm20 http://www.bestseller.com/bestseller/EN/news/newsArchive/Annual+Highlights.htm12


Fig. Financial situation of Bestseller 2001-20061.6.2 Bestseller external situationThe principal competitor for Bestseller in Denmark is BTX Group followed by H&M and othermajor clothing companies.With a very old tradition on the Danish market, more than 70 years of experience, BTX Grouphas nearly 2000 working people in Denmark and abroad. BTX Group is collaborating with morethan 20 brands and it has international potential. The companies which are collaborating withBTX Group are strongly profiled on fashion and lifestyle.BTX Group philosophy is based on prioritize their resources to those activities which give thegreatest value to the long term strategy and on flexibility and ability to act quickly in relation withmarket requirements and needs.“The only thing that really matters in international business are results”, says Jan Stig Andersen,the leader of BTX Group. 26Partial conclusionWe can conclude that BTX and H&M are competing with Bestseller in Denmark and abroad.In our opinion it is important to specify that our suggestion about collaboration between MTVand Bestseller is made following the principle that Jack&Jones and Vero Moda brands are wellknown in Denmark. Our business collaboration is trying to establish a connection between MTVand the brands Vero Moda and Jack & Jones considering that as a brand, they are more used thanthe name “Bestseller Group”.26 http://www.btx.dk/Default.aspx?ID=157214


1.7 Internal and external analysis of MTV & BestsellerIn this part we are going to conduct a SWOT model to analyse the internal and externalsituation of MTV and Bestseller in order to find their strengths, their weaknesses, theiropportunities and their threats. By doing this we will be able to have an objective view onhow we should build the cooperation between them and what chances those companieshave by penetrating together the Danish market.InternalExternalStrengths Weaknesses Opportunities ThreatsMTV CHANNELNew More expansion Global recessiontechnologies of the businesscould drop abroadChange the lawthe viewersenforcementsinterestsLargest televisionnetwork in the worldNear market dominanceSubsidiary of themajority of othercompetitorsFinancial able to put up asubstantial budget forpromotionInternational possibilitiesto promote their ownproductionKnowledge experienceon the massive MediaMarketMass Media UsageMassive penetration ofthe marketNon-stop interactive TVMisunderstanding ofculturaldifferences innew targetingcountriesUnable toswitchdistributivedue to thelack of largedistributiveNew distributionchannels(mobiles)MTV is pursing adiversificationstrategy byintroducing manydifferentprogramsLow productionfrom super starsIt is risky to investin some countrieswithout doinggood researchabout the targetgroupFree internetmusic15


InternalExternalStrengths Weaknes Opportuniti Threatsses esBESTSELLER GROUPThe company isfacing a period ofdynamic growth andwith over 1,800stores in 30countriesMoreexpansion ofthe businessabroadGlobalrecessionChange of lawenforcementsUsingtelecommunicationssystem that cankeep paceHealthy financialsituationBestseller does sellonly leather fromanimals that havebeen bred for thefood industryKeeping theirpromises foremployees andcustomersKeeping theprices down,in order togain morecostumersA newcompetition.New taxationon the productConclusionAccording to our field and desk research, the internal and external situation analysis of Bestseller,we can conclude that Bestseller has good image in Denmark, their products are fashionable andaffordable to our target group.We have decided that MTV should cooperate with two brands from Bestseller Group which are:Vero Moda - for women fashion and Jack & Jones - for men fashion.1.8 CompetitionIn order to analyse the market and competition within the TV field in Denmark, theanalysis would be not completed without bearing in mind the competitive forcesidentified by the leading Harvard strategist, Michael Porter. 2727 “Principles of Marketing – Fourth European Edition” by Philip Kotler and co., 2005, pg. 50416


1.8.1 Competition analysis: Porter’s five forcesPotential entrantsFrom our research we can define that MTV is able to enter into much different markets withdifferent culture. On other hand, potential entrants on Danish market could be companies whichadvertise or produce the same kind of programs like MTV or companies for mobile phones whichwill sell different TV programs on phones.Buyer PowerOur partial conclusion is that MTV is expensive for the viewers because if they would like towatch MTV programs, they have to pay the TV license and then they must pay for the cablecompany in order to get access to MTV. For example, the user should pay around 200 DKKevery month for the TV license plus around 300-350 DKK for the full pack of programs. It isbecause MTV is not available on standard and medium pack. In our opinion it is still tooexpensive for the user to have access to MTV. We conclude that MTV should take intoconsideration this financial aspect as well.SuppliersFor MTV the suppliers are music and actors superstars with their creativity, so MTV is relayingon their new production. Moreover we can consider Record Companies.CompetitionThe Voice TV is the principal competitor for MTV in Denmark. It is a “non-stop” television, a“contemporary music services network” in Finland and Bulgaria. The Voice TV is trying to gainaudience in Denmark, Sweden and Norway. Targeting young people between 12-24 years old, theVoice TV tries to be extremely close to its target group by offering them not only internationalmusic videos, shows hosted by popular VJs and celebrities, but by trying to be an interactive TVchannel which involve the audience via interactive programs. 28Substitute Market:In our opinion the viewers have opportunity to choose from many different mass media likeInternet, alternative media etc. In the same time nearly all productions from another TV channelscould be taken into consideration.1.9 Marketing strategyAccording to our primary research we found that our target group is interested in spending moremoney on electronic devices after clothes, and according to Kenneth Kristensen, who hasresponsibilities on MTV channel, mobile will be one of booming distribution channels of MTV ingeneral and particular in Denmark. 29Therefore we suggested that MTV will have some agreements with 3 mobile 30 company viaplanet 3 (it is the place where customers can choose stuff like news, music, games, informationetc.) and mobile TV as extra distribution channel in order to attract more viewers. We did notinsisted on this aspect because our main product is the clothes collection for women and men.28 http://www.thevoicetv.com/information.htm29http://media.ncom.dk/index.php/video/id=57430 www.3.dk17


1.9.1 Marketing mixThis tool will help us to know how to reach our target group.Product:P1: watching MTV programmeP2: CD MTV (shows music)P3: DVD (MTV video/ concert)P4: Summer collection- Women clothes- Men clothesP5: Some of the clothes collection we willuse our Logo (Mtwear) print on it.Place:P1: via you see, canal digital,viasat, internet tv and 3 mobilP2: via MTV.dk, our websiteP3: via MTV.dk, our websiteP4: via website, Jack&Jones,veromoda shopsP5: only from our websiteTarget group: from 19 years to 24 yearsMarket: Danish market about 360.000 peoplePromotion:-Promote on other websites by link exchange.-Promoting with short movie of bestseller webside- promoting within TV like tv2, we know fromour dataResearch that tv2 one of the favourite channel inDenmark-campaign poster: this group use train so often toPrices:P1: from DDK 300P2: from DDK 150P3: from DDK 150P4: from DKK 200P5: from DKK 1501.9.2 Promotion Mix1.9.2.1 ToolsPromotion mix concept consists of a mixture of different kind of tools such as: advertising, salespromotion, public relations, personal selling and direct marketing. It is very important tocommunicate to our customers with the right message and at the same time our effort inpromoting the product should be based on a coordinated and consistent communication program.For this reason we have chosen to use two categories from thepromotions tools: advertising (TV, Radio, Internet, newspaper and screens on Vero Moda andJack & Jones shops) and sales promotion.Each promotional method has specific characteristics and price ranges. The advertising processallows the producer to repeat the message, the consumers receives it and they are able to comparewith other messages from competitors and then they will be able to decide which message fulfilltheir needs. By advertising a product the company can build an image for a long term.The sales promotion allows the user to have access to the product in a very short time.In order to promote our website we have chosen to use “push strategy promotion”. 31 This methodallows us to “push” the product using different kinds of channels (distribution channels) to theconsumers.31 For more details about promotion mix strategies see Philip Kotler and co. “Principles of marketing – Forth EuropeanEdition”, 200518


In our opinion it is important to specify that we have chosen to advertise our product on MTVchannel and by using screens in Vero Moda and Jack & Jones shops where they must playMTV programs.Website campaign should inform and give the user the possibility to win the clothes collectionwatching MTV programs or by playing the advergame.For example another way to grab the attention of users is “The Winning Competition” wherethe viewers will be asking in our website to participate in wining 1 st price ticket to European Cup2008, 2 nd price ticket to Roskilde Festival 2008.The advertisement banners on our website or on another websites make the user aware aboutnew clothes collection and competition on MTV channel .We choose TV 2 and Radio 2 because Danish audience prefer the most. 32Another example is that the viewers have to watch MTV channel on TV every day at 6 o`clockPM. The viewers must send a short message (SMS) to the number given and answer theaddressed questions about music, super star and so on and win clothes from the new collection“MTV Wear”.Newspaper could be another place where we can promote our campaign, but we must take intoconsideration the fact that the newspaper should be very popular between young people. We didnot specify any name because it is not relevant for us in this moment.Posters inside the train stations; it is another example where we can advertise because webelieve that young people use the train often especially when they are travelling or going to orfrom work.1.9.3 BudgetThe consumers are young people aged from 19 to 24 years. From over 5.400.000 persons (activepopulation in Denmark) 360.000 persons are young people.If we can target just 10% of our target group we get: 10.800.000 DKK for product 1Q = n*q*pQ = 36000*1*300 DKK= DDKP1, Q = 10.800.000For our campaign we are going to use 15% of our sale of product 1 =1.620.000 DKKAdvertising in mediaAdministrationWebsiteAdvertising on TV 2+Radio 2NewspaperPosters inside the train stationsThe Cost4 employees * 25.000 DKK = 100.000 DKK300.000 DKK1.420 DKK * 30 times = 42.600 DKK(5 times per week for 6 weeks)12.500 DKK * 6 (once a week for 6 weeks)= 75.000 DKK99.500 DKK * 6 weeks = 597.000 DKK32 http://tvm.gallup.dk/tvm/pm/default.htm and for more details see Appendix19


In conclusion, we will get in total the cost of 1.114.600 DKK for our campaign, so we can affordall the measures necessary for the development of our campaign and we still have the amount of505.400 DKK left back.ObservationWe have to specify that we have assumed some of the prices for advertisement part because wedid not have access to the real and actual information.By calculating our budget we took into consideration that we assumed some of the prices as wellbecause we did not have access to a valid database. On another side, we considered that at leastone person from our target group will buy 3 products during our promotional campaign.ObservationWe did not specify the price for each piece of merchandise. We will use the same “promotionalprice collection” for each piece, 300 DKK.Partial conclusionFrom our research and analysis of the marketing part, we can conclude that MTV should havemore understanding towards target group and its cultural issues, life style and buying habits inorder to compete within TV market in Denmark. The Voice TV has more understanding towardscultural issues of their target group than MTV, especially when they show Danish music videos.The new technology within mobile devices should be the new way of distribution for TVchannels in future.Therefore after our research on our target group and its buying habits we decided that MTVshould cooperate with clothing company which will reflect our target group (knowable,fashionable, affordable, and causable).Both MTV and Bestseller have healthy economy which means that they are able to spend somemoney on marketing expenses in order to increase their sales.20


Chapter 2: Market CommunicationThe following part of the report we will primarily use all the information gathered in theprevious part in order to aim the commercials and advertisements towards the intendedtarget group. We will also be testing our website concept and advergame along with adescription of how the campaign can be adjusted within TV market in Denmark.We will use CAB Analysis in order to evaluate the capabilities, the advantages and thebenefits of our campaign strategy and to have a clear overview about it. 332. Campaign strategyThrough our project we are going to answer to the basic question which is why do weneed to develop a new campaign for MTV and its partner and how we are going topromote this campaign?2.1 Campaign backgroundOur campaign background is based on the fact that MTV (Music Television) has seriousproblems with their rating on the Danish media market. 34 We were analysed their situation andwe concluded that it will be possible to find the right way that it will help them in gaining moreaudience. MTV is an international company and it belongs to Viacom USA, has branch offices allover the world, they are using the same concept, they are promoting the same message, but ofcourse by adapting it on each country and its culture as we have mentioned above.2.2 Proposal for campaignWe suggest a short campaign for MTV and its business partner: 6 months. The reason because wehave chosen it is that it will be easier to calculate and to measure the results. If our campaignstrategy will be successful we can extend it for another period of time based on the same concept.If the results will be unsatisfied we must analyse it and calculate the risks.Our campaign strategy was built based on the fundamental linguistic message developed andimplemented by the charter member of modern linguistic, Ferdinand de Saussure. 35The message must have a Sender and a Receiver. The sender should find a code for themessage and in the same time, the message should be clean, simple and easy to understand. Thenthe receiver gets the message, understands it and gives feed-back. In the same time, it is veryimportant to consider the fact that The Receiver could be influenced by different kind of externalfactors: education, age, preoccupation, friends, family etc. All these external factors couldinfluence positively or negatively the message sent.Our intention is to explain the way we have chosen to use the basic linguistic message byadapting it to our current situation. In our opinion it is important to understand this conceptbecause all our strategy is based on it.33 Appendix 6 contains CAB Analysis for our campaign strategy34 http://tvm.gallup.dk/tvm/pm/default.htm35 Ferdinand de Saussure, Cours de Linguistique Generale, cap. 3-4, University of Bucharest, 199121


2.2.1 The SenderOur concept establishes a business connection between MTV and Bestseller Group, particularlywith Jack&Jones and Vero Moda brands. Jack&Jones creates clothes for men and Vero Modacreates clothes for women. Our vision is related to business to business model. Jack&Jones andVero Moda will launch a new summer collection for our target group in collaboration with MTVand its new image. MTV will be re-launch in a new style starting with their programs, promosand VJs. Our main idea is to make this kind of change according with our target group and itsneeds. We will suggest a short campaign (6 months) considering that it will be easy to calculatethe benefits and to evaluate the impact. We suggested this type of alliance in order to supportMTV by a well known holding in Denmark which is Bestseller and to give it the opportunity toJack&Jones and Vero Moda to create and promote their new collections for and through MTV. Inthe same time, MTV will be launched with a completely new image and style, both adapted forour Danish target group in order to gain more audience.2.2.2 The MessageOur innovative concept will develop the alliance between MTV and Jack&Jones/Vero Moda. Themain product, a collection of clothes for summer time called “MTV Wear”, will be promotedusing a new website together with an original advergame which stimulates the curiosity, attentionand desire of the user.“MTV Generation -- Your Generation” is our slogan. Created in a very simple way, by usingonly those words, we thought they are the most important to define our target group, the slogancontains the message which try to grab the attention and to give to our target group somethingthey are able to identify with.The message of our slogan is simple, based on the “feeling of belonging” which means that everyyoung person who is looking to MTV is a part from the target group, from all MTV viewers andby buying young people they are belonging to a generation, MTV generation. This was our mainidea by using this type of slogan. We were trying to create a connection between individual andcollective, between particular and general.Talking about Music Television it does not mean to isolate this visual media; MTV will beassociated with a new wave (not only clothes collection, but new productions, VJs, own andoriginal shows, online competitions etc.) and another names in business area.2.2.3 The ReceiverBased on our desk and field research, our campaign will be addressed to young people, womenand men, with their age between 19-24 years old. They are modern people, with an active sociallife, with different preoccupations. The new collection “MTV Wear” is created special to fulfiltheir needs. Casual elements were combined with modern and elegant characteristics in order togive them the comfort, “looking-nice” aspect and in the same time to make each of them unique.The main idea is not to create an individual piece of merchandise for each member of our targetgroup, but this clothes collection should not follow the standard line on the market. It shouldcontain specific details (logo with MTV clothes collection “MTV Wear”) in22


2.3 Campaign objectivesOur main objective is to relaunch MTV channel with a new image and to initiate a businesscollaboration between MTV and Bestseller Group in order to increase the number of viewers forMTV channel and, on other hand, to increase the rate of sales for Bestseller`s partnersJack&Jones and Vero Moda.Our intention is to create traffic, gain audience on our website, increase the number of viewers onMTV channel and increase the sales for MTV`s business partners, Vero Moda and Jack & Jones.In the same time, our advergame will be an interactive game which stimulates attention andcreativity of our user. It will be possible to visit the website, see the collection, buy it online, orwatching TV and win it, or playing our advergame as well. The aim is to grab the attention of theuser and to stimulate its interests in watching MTV channel.2.3.1 Communication objectivesWe paid attention to the fact that MTV will come on the Danish market with a new image andtogether with a new partner. By using this new alliance it could be possible that our target groupwill be suspicious concerning our product and our message. Following the main communicationobjectives we will try to aware the user with the new product, we will try to show that it is aproduct the user can trust it and it is a useful and utile product.2.3.2 Media FlowchartAccording to Philip Kotler consumers pay more attention every time when they see a newadvertisement message. 36 It is very important to find the right way to communicate a message, toknow the factors which influence the consumers` behaviour and to sell the product.In determining the message content we paid attention to 3 different aspects:1. rational appeal2. emotional appeal3. moral appealWe created for our message a content (what to say – rational and moral appeals related to theaudience` s self-interest), a structure (message structure – tell them about a quality product,stimulate and motivate the consumers to think about the brand and let them come later withconclusions) and a format (by having a strong structure using the right colours, fonts,images,sounds and by creating impact in our target group). All those elements are based on onour research about the target group. Using all this structure were trying to motivate not only anew experience, but the traffic on our website as well as we have mentioned above.For our campaign we were trying to be very attentive to the consumers` behaviour: we havecreated awareness by using mystery – we have used only the slogan for our website. Next, wehave informed people that a new and interesting product will appear on the market. Then, wehave selected from the target group a few testers trying to find out what they really feel about theproduct, we have tried to find a way to make them prefer our product by showing them that it isnot only a new and innovative product, but it is a qualitative one as well. Using the elements36 Philip Kotler and co. ”Principles of Marketing, Forth European Edition ”, 200523


above, we have also paid attention to all 3 stages which affect the users during our campaign:cognitive, affective and behavioural. 37Our Media Flowchart illustrates different kind of media we have chosen (print media –specialised magazines, newspapers), broadcast media (radio, TV), display media (banners,posters). In the same time we were trying to show how things are evaluate in unit of time byassuming the numbers of viewers (based on our target group research) and we were trying toexplain why we preferred indoor and outdoor campaigns.By using AIDA model we were trying to evaluate our campaign strategy and to analyse it.AttentionPromotion on MTV channel, website, banners and screens in the parteners`shops which playMTV productions and music. (For example: our intention is to use a phrase with key-words(“watch” and ”win”) during the promotional campaign on mass-media).InterestWe promote a new and modern image. In the same time the user will be able to win his/her owncollection by watching MTV shows. (Another example: the user can win the clothes collection byplaying the advergame on the website or watching MTV programs and participating tocompetition).DesireThe user will wish to have the product if it fulfils its needs. (For example: the clothes´ collectionis created for the summer time and by following the new tendencies in fashion and quality, theuser will be interested in buying them).ActionThe last step is to determinate the user to be involved into the action process. (For example, theuser will pay more attention to MTV program knowing that during some shows/productionshe/she can win the new collection of clothes).37 See more details about it in Philip Kotler and co. ”Principles of Marketing, Forth European Edition ”,200524


Our media flowchart illustrates the way we are going to penetrate the mass media marketduring our web campaign.2.4 Part conclusionThe strategy of our campaign was an important step for our creative and working process becauseon this level we have created the skeleton for our concept. We have taken into consideration thefact that if we are able to build a valid campaign strategy using arguments, research, coherence,objectivity we will be able, at last, to gain more viewers for MTV channel.25


2.5 Campaign Website ConceptIn this part of our report we are going to describe our innovative concept for the promotionalwebsite campaign together with the original advergame description. Then we will explain how wehave used AIDA model in order to create attention, interest, desire and action from our user. Onother side, we will use Mequoda Website Scorecard in order to evaluate from another perspectiveour campaign website. 382.6 Website ConceptIn order to fulfil the campaign objectives - create traffic, gain audience on our website, increasethe number of viewers on MTV channel and increase the sales for MTV`s business partners – aswe have mentioned above, we have created a concept for our website. Based on the fact that ourtarget group has an active social life (footnote) and based on our desk and field research, we havedecided that our website concept must be very close to the requirements of our user.We have suggested a business collaboration between MTV channel and Vero Moda/Jack&Jonesin order to create a collection of clothes for young people. By putting those companies togetherwe tried to create a partnership between two different business fields in order to get benefits foreach of them.Our website will promote a new image of MTV channel together with the clothes collection“MTV Wear”.We have chosen to use a slogan, an audio ID and an advertisement banner wherewe can promote the new style of MTV together with the clothes collection. On other hand, wewill give the user the possibility to play our advergame or to buy clothes from the new collectionby watching MTV programs.On our website the user can find the MTV schedule, read about the parties in the city and newsconcerning bands, singers, music. The user will be able to watch the videos with men and womenclothes collection, to order them online or to find links to the shops which sell them. The user canwin tickets to different kind of concerts by watching MTV program. Our intention is to give theuser actual and objective information’s together with a new experience (playing the advergame)correlated with the possibility to win that kind of products he/she is interested in.Our message was correlated with the area where we should implement the product together withthe expectations of our target group. We have chosen to use elements from audio and visual fieldin order to be more attractive and to establish a clear difference between the existing and newaudio-visual media and on other hand to give the user a pleasant experience.38 Appendix 7 contains Mequoda Website Scorecard for our campaign website26


2.6.1 Advergame ConceptAdvertising is a very important and powerful tool. Games on the other hand are very popular andmind-blowing – making you spend hours of your life playing them. Not so long ago the newconceptual technology was born – advergaming(footnote) – it stands for advertising and gamingin one product.For our campaign we also decided to develop an advergame’s prototype. Our main objective is toattract as much audience to MTV Denmark as possible, in order to do that we must change thestyle of MTV in order to make it more attractive for our target group, to create an awareness ofthe changes made in MTV channel, to show them that we have a partner now who can offer adifference in Danish fashion culture and make users interested to watch MTV after visiting ourwebsite and playing our advergame. Our advergame is going to combine both MTV’s style andVero Moda/Jack&Jones’s products in order to create awareness of the new concept wedeveloped. The stylish clothes of Vero Moda and Jack&Jones are dedicated to MTV’s newidentity. Together are going to create a new style for both MTV and the audience.The game itself is going to present the new “MTV Wear” - the collection created by Vero Modaand Jack &Jones for MTV. For creating better visual awareness we will use graphical tool such asMaya 8.5. We are going to try to make the user part of a fashion world together with MTV.For starters user comes to the site and finds the advergame – he can do it himself or he can beredirected from another page by a rich media banner. If the user is interested in the advergame hewill be asked to create an account for logging into the game itself, then the user is able to explorethe environment. Depending on gender and physical characteristics, the user can create andcustomize an avatar. Then the user is able to try out the new collection of clothes using the avatar.By doing this, we will introduce our viewers to our new concept and expect a flow of viewersinto our channel’s rates.For the last step, we were evaluated carefully the way that our website responds to the potentialexpectations of the user. We were used AIDA model, in order to create attention, interest, desireand action. The potential user should be aware that the website was created especially for him/herand the user should be ready to listen and to understand our message. Following AIDA model andimagining a fictional situation, we were trying to respond objective to following questions:1. Does the page grab visitor’s attention in about 8 seconds?Combining elements from television, movie, design and audio field we are trying to grab theattention of our user from the start.2. Does the page stimulate interest for the user?We have created the content of our website according with the results from our research about thetarget group in order to stimulate his/her interests during the navigation throughout our website.3. Does the page inspire the desire to navigate further? Is it easy?We decided to use an easy way to navigate on our website paying attention to the fact that we donot want to confuse the user, but we tried to offer that kind of information that make him/hercurious and it will stimulate to go further.4. During the navigation process does the user get satisfaction about the content of thewebsite and according with his/her expectations? Will he/she get involved into action?Actually, this is our aim: the user should be involved into action. Structured like a wholeuniverse, we have created, in our opinion, an interesting and creative website. Once more time,during our working process we have paid attention to our target group needs.27


The Think-Aloud TestWe use the think-aloud test 39 for our campaign site and our advergame in order to evaluate ourcreative work. The think-aloud test was created by Jacob Nielsen 40 to test with 5 subjects theusability of website or to test the usability of another web product.We have preoccupied to get some impressions after a week of planning, searching, designing andwriting directly from our target group. This was the reason because we created a think-aloud test.At the beginning we have focused only on the most relevant questions, with short answers, but wegave the user the possibility to express his/her impressions and in the same time we could writedown the observations. It was an useful step in our working process because we were trying totest our concept and get feed-back.We have spoken with 3 persons with their age between 20-23 years old. They participated to ourthink-aloud test voluntarily and they did not have previous knowledge about multimedia design.They responded to our questions and then they made different and personal comments about whatthey think it should be interesting to be found on our website.To conclude all our collected information, we found out, that two of the people we asked, likedour ideas and concepts about website design and advergame for clothes. Two of them have gotthe message which we wanted to carry. They recognized some details and elements from MTVand clothes collections. They liked menu and simplicity in website design and concept of thegame, which should be very easy and understandable for most of the players. Generally talking,what our testers would like to see more on the website is animation and details about thecompetition on MTV where they can win pieces from the new clothes collection.Most of the answers were positive for our working direction, so it can be the reason and aim, thatin the end our concept can bring more audience to MTV and benefits for Vero Moda and Jack &Jones. We have attached our think-aloud test in Appendix 8.To conclude all our collected information, we found out, that most of the people weasked, liked our ideas and concepts about website design and advergame for clothes.Most of them got the message which we wanted to say. They recognized some details andelements from MTV and clothes collections. They liked menu and simplicity in websitedesign and concept of the game, which should be very easy and understandable for mostof the players.They liked all the ideas and way how this concept will be finished as well. It were only 3people we asked, but we can make a view of what we are doing right or wrong, so it isvery good to know other opinions and make some designs which way to go and whatshould we follow next, that people like our results in the end and we can improve ourwork.Most of the answers were positive for our working direction, so it can be the reason andaim that in the end our concept can bring more audience to MTV.We should mention also that we have stimulated our subjects not only to respond to ourquestions, but to talk to us and to tell us their opinion about our product. We consideredthat it is helpful for us if we determine the subjects to have a real dialog with us and tellus what they think about our idea. In this way we will be able to change it or makeimprovements.39 http://portal.acm.org/results.cfm?query=author%3AJakob%20Nielsen&querydisp=author%3AJakob%20Nielsen&coll=GUIDE&dl=GUIDE&CFID=10190845&CFTOKEN=7204445040 http://www.useit.com/jakob/28


According with the feed-back from the think-aloud test we have made smallimprovements on our website, by adding a banner and to create more animation on ourmain page. The evolution of our design is shown on the Appendix 9.2.6.3 Success criteriaWe were trying to evaluate the campaign website for MTV in terms of specific success criterialined up below. There can be direct (measurable) success criteria and indirect (hard to measure)success criteria. And we were focusing only on direct success criteria because we have chosen ashort campaign and in our point of view it is easier to evaluate it.In our opinion, the success criteria for the web campaign are:• Re-launch of new MTV website: the new MTV website will be able to increase thenumber of viewers for MTV.• Profit for our partner: this website will eventually lead to the growth in the sales of ourpartner Bestseller Group (Vero Moda and Jack & Jones).• Overview of music with fashion: the user can get info about music and fashion on thesame site and in the MTV channel, too.• Site performance: we expect that our website will be update in time, without lack oferrors, and it will give to the user that kind of information our target group are interestedin.• Cost saving: by associating a strong company from the fashion field together with achannel of music, the costs for advertisement will not be so high.29


Chapter 3: VisualisationIntroductionIs this part we will design the visual identity which will represent the campaign goal. Thenew visual identity will create the possibility of a more effective communication with ourtarget group, in order to start developing our visual identity we’ll be answering to thefollowing questions:Why do we need a new visual identity?What kind of visual identity should we have?How will we reach through out visual identity for the target group we have chosen?In the first part of our design we will focus on the main task: to create the logo for ourproduct. We will use Wally Olin’s tools and developing method.In the second part of our design we will use the Star Analysis to develop the web design.We will look after some of traditional and trend website to see how is their design buildin, what are the colours, font and what kind of images are used.By finding out how our visual identity should look like and how could be connected toMTV and its partner in order to reach our target group, we will build up the website thatwe hope will give an interactive experience for the users through the information andvisual effects that we will use.1. Logo designThe need of new identity for those two organizations: MTV and the two brands chosen fromBestseller (Vero Moda and Jack&Jones) as they are collaborating together in order to make moreprofit for their business.Therefore we have decided that the visual identify of MTV and its partner which will match thetwo companies is endorsed. 41Corporate visual identity plays a significant role in the way an organization presents itselfto both internal and external stakeholders. In general terms, a corporate visual identityexpresses the values and ambitions of an organization, its business, and itscharacteristics. 42We have decided that the visual identify of MTV and its partner will be endorsed,meanwhile we have to show visually the relationship between the two organizations.Before we started to design our logo, we have done some research about MTV’s logo, wefound that, MTV logo is constantly changing; from time to time, from country to anotherand from culture in the west to another in the east. In another word, it has a life of itsown. But we should make an observation: the logo of MTV is keeping the same style andmain structure in time. 4341 “The new guide to identity” by Wally Olins, 199642http://en.wikipedia.org/wiki/Corporate_identity43 For more information about different kind of logo used by MTV, see Appendix 1030


After that we decided that every member of the group should make simple sketch of thelogo, was followed by brainstorming of our ideas and selected the suitable one, which wecould develop to further design.We took into consideration Wally Olins’ terms and development methods for VisualIdentity to find out the logo, font and colours which we will use.By promoting a new product for MTV channel in collaboration with Vero Moda and Jack& Jones, we paid attention to the fact that our logo should combine elements from theactual logo used by MTV together with new elements representative for our new logo.We tried to be creative and original and in the same time we were attentive to the fact thatMTV is changing its logo constantly. Following the same principle, we have created sixdifferent logo (which are changing the colour when the user is clicking on buttons on themenu bar).Logo description “Checkpoints by logo design”By designing our logo we were attentive to respect all design rules. We were trying many times tocreate something original and stylish. It was an useful experience because by re-doing thingsagain and again we have got more experience.We have considered like our point of reference the “6 checkpoints by logo design” by ReneBirkholm according to every logo should fulfil the expectations of its users.The SizeWe were trying to create a logo which can work even if it is scaled down or up. The mostimportant thing is that our logo should be readable. It must be easy to recognize it. Our intentionwas to create a simple logo which should work in every media. We have paid attention to its size.The user should be able not only to identify the brand and the product, but to recognize it at thesame time as well. For this reason, we agreed to create a simple logo, based on Music Televisionname, MTV and the verb “wear”. It is a combination between an old element, MTV and “wear”which suggest ”to take on the clothes”. In order not to confuse the user, we have preferred towrite the whole word “wear” and then play with it until we found the right place.2.3.2 Hot stylesIdentityMTV is very huge and recognizable company when we compare it with the brands fromBestseller (Jack & Jones and Vero Moda).That why we decided to use the logo called: “MTV Wear” that will give impression to theaudience that is all about MTV, while the two brands of Bestseller are just small part of MTV,that why we will be using their own logos separately, especially on our website.SimplicityOne reason we want our logo design simple is because people process an image in their mindmore readily than words alone and easy to use it in different medium.Like various sizes (small, medium and large) a web version, a print version of our logo, a blackand-whiteand colour coded version.31


Hot stylesWe would like to have an “actual” logo in time also. We believe that our logo is unique and it hassimple design that is easily readable, reproducible and scalable. We have preferred to use the bigfont “M” from MTV and work with it until we have obtain the result we wished.MediasDuring our creative process we have created a type of logo which should work in every medium.OutstandingOur group have tried to create an original and innovative logo for our product. We have used theletter “M”, the original “M” from MTV, we have downloaded some stylish fonts where we haveused jeans texture. Every element is combined in order to form a visual identity for our product.ColourWe designed our logo to be printed in three colours. But we also designed it to be flexible so thatit stands out just as effectively in black and white, red and grey, or custom colours. In its designresearch, however, we discovered that certain colour solutions were more successful than others.In fact, we found that a bad choice of colour could obscure the identity of our logo altogether butit took a lots of discussion between our member other group to find out the suitable colour for ourlogo.We were very careful not to have multi-coloured format logo, because the logo will lose both itsdistinctiveness and its dignity.We found that is important the position of colour. We have designed the logo in 3 tones toemphasize the six distinct letters. The stem of the letter "M" is blue and TV is black while theword “wear” of the logo is red. If we want to reproduce the logo in a black and white document,the stem of the letters "wear" should be grey, with the rest of the logo in black.32


Colour Schemes for MTV LogotypesDescription of font used for the LogoLogo analysisOur intention is to describe the logo we have created. According to MTV style, their logo ischanged very often. We have followed the same principle and we have created 6 different logos.We did not change the style, but we have changed only the combination of colours.RGBMain Logo1 245 137 582 147 20 243 210 28 314 237 28 365 35 31 326 121 8 10CMYK1 1 56 87 02 18 100 100 333 0 99 100 134 0 100 100 05 0 0 0 1006 18 100 100 4933


Pantone1 Pantone 715 C2 Pantone 484 C3 Pantone 485 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 484 CHexadecimal1 F5893A2 9314183 D21C1F4 ED1C245 231F206 79080ALogo and its relation to our websiteWe found that the Colour is a tricky business on the web, and logo legibility potentiallychallenging, we tried to find right colour and not to repeat the same colour on the on the webotherwise the logo will just disappear; moreover we thought more about the contrast and colourcombination between the logo and website front page.FontFirstly we worked with “M” form MTV logo, because it is unique and gives the right expressionof MTV, while we have tried to work with another font to represent “M”, unfortunately does notfulfil our purpose and has no expression for MTV.Our logo is to do with two very strong related themes which are music and fashionable clothes.We want to find the right font which will express those two themes. We have done someresearch; we could not find it within illustrator while we could download for free from internet.Size/Archive Contents: 27.5K .ttf and .txtDescription: A nice serif stencil font with rough, slightly distressed edges. 4444 http://desktoppub.about.com/library/fonts/dd/uc_duedate.htm34


Development of the logoOne reason our logo design issimple is that people process animage in their mind more readilythan words alone.We will also have various sizes(small, medium, and large), a webversion, a print version of ourlogo, a black-and-white andcolour coded version. 45Development of Logo for MTVin alliance with Bestsellers A/SVersion 145 For more details see Appendix 1435


Version 2Version 3Version 436


Version 5Version 6The Website DesignDuring our creative and working process on designing our website we paid attention to differentkind of aspects: target group, motivational factors, navigation menu, general use of fonts andcolours, etc. We took into consideration that it is important for our user to be able to find theinformation he/she is looking for and to give to our user a pleasant experience. In the same time,we created our design according with the design principles: alignment, proximity, repetition andcontrast.Our web design was created in correlation with the requirements of the target group. Ourintention was to be very close to their expectations and to determine them to return to ourwebsite.From the start we have been awarded that we must create a promotional website for MTVchannel (Music Television) which means that young people are the principal beneficiaries. Wealso took into consideration the fact that our web design should contain and combine specificelements from modern style: structure, colors, design elements and interesting or useful37


information together with different elements from the audio field. Everything should form anunitary structure: our website.For our website concept we choose to use the stage with lights and audience to create combinedfashion show and MTV style concert. To make an impression of movies, shows which MTVtranslates, we made a shape of clapperboard, which is a shape of stage as well. In this website weuse alignment between lines and shapes. The main colour, which we followed by creating thiswebsite was electric green. At the moment green colour is very popular between our targetedgroup fashion clothes and this was the reason, why we have chosen it.The Development process of web designDuring our creative process we have started by collecting and putting together different kind ofideas. For example, at the beginning we have tried to use the inside part from a car for our mainpage. Later on we have found out that it is not representative enough for our user. After when wehave gathered the data from our field and desk research, we all agreed that the best idea is to use astage as a metaphor for our website. Generally, we have combined elements from the TV andfashion show, lights and shadows, we have added sounds and music by trying to create a specificuniverse for our website. To create concert atmosphere we made moving and reacting crowd,which helps the user to redirect attention to the main green stage, which is used as a structure forall sub pages. We have chosen to use a dark palette of colors in order to illustrate visually theshow atmosphere. We have chosen also another element from movie universe: the clapperboard.We paid attention to the fact that the user should navigate easily. For this reason we have chosento situate our menu on top of the main page.The color palette we have used is simple and based on dark and cold colors (for the website)combined with warm and shiny colors for logo and video section. Our purpose was to find abalance between the pictures used, the style of our web site, MTV and our product.Trying to be innovative we have decided that our logo should be situated under the menu bar andevery time when the user will click a button part of our clapperboard will move and change thelogo as well. In this way we have tried to keep the same style promoted by MTV.We were trying also to use a simple banner on top of the navigation bar to allow the user to findmore details about MTV program and how he/she can win the new clothes collection promotedon our website. The user can find information about MTV schedule and details aboutcompetitions. On other side the user will be able to play our advergame or to watch the newclothes collection for women and men and to order it and buy it.We have decided that a very good way to express our message is to use a video section divided inwomen and men clothes collection together with Flash animation. All animation we have used onthe website was created in order to keep the attention and to stimulate the user`s curiosity.Star AnalysisIn this chapter we are going to use the article “The Star Analysis” by Lise Agerbæk inorder to help our web design for our campaign.To be able to create a web design which could be not only original, but innovative as well wetook into consideration the fact that all information found during our research is useful in buildingthe way we express visually. Practically, we have used a pyramidal structure in designing ourwebsite which means that first we have searched for data, then we have gathered it and at last wehave started the design process. We have also taken into consideration the psychological aspectconsidering that our web design should have appeal in order to keep our target group focused onour website.38


PurposeOur intention was to create a web site where we promote our new product, a clothes collection“MTV Wear” created by Vero Moda and Jack & Jones for MTV channel in order to gain moreaudience and to increase the sales for MTV`s business partners. In the same time we paidattention to the fact that we promoted the new style of MTV on the Danish market. In the sametime we would like to give the user a pleasant experience (during the visit on ourweb site) and the possibility to buy the product and to be able to get the information he/she islooking for. By creating a new product for MTV channel, we would like to offer to our targetgroup (young people between 19-24 years old) an alternative and original way to get familiar andto choose a different product from the market. On other side, we have used MTV channel as apromoter of our new product in order to gain more audience.GoalFor our web site we have used a mixture between two concepts: entertainment and commercialsite. Our intention was to make the user feel comfortable and to determinate him to be freelyinvolved in the communication process. In our web site we were tried to create a “virtual world”by using the advergame in order to create access for as many users as possible.For the commercial aspect we have considered that the user can watch, choose and order theproduct online or the user will be able to win the product participating on MTV competitions. Inthe same time as well MTV channel will be involved by promoting the new clothes collection.Our intention was that by giving our potential users the possibility to choose between differentkinds of activities on our web site we will create the space for a large number of different goals aswell.ResourcesOur group has 5 members and during our design creative process we were guided by 1 designteacher and 2 programming teachers. We should be able to finish our project in 3 weeks and wewill work with the newest Adobe CS3.TraditionIn order to be more creative, able to create an interesting and exiting design for our webdesign.We have to look to the tradition similar website and try to understand it properly. LiseAgerbæk has stated in her star analysis:“It is important to know the host’s tradition in forming messages.”From this we will be able to move a bit and create our design without breaking thetradition.We have looked at the web tradition of the MTV Company and other related companies,to get a sense of where we are going to and will be able to know what the customersexpect when they are visiting another webpage with same product.In our campaign website must be something new, creative and innovative so we canattract the user attention tour campaign. We have discovered several WebPages withsimilar products by other companies. As we noticed website contents are not very similar.Two examples are giving a lot of information about the music, the artist their products,39


describes all the capabilities benefits, and other two are giving just major information andoffers to buy it.TrendWhen we hear the word trend, we imagine that trend in almost every thing which iscreative.Website design it is another kind of creativity. We want to use trend in order tocommunicate with our target group, especially where we are dealing with music, fashionand young target group.We have chosen to work with the trends within a music & fashion. One of the largestcurrent web trends is the experience design principle.This new design principle takes you into the web universe where of the artist or companyresides.SituationThe user can navigate on our web site when he/she is at home, at work etc. As soon as the mainpage is displayed he/she has the possibility to listen our audio ID, which it will create aconnection between the sound and the image. This kind of association will be helpful during theadvertisement campaign. The user can read information about MTV schedule, parties whereMTV participates and he/she can play our advergame. The user can also participate to MTVcompetitions by following the MTV productions and win the new product.ObservationsIt was important for us to go through the star analysis because in the moment when we had abackground we were able to build something new or to change something else. On other side, wewere trying to offer them the possibility to choose, we were trying to create a new model tofollow on their every day life and we were attentive to the fact that using a combination betweentwo different kinds of companies we should be able to get a good cooperation in benefit for bothof them.Banner Add ConceptAs our target group enters into our website, at the homepage on the top the user can see abanner add enclosing in a light frame. As in our banner there is blinking offer for the user“Follow MTV programs and win!” and this blinking-animation potentially attract theattention of our target group. And we are using key words in the banner like “follow”,“MTV programs”, “win” which possibly makes our user to show interest in it. Andconnecting to their psychological factor that everybody wants to get success and win allthe time, our user desires to win something that is mentioned in the banner. When userfinally decides to click on the advertisement banner he/she will open automatically an40


MTV page from their website. On to his this action on clicking to banner, it takes him towww.mtv.dk which eventually contains the details of the procedure of winning thecontest in MTV and lured him to watch MTV because from our research we concludedthat our target group that is from the age 19-24 are potentially interested in buyingclothes and be fashionable and they will easily participate in the competition where thereis chance to go one step ahead in fashion world in free of cost. After this we expect tosatisfy what the user wants from that banner and fullfil his needs somehow.We expect this banner to add however build up the potential of attracting our target groupto watch MTV and increase the number of viewers.Those pictures are showing the way that our logo is looking printed on clothes.41


Final conclusionDigital media continue to grow rapidly in importance as the means by which consumers andbusinesses are made aware of products and then select and purchase them.Our attention from this project is to solve the problem that MTV Denmark is facing at themoment, for the fact, that are not reaching enough audience in order to boost the sales throughsubscriber, adverting and purchases of some of their product.Firstly, our aim was to find the right company, which will reflect the right target group for MTV.It was quiet interested after our field and desk research that we find out we will work withclothing company,According to many artists, the music and fashion are connected very well together.We worked from this verbal theory with consideration of cultural issues and implemented withincommunication and visualisation part in order to reach those audience which MTV Denmarkneeds.Through this research we created a visual identity for two collaborated company. Weimplemented an endorsed Identity to the new concept of music and clothes collection and withthe visual identity; in hand we created a web design based on our concept moreover our webdesign that would suit both the companies and our target group.We set out to create a fully functional web design in Flash, implemented with classes and movieclips. TheWeb design was created, and uploaded to the project site.43


It was very exiting to work with MTV, especially after we realised our target group and thechosen company,We believe that boost our creativity and every member of the group was working effective asteam in order to fulfil the requirement of this project.We enjoyed the most working through the 4 core (marketing, communication, visualisation andthe interaction).We believe that every member of the group work hard in order to fulfil the requirement of thisproject, which was big learning lessons as student within multi media design.44


Chapter 4 Interaction DevelopmentIntroductionIn the following section we are going to describe the interaction development 46 process ofour project – coding walkthrough. This section is created for better clients’ understanding of whatis he actually buying and how does it work (going to work). For the better understanding of thispart of the report we are going to use various models describing the development process piece bypiece taking the user through each important step and explain why are we using that exact modeland how does it help us. Here’s a short description of the next few pages involved with theinteraction development part:• System development methodology 47 gives you a clear view of the way weworked things out while communicating with our client and while working onour own with the information we gathered on our way from the start and till thefinished product• Use case diagram 48 shows the user what the site contains and how can he use theactual site’s structure later in use• Then some of the most interesting use cases 49 are going to be described• After that follows Bad and Good day scenarios where the description of theperfectly working use cases and the use cases that might go wrong are described• Then the class diagram 50 is displayed – the description of the way site interactswithin itself• And the last thing is – some fragments of the code that are relevant for the site’sstructure are shown46 http://en.wikipedia.org/wiki/Interaction_design47 http://en.wikipedia.org/wiki/System_Development_Methodology48 http://en.wikipedia.org/wiki/Use_case_diagram49 http://en.wikipedia.org/wiki/Use_Cases50 http://en.wikipedia.org/wiki/Class_diagram45


System Development MethodologyWe developed our system according to the both available models’ mixture. We used bothwaterfall model 51 and prototyping model 52 . We have chosen both models because usage of onlyone cannot fully satisfy our needs as a development group. That’s why we need to use waterfallfor better communication with the client and prototyping for better interaction between groupmembers and faster development rate.Prototyping model lets us go a bit faster in the whole development process, because you canlet yourself improvise and modify your own skills, on the other hand this method kills all theteamwork and pulls you back to the level of your co-workers if you’re surpassing them by level.Though prototyping lets you make any number of steps back in development process at any stageof its development and gives you a freedom of movement throughout the whole project.51 http://en.wikipedia.org/wiki/Waterfall_model52 http://en.wikipedia.org/wiki/Prototyping and http://en.wikipedia.org/wiki/Software_prototyping andhttp://en.wikipedia.org/wiki/Rapid_Application_Development46


Waterfall model lets us go one step backwards in our development process which brings usstability and control over the situation using collaboration between customer and developer. Onthe other hand this model requires more time according to the development deadline. The typicalwaterfall model consists of the following:• Requirements – the most important use cases development for the biggest stakeholdersin order to know the goal of the site and satisfy our end users’ needs.• Design – according to the research made on present sites carrying the trendy ortraditional layout in them our goal is to make a relevant design model.• Implementation – implementation of the interaction part – giving the webpage somebrains and making it interact with users in the most comfortable way.• Verification – final testing before releasing the end user product.• Maintenance – if the customer requires services of site maintenance then the admincould be trained for that specific purpose.47


Use Case Diagram• Home – lets user *see* the new visual identity of the new webpage. The visuallychanged identity of MTV in Denmark together with their new partner – Bestseller –owner of the Jack&Jones and Vero Moda brands has to be displayed on the home page inorder to let user see the difference at once and *create* the awareness and curiosity toexplore the page deeper.• TV Program – lets user *see* the program of the channel and *go to* service providers’webpage in order to subscribe for the channel. Those features lets user feel theopportunity to act and do what he wishes after seeing the displayed information andoptions.• Party – lets user *see* the party flyer which is going to be hosted by MTV soon.• Advergame – lets user *play* the game related to the campaign concept.• Men Collection – lets user *see* and *hear* the presentation for men collection.• Women collection – lets user *see* and *hear* the presentation for women collection.48


Most Interesting Use CasesTV ProgramThis use case is used when you see the TV program of MTV for the day and if you’re interestedyou can choose the service provider and subscribe for MTV.CollectionsThis use case is used when you go to see the new collections for both men and women presentedby MTV together with Jack & Jones and Vero Moda. Here you can see the video presentation ofthe clothes and visit the websites of the other trademarks’ by pressing any banner ad you’ll find.AdvergameThis use case is used when you play Advergame on our website. The Advergame is presentingyou the collections in another interacting way and gives you an opportunity to act. For now it’s apresentation of the future models of our collection.TV Program“Happy Day Scenarios” for the Most Interesting Use Cases• Sub page with TV program’s schedule for today is loaded and it has text (formatted bycss) on it with the time when the shows will be broadcasted• If the text doesn’t fit the size of the screen then the opportunity to scroll the text becomesavailable• If the user likes the shows or sees something that is familiar to him and it is attracting himto tune into MTV he might pick the service provider which can offer the user a pack ofservices which includes MTV• User selects the provider by clicking it’s logo and is being redirected to it’s webpageCollections• Sub page with video player is loaded• User is expected to push the play button himself to view the video promoting thecollection• User enjoys the video and gets awareness of the campaign’s ideaAdvergame• Sub page with Advergame is loaded• User can see a minor instruction of the game play• User plays the game• User gets the results of the game and stays satisfied or at least gets awareness49


TV Program“Bad Day Scenarios” for the Most Interesting Use Cases• No text is visible or the formatting is wrong – the user cannot see any information exceptfor the logos of the service providers and that makes him confused. In this case user isalso helpless and only thing he might think of doing is going to the page of serviceprovider and expect some campaign related information and further instructions aboutpurchasing the package for viewing MTV• No scrolling possibility is given – the user cannot see the full schedule and there is nosolution for user’s side• No redirection – the user is not redirected from MTV website to some service provider’swebsiteCollections• Player is not loaded – in this case user might just not have the flash player installed, so heneeds to download the plug-in for his browser in order to view the video• User didn’t shut the site’s sound down – the sound must be turned off at the footer levelin order for site’s soundtrack and promotion video’s soundtrack – solution might be todisplay the warning for the user in the page itself and direct him to the best performance• User navigates away from Men or Women collection page containing video but the soundfrom the video keeps running on the background – the solution for the user could berefreshing of the page, if that is not convenient for user, then there’s no other solutionfrom the user’s sideAdvergame• No instruction is displayed – that makes user lost and he must find out the way to use thegame himself or just go to another sub page because user cannot solve this issue• User cannot play the game – the message can be displayed that some elements arerequired for using this sub page50


Class Diagrammenuindex11Reference AReference E1 1111_contentReference B11TVpageReference D111side_bannerReference FfooterReference Ctop_bannerReference GCheck the full references in the tables below51


Reference Amenuprivate var myXML:XML;private var XML_URL:String;private var XMLDir:URLRequest;private var myLoader:URLLoader;private var myResult:XMLDocument = new XMLDocument();private var menuAR:Array = new Array();private var menuURL:Array = new Array();private var movie:*;private var movie1:*;public function menu()public function setContentArea(m:*)private function xmlLoaded(evtObj:Event)private function button1_btnmouseUpHandler(event:MouseEvent):voidprivate function button2_btnmouseUpHandler(event:MouseEvent):voidprivate function button3_btnmouseUpHandler(event:MouseEvent):voidprivate function button4_btnmouseUpHandler(event:MouseEvent):voidprivate function button5_btnmouseUpHandler(event:MouseEvent):voidprivate function button6 btnmouseUpHandler(event:MouseEvent):voidReference BReference C_contentprivate var mySprite:Sprite;private var ldr:Loader;private var url:String;private var urlReq:URLRequest;public function _content()public function swfloader(m:String)Reference Dfooterprivate var pos:Number=0;private var container:MovieClip;private var urlReq:URLRequest;var mySound:Sound;var mySoundChannel:SoundChannel;function footersound()private function Stop_btnHandler(event:MouseEvent)private function Play_btnHandler(event:MouseEvent)TVpagevar cssLoader:URLLoader = new URLLoader();var cssRequest:URLRequest = new URLRequest("css/TV.css");var loader:URLLoader= new URLLoader();var myRequest:URLRequest = new URLRequest("text/TV.txt");public function TVpage()private function onLoadCss(event:Event):voidprivate function handleLoaded(event:Event):voidprivate function goup_btnHandler (Event:MouseEvent):voidprivate function godown_btnHandler (Event:MouseEvent):void52


Reference Eindexprivate var ldr:Loader;private var url:String;private var urlReq:URLRequest;private var container:Sprite;private var myXML:XML;private var XML_URL:String;private var XMLDir:URLRequest;private var myLoader:URLLoader;private var myResult:XMLDocument = new XMLDocument();private var myArray:Array = new Array();private var keyreader:Sprite = new Sprite();private var movie:*;private var movie1:*;private var numSWFLoad:Number = 0;private var numSWF:Number = 6;function index()private function xmlLoaded(evtObj:Event)private function menuhandleInit(event:Event)private function ContenthandleInit(event:Event)private function onEnter(event:Event):voidprivate function activateHandler(event:Event):voidprivate function resizeHandler(event:Event):voidprivate function progressHandler(event:ProgressEvent):voidprivate function initHandler(event:Event):voidprivate function openHandler(event:Event):voidprivate function completeHandler(event:Event):voidprivate function clickHandler(event:MouseEvent):voidReference Fside_bannervar urlReq:URLRequest;function side_banner_link()private function side_banner_link1_btnHandler(event:MouseEvent):voidprivate function side_banner_link2_btnHandler(event:MouseEvent):voidprivate function side_banner_link3_btnHandler(event:MouseEvent):voidprivate function side_banner_link4_btnHandler(event:MouseEvent):voidReference Gtop_bannervar urlReq:URLRequest;function top_banner_link()private function top_banner_link_btnHandler(event:MouseEvent):void53


Code Examples form the WebsiteThe banner redirects you to the link mentioned in the code:navigateToURL(new URLRequest("http://www.one.lt/"));The sound that is mentioned in the code is playing in the background of the website throughoutthe whole browsing session (the track is looping for 1000 times):mySound = new Sound();mySound.load(new URLRequest("audio/AudioID.mp3"));mySoundChannel = mySound.play(0, 1000);The sub pages are changed one with another and not covered one on another in a pile:if (mySprite.getChildByName("content")!=null) {mySprite.removeChild(DisplayObject(mySprite.getChildByName("content"))); }The data from your XML file is parsed, then the result is analyzed and displayed according toyour XML file’s structure and relevant functions (array is used for XML menu navigation):myResult.parseXML(evtObj.target.data);menuAR = myResult.firstChild.childNodes;for (var i=0;i


2.5.1 Website Map55


Functional Features‣ Home:As soon as Home page is displayed the user will be able to listen the new audio ID of MTVchannel. The main page contains the navigation menu, advertisement banner for our clothescollection “MTV Generation” and for the business partners of MTV channel, Vero Moda andJack & Jones.‣ TV Program:TV program sub page contains informations about MTV schedule, relevant pictures about themost interesting shows or productions of the day and details about how the user can win theclothes collection “MTV Generation”, tickets for concerts etc.‣ Party:Party sub page contains announcements about parties or modern events where MTV is partner,pictures and informations about the newest albums, singers or superstars.‣ Advergame:Advergame sub page is a mock-up, but it develops the idea of an interactive 3D game. The userwill be able to see a game prototype based on our principal product: the clothes collection “MTVGeneration” and he/she will have the opportunity to create his/her own wardrobe.‣ Women Collection:Women Collection sub page shows a video with a fashion presentation of our new clothescollection created for women by Vero Moda. When the video will end the user will find moreinformation about the way he/she can buy it.‣ Men Collection:Men Collection sub page shows a video with a fashion presentation of our new clothes collectioncreated for men by Jack & Jones. When the video will end the user will find more informationabout the way he/she can buy it.56


Technical SpecificationsFor the best performance of the website your computer’s hardware and software should meet atleast the following requirements:Screen:• Resolution, color depth and monitor size - optimized for 1280x1024• Color quality - 16 bits and more• Screen’s width - 14” monitors and largerUser operating system:• Windows XPCPU / RAM:• Any approved processor which surpasses the speed of 2 GHz with 1 GB of RAM at leastVideo / Audio:• Video card should have at least 64 MB memory• Audio card could be any(integrated or external), as long as it plays the soundBrowsers:• Internet Explorer 6 or newer versions• Mozilla Firefox 1.5 or newer versions• Opera 8 or newer versionsPlugs-ins:• Flash player 9Script languages:• Action Script 3.0 for Flash applicationConnection speeds:• The site assumes a minimum of connection speed of a standard ADSL connection512/128 Kb/s57


Chapter 5: Project Management5.1 Project Objectives· Design a logo which can be used for MTV and its partner.· Create a campaign website for the two companies· Develop an advergame for the site.· The site will share information about the products as well as promoting them.5.2 Time table and work plan for Group 5DaysWorking time scheduleWorking time Lunch Break Working time At homeSunday 0830-1100 1100-1130 1130-1530 2 hoursMonday 0830-1100 1100-1130 1130-1530 2 hoursTuesday 0830-1100 1100-1130 1130-1530 2 hoursWednesday 0830-1100 1100-1130 1130-1530 2 hoursThursday 0830-1100 1100-1130 1130-1530 2 hoursFriday 0830-1100 1100-1130 1130-1530 2 hoursSaturday 0830-1100 1100-1130 1130-1530 2 hoursTotal hours for week 1= 280 hoursTotal hours for week 2= 280 hoursTotal hours for week 3= 168 hoursTotal Hours for the Exam Project Assignment = 728 hoursThat means we are going to spend our time as follows:Project Partition Percentage Time Resourcesallocated1. Marketing Research 14% 101.92 hours Anca, and Farid2. Market Communication 26% 189.2 hours Anca and Farid3. Visualization 27% 200.2 hours Farid, Nerijus, Anca andNavin4. Interaction 27.5% 200.2 hours Konstantin, Navin andNerijus5. Project Management 5% 36.4 hours Farid, Navin and AncaMoreover every member of the group should make logo and mock –up of the campaign site, sowe can work and develop it.58


5.2 Group dynamic by Richard WeberIt is the exam project and we all want to do our best. We conducted this model as RichardWeber identified that the group who perform well typically go through four stages, asshown here. 53FormingPerformingStormingNormingIssue/Stage Forming Storming Norming PerformingInterpersonal Inclusion Control AffectionGroup Superficial, Frustration, Negotiation, growth,Behaviour Polite, anger, attacks agreement, insight andon leadership cohesion collaborationambiguityGroup Membership Decision Functional ProductivityTasks/issues defined, making relationshipsIntroductions, process,Formulating power andObjectives influenceLeadership Dependence Counter Inter-dependencedependence53 Practical Business Re- Engineering by Nick Obolensky, 1994 page 29159


ConclusionIt was very helpful for our group to work together as team, when we have conductedThis model: Group dynamics. The aim of using this model is to form and build adynamic team and to ensure that we understands the psychological implication of working together so wehave more chance to perform efficient all the way in ourproject.In this project we have gained a lot from using this model.Introduction:In this section of Project Management we have describe about our planning and way of workingfrom the day of beginning to the deadline with various milestones in it. We have also mentionabout the delegation of responsibility of each individual group member evaluation the overallgroup process and many ups and downs during the project period.Group Process EvaluationLearning Style ProfileAnca MortensenFarid Chokri IsmailKonstantin LasukNavin ThapaNerijus Slapkauskas(Reflector, Activist)(Reflector, Pragmatist)(Reflector, Pragmatist)(Reflector, Theorist)(Reflector)The learning style profile of individual member of our group is mentioned above which clearlyreflects the fact that we all five members are reflector somehow so we have majority of memberwith reflector learning style.How we work?Though we have majority of reflectors in our group but at the same time there are other learningstyle profile member in our group somehow. So it is plus point for our group and easy to coordinatewhile working. Normally we meet together early in the morning and have a discussionon what we have done and what’s our agenda for a day. Then we divide our task, work on it andagain meet at post session of day to discuss the progress and problem of the day. We discuss anddivide more work for home. This is how we work in the three weeks time. While working ifsomebody encounter a problem technically then we try to fix it with the help of our groupmembers if not then we call help from teachers. As we move on the project, and finish the firstsession of the project we handover the report to relevant teacher to have a look and give usfeedback so that we could improve on it and sort out a better report and same with the interactionpart as well. Actually this help us a lot and even on the last week of project we hand our almostdone report to look through to the teacher which infact help us a lot to sharpen our report. Andwith a good coordination of every group members and good command of project manager wefinally able to finish this project with the hope of well-done.Good Aspect of group work!!A good commanding project manager and well coordinating devoted group members are the realassets of our group. Therefore we are able to maintain smooth flow of work in group. Allmembers are devoted to their work, show-up in time, show positive approach in work, help eachother, discuss the problem and respect each other ideas. These are positive attitude of group andkey-factor behind finishing this project with lots of hope. And at the same time all groupmembers learn new things which are pretty much relevant for further study.60


Overall the credit for making the environment of the group fresh, smiley and happy with intentionto work and achieve goal goes to all group members.Partial Conclusions:As it is clear that our group has got the very positive attitude towards this project which also helpto motivate group members and maintain freshness in the project during 3 weeks.Appendix 1APPENDIXGallup Kompas for young people between 19-24 years interested in music61


Gallup Kompas for young people between 19-24 years interested in fashion.Appendix 2The diagram for young population (19-24 years old) in Denmark obtained from the website ofStat Bank Denmark.62


Appendix 3Questionnaire Survey for MTVThis survey has been created in order to define the target group for MTV’s testpromotional website. In order to get the right statistical data we need as precise answersas you can give. Thank you for your time.What is your gender? Male FemaleWhat are you doing? Studying  Working  Studying & Working UnemployedWhat is your age? 10-14  15-18  19-22  23-25  26 and olderWhat is your monthly income? less than 15000 DKK  15000-30000 DKK  30000 DKK and moreWhat are you motivated with when you’re buying something new for yourself? Friends’ recommendation  TV advertisement Promotional websites’ advertisement  Rich media banner  OtherWhat TV Music channel do you prefer?How much money do you weekly spend on “Hobbies”? Which ones?How much money do you weekly spend on “Interests”? Which ones?How much money do you weekly spend on “Personal Goods”?What “Personal Goods” do you specifically prefer?Do you watch MTV? Yes NoWhy?63


Appendix 4Appendix 5The tables below show the rate audience and what TV channels Danish people prefer and therating of specific productions.I uge 50 så en gennemsnitsdansker på 3 år og derover i gennemsnit 19 timer og 48 minutters tv,hvoraf 13 timer og 46 minutter fandt sted i perioden 17.00-00.00. Seere i alderen 15-50 år, somkan se Dansk Satellit-tv (DSU), brugte i alt 20 timer og 20 minutter på at se tv. Dansk SatellitUnivers er defineret ved: TV3, TV3+ og Kanal 5.SendetidHele døgnet,alleKl. 17-24, alle15-50 år, DSUTimer t min pct t min pct t min pct167t 54m 6t 38m 34 4t 44m 34 5t 38m 28150t 51m 0t 26m 2 0t 16m 2 0t 54m 4103t 20m 0t 28m 2 0t 20m 2 0t 21m 2167t 59m 0t 13m 1 0t 08m 1 0t 20m 2168t 00m 0t 13m 1 0t 05m 1 0t 15m 164


75t 27m 0t 10m 1 0t 07m 1 0t 13m 1135t 26m 4t 47m 24 3t 59m 29 3t 11m 1694t 14m 0t 52m 4 0t 44m 5 0t 38m 396t 41m 0t 57m 5 0t 34m 4 1t 56m 1087t 04m 0t 40m 3 0t 27m 3 1t 19m 6167t 42m 0t 14m 1 0t 11m 1 0t 27m 2167t 46m 0t 28m 2 0t 20m 2 0t 53m 4167t 59m 0t 12m 1 0t 07m 1 0t 12m 1146t 26m 0t 04m 0 0t 02m 0 0t 07m 1167t 27m 0t 18m 2 0t 07m 1 0t 36m 3154t 30m 0t 07m 1 0t 04m 0 0t 09m 1135t 53m 0t 15m 1 0t 07m 1 0t 12m 1162t 41m 0t 03m 0 0t 02m 0 0t 06m 0Andre 3t 00m 15 1t 33m 11 3t 10m 16I alt 19t 48m 100 13t 46m 100 20t 20m 100Nr Rang Titel Dag Tid Rating (000) Vurdering1 WRECKED Søndag 22:28 72 FIST OF ZEN Tir-Fre 21:25 63VIVA LABAM4 SCARRED5 STRUTTERMan-SønMan-FreMan-Fre22:31 521:59 523:00 565


6 FABULOUSLIFE OFTir-Ons 19:58 57 ESSENTIAL Torsdag 21:01 48 ALL ACCESS910THEOSBOURNESBEST OFMARILYNMANSONMan-Lør17:20 4Søndag 20:16 4Torsdag 22:01 4Ugens programmer fordelt efter programtyperAktualitet & debatOplysning & kulturUnderholdning & musikNr Title Station Dag Tid Rating (000) Vurdering1DR'S STOREJULESHOWDR1 Søndag 21:15 1014 4,12 DEAL NO DEAL TV 2 Torsdag 20:39 907 4,03REVY DANMARK20074 VQ -VIDENSKABSQUIZDR1 Fredag 19:59 676 3,9DR1 Torsdag 20:29 509 3,75 HELD OG LOTTO DR1 Lørdag 17:20 22666


Appendix 6CAB analysisBy using CAB analysis we will be able to identify the capabilities, the advantages and thebenefits of our website campaign.Capabilities Advantages Benefits• collection of clothes“MTV Generation”• create awareness thatMTV is changed• implement new audioID and new style• promote the style ofthe site with clothes• advergame• TV competition• limited edition createdfor young people• creates a new style• autonomy on audiovisualmedia• fulfil the needs of user• creating apersonalized style• win the clothescollection watchingMTV program• young people willbelong to “MTVgroup”• gain trustiness• combining MTVchannel together withfashion• innovation• creative• gain audienceAppendix 72.6.2 Mequoda Website ScorecardWe have used Mequoda Website Scorecard in order to evaluate from another point of view ourwebsite concept.MEQUODA WEBSITESCORECARDhttp://mtv.subsite.dk1. Strategic intent Considering that our website is made for youngpeople, our intention is to be flashy and attractive instructure and use a clear strategic intent.2. Content webification We will give them the possibility to know TVschedules, play games, get info about MTV parties andthe new clothes collection for men and women andbuy it as well.3. Relationship building Inexistent for moment.4. Persistent navigation We expect our user to have easy navigation throughthe site and come back to the home page without beingdistracted.67


5. Task depth The page will be structured in a specific way to makethe user curious what is going to happen next and theuser will look for more information and go through thenext pages.6. Affordance In our website, the button is functional lead the userwhat it can really afford.7. Labeling and language As our website is for young people, the keywords andphrases used are created in a simple andunderstandable way. For our banner we will use onlykey-words in order to make the user curious.8. Content density & Readability The balance between the graphics, text and music ismaintained in a way to keep the attention of our usersand make them visit the website next time.9. Content organization The content in our website is structured as well aspossible, in order to keep the user interested and toavoid user`s confusing.10. Content freshness New content is uploaded daily or many times in a dayif it is necessary.11. Page load time As young people has lot of choice so to maintain theirattention we try to load the page in minimum time aspossible.12. Aesthetics13. Brand preference Our new theme ’MTV Generation’ and playability ofadvergame will encourage our user to visit the siteback again and increase the traffic.Appendix 8Think-aloud testQuestions about website design:Does our website reflect MTV style?Is it clear layout of information?Does it create concert and fashion atmosphere?Did you notice fashion and clothes elements?Is this website attractive for you?Does it look modern?Do you like menu and why?Do you think this website can attract more attention to MTV?68


Questions about advergame:Does it reflect fashion?Is it clear view what should be the action in this game?Does it look simple to play?What is the purpose of this game?Would you want to play more than 1 time?Can this game attract more audience to MTV in Denmark?Appendix 9This section contains our mock-ups for the website and the advergame.69


Appendix 1072


Appendix 11Development of Logo for MTV in alliance with Bestsellers A/S74


Appendix 12RGB1 245 137 582 43 134 553 86 168 624 237 28 365 35 31 326 65 118 48Logo 1CMYK1 1 56 87 02 75 4 100 293 65 0 100 134 0 100 100 05 0 0 0 1006 77 32 100 19Pantone1 Pantone 715 C2 Pantone 363 C3 Pantone 362 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 364 CHexadecimal1 F5893A2 2B86373 56A83E4 ED1C245 231F206 417630RGB1 245 137 582 36 44 1183 53 76 1494 237 28 365 35 31 326 24 27 94Logo 275


CMYK1 1 56 87 02 95 90 0 293 87 75 0 134 0 100 100 05 0 0 0 1006 95 90 0 49Pantone1 Pantone 715 C2 Pantone 2756 C3 Pantone 7455 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 275 CHexadecimal1 F5893A2 242C763 354C954 ED1C245 231F206 181B5ERGB1 245 137 582 177 163 333 215 206 94 237 28 365 35 31 326 139 128 22Logo 3CMYK1 1 56 87 02 8 9 93 293 7 1 100 134 0 100 100 05 0 0 0 1006 8 9 93 4976


Pantone1 Pantone 715 C2 Pantone 391 C3 Pantone 604 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 620 CHexadecimal1 F5893A2 B1A3213 D7CE094 ED1C245 231F206 8B8016RGB1 0 0 02 144 20 233 211 45 314 237 28 365 35 31 326 119 8 107 253 237 25CMYK1 75 68 67 902 20 100 100 343 0 95 100 134 0 100 100 05 0 0 0 1006 20 100 100 497 3 1 95 0Logo 4Pantone1 Pantone 426 C2 Pantone 484 C3 Pantone 485 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 484 C7 Pantone 3945 C77


Hexadecimal1 0000002 9014173 D32D1F4 ED1C245 231F206 77080A7 FDED19RGB1 0 0 02 0 117 543 87 168 624 237 28 365 35 31 326 0 95 417 237 32 36CMYK1 75 68 67 902 85 15 100 313 65 0 100 134 0 100 100 05 0 0 0 1006 85 15 100 497 0 99 100 0Logo 5Pantone1 Pantone 426 C2 Pantone 356 C3 Pantone 362 C4 Pantone 485 C5 Pantone Hexachrome Black C6 Pantone 349 C7 Pantone 485 C78


Hexadecimal1 0000002 0075363 57A83E4 ED1C245 231F206 005F297 ED2024Appendix 1479


Appendix 15Gantt Chart80


Time table and work plan for Group 5DaysWorking time scheduleWorking time Lunch Break Working time At homeSunday 0830-1100 1100-1130 1130-1530 2 hoursMonday 0830-1100 1100-1130 1130-1530 2 hoursTuesday 0830-1100 1100-1130 1130-1530 2 hoursWednesday 0830-1100 1100-1130 1130-1530 2 hoursThursday 0830-1100 1100-1130 1130-1530 2 hoursFriday 0830-1100 1100-1130 1130-1530 2 hoursSaturday 0830-1100 1100-1130 1130-1530 2 hoursTotal hours for week 1= 280 hoursTotal hours for week 2= 280 hoursTotal hours for week 3= 168 hoursTotal Hours for the Exam Project Assignment = 728 hoursThat means we are going to spend our time as follows:Project Partition Percentage Time Resourcesallocated1. Marketing Research 14% 101.92 hours Anca, and Farid2. Market Communication 26% 189.2 hours Anca and Farid3. Visualization 27% 200.2 hours Farid, Nerijus, Anca andNavin4. Interaction 27.5% 200.2 hours Konstantin, Navin andNerijus5. Project Management 5% 36.4 hours Farid, Navin and AncaBibliography:Marketing: Friedlein, Ashley and Morgan Kaufmann Publishers (2001) - “Web Project Management– Delivering successful commercial websites”. Book URL- www.econsultancy.com/book Kotler, Philip-“Principles of Marketing”, 4 th European Edition. Compendium and Handouts about Marketing,Organazation, Desk and Field Research. Handouts about Gallup PC and Gallup Kompass ( Segment Description). www.marketingteacher.comMarket Comunication: Bojen, Lars (MMD, 2007) - Compendium 1 in Market Communication.Visualization: Agerbæk, Lise-"Stjerneanalysen"http://www.multimediedesigner.ots.dk/users/Lise%20 Agaerbæk81


Donald A. Norman “Experience Design”- Chapt. 1: Attractive Things Work Better.Chap. 2: The Multiple Faces of Emotion Garett, Jesse James-”The Elements of User Experience” Workhop, Peachpit Press fromcompendium “Design” Developing a visual identity. Lupton, Ellen-“Mixing Message”, Eric’s handout-“Material on POP Art”. Olins, Wally-"Guide to New identity”,”The Design Council”, Page 2-14,18-26,45-68and hands out from Lise. William, Roben and Tollett John, Peachpit Press"The non - designers web book".Interaction: Britton, Carol and Doake, Jill-McGraw Hill 2000, “Systems Development notes: Object-Oriented Systems.” Castro, Elisabeth-Peachpit Press 2007- HTML, XHTML and CSS. Lott, Joey, Schall, Daron, Peters O’Reilly, Keith 2007-“ActionScript 3.0 CookBook.Project Management: Norm, Peplow-Creativity and Innovation, Norm-Sis Thinking Hats(de Bono). Communication Compendiums. Experiential Learning: Experiential Learning Theory (ELT)http://www.le.ac.uk Learning Styles. http://www.campaign-forlearning.org.ukMarketing-http://www.theage.com.au/articles/2004/11/04/1099547315565.html?from=storyrhs-IDATI (Institute De L’audio Visuel et Des Telecommunication) Development of digital TV inDenmark-Hofstede Geert, “Cultures and Organizations”, 1994,……….?-http://www.hindu.com/2005/06/22/stories/2005062208001900.htm-For more details visit http://www.sysurvey.com/casestudies/mtv.asp-Viacom.newjobs is a company dealing with the jobs for MTV channel-http://mtv.viacom.newjobs.co.uk/mtvintro.asp-http://www.hoovers.com/free/co/factsheet.xhtml?COID=101156&cm_ven=PAID&cm_cat=BUS&cm_pla=CO1&cm_ite=MTV_Networs1 http://tvm.gallup.dk/tvm/pm/default.htm-For more details visit www.bestseller.com-http://www.bestseller.com/bestseller/EN/aboutBestseller/Facts/Vision.htm-http://www.bestseller.com/bestseller/EN/news/newsArchive/Annual+Highlights.htm-http://www.bestseller.com/bestseller/EN/brands/-http://www.jackjones.com-http://www.veromoda.com-http://www.bestseller.com/bestseller/EN/news/newsArchive/Annual+Highlights.htm-http://www.btx.dk/Default.aspx?ID=1572-http://www.thevoicetv.com/information.htm82


http://media.ncom.dk/index.php/video/id=574www.3.dkMarket Communication-http://tvm.gallup.dk/tvm/pm/default.htm-Ferdinand de Saussure, “Cours de Linguistique Generale”, University of Bucharest, 1991-Philip Kotler and co.”Principles of Marketing, Forth European Edition”, 2005-See more details about it in Philip Kotler and co.”Principles of Marketing, Forth EuropeanEdition”, 2005-http://www.sysurvey.com/casestudies/mtv.asp-http://portal.acm.org/results.cfm?query=author%3AJakob%20Nielsen&querydisp=author%3AJakob%20Nielsen&coll=GUIDE&dl=GUIDE&CFID=10190845&CFTOKEN=72044450-http://www.useit.com/jakob/83

More magazines by this user
Similar magazines