Weblog Article Peer Review Form B – Second Review

Writer’s Name: Carmen Keers

Assessor’s name: Janoeke Pauw

Date: 14 October 2007  

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? 1

2. Is the title original and appropriate? 1

3. Is the introduction complete? 1

4. Is the body of your article complete? 1

5. Is the conclusion well-developed? 1

6. Is the article well-organized overall? 1

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has any plagiarised material been removed? 3 

Do you feel that the writer has improved the article? Why or why not? Be specific.

Yes, I do. She improved two of the three points which I thought she should improve for a good article. One point she didn’t improve is the titles in the article itself. I think these give the article a more clear structure, but without these titles it’s still a good and well-organized article. 

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.

I made comments about some sentences, words and the missing titles. She corrected the sentences and words. Those were the most important things for an improvement. 

Are you happy to have this article on your weblog? Why or why not? Be specific.

Yes, I am. It’s a good written article and the subject is very interesting for our O’Neill project.  

Give the writer this completed form.

(advertorial)

Sun, Beach and Something to wear!

All you need is…
Only O’Neill 

By: C Keers, J Pauw, M Glas, J de Groot.

Imagine, you wake up. You open your eye’s and see it’s a beautiful day. The sun is shining and the radio says: ‘the waves look promising today’. It takes a split second for you to respond. You go down stairs to call some friends, make some sandwiches, pack your rucksack and then… You need to choose which Badin suit you should wear…. For most girls that last part is a huge problem. What should I be wearing?  Does this sound familiar? Then don’t stop reading now. O’Neill launched the new summer collection 2008. The collection is inspired by living the outdoor life and you can expect a lot of bright colours. This collection is the solution to a lot of ‘what should I wear problems’.  Girls, you know what I’m talking about. 

What’s O’Neill?
O’Neill is a leading brand in comfortable sportswear, founded by Jack O’Neill. He developed the wetsuit, and started a revolutionary line of surf and beachwear. By fare his most famous quote most be ‘I just wanted to surf longer’. This contains the essence of what the brand O’Neill is all about, raw and pure. Jack started in the U.S of A with selling surf and beachwear on the beach. Now O’Neill serves Europe for the last five decades. Always searching for new and innovative sportswear, O’Neill wants to make board and outdoor sports as comfortable as possible for everyone.  

Only O’Neill
Perhaps you thing: ‘Nice talking, but why should I wear it?’ Well, besides the professional surf line O’Neill presents, O’Neill stands for the natural beauty who doesn’t need a lot to make her beautiful. The underlying thought is: ‘Only O’Neill is what she needs’. So when you are wearing clothes of O’Neill you will get a comfortable and good feeling about your appearance. By wearing the new outfits you can express your own sense of style and it will make you stand out of the crowd. Because O’Neill clothing makes you feel comfortable and relaxed,  you don’t need a lot of make-up, jewels or accessories to make you beautiful. Only O’Neill is enough!   

The summer collection
Summer is the time of the year for sunbathing, visiting beach party’s and for showing yourself. Interested in a nice and sportive outfit for the summer? The O’Neill summer collection of 2008 is a collection is filled with a lot of unique items. The new ladies summer collection is filled up with nice tops, dresses, accessories, bottoms, footwear and swimwear.  The collection is created for you. Not only for the girl who surfs or sports very often. Also for the girl who just wants a nice summer look. But this collection isn’t only wearable during sports, you can also wear it at your work, to a party night out or when you are just relaxing with some friends. The variety of the collection is huge. Are you looking for a bikini, a board short, a normal short, sandals or flip-flips they have it all. There are even jeans in the collection.  

Where to buy?
Alright, now everyone knows why they should buy the O’Neill summer collection. All there’s left to tell is where to buy this innovative summer collection. There are several ways to buy your clothes. O’Neill has the so called O’Neill stores. They’re located in Amsterdam and Almere. A smaller collection is also available in the regular stores in larger cities. To find your nearest O’Neill selling point, you can use the shop locator on the O’Neill webpage: www.oneill.com. For the girls who don’t like to go out shopping (do they exist?) or for those who just wants to see the collection…Go to www.oneill.com/shop. That’s the place where you can buy your clothes 24 hours a day 7 days a week. 

You see, whether you love to wear comfortable cloths, like the sportive look or maybe you’re the diehard surfer. O’Neill is the choice for you! With years of experience O’Neill stands for high-end and comfortable clothing. It doesn’t matter if you’re a professional surfer or just want to have a nice comfortable shirt, your choice….Only O’Neill

Appendix 3B – Weblog advertorial peer review form
Weblog Advertorial Peer Review Form B – Second Review 

Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the advertorial by giving a 1, 2 or 3 for each question.
Read the advertorialonce to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of your advertorial complete? 1
5. Is the conclusion well-developed? 1
6. Is the advertorial well-organized overall? 1
7. Is the advertorial easy to understand? 1
8. Is the advertorial interesting to read? 1
9. Has any plagiarised material been removed? 3

Do you feel that the writer has improved the advertorial? Why or why not? Be specific.
Yes, the advertorial is has a better structure and is easier to read. The sentences are better formulated. 

Has the writer changed the advertorial adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.
Yes, there’s chanced a lot. Now the advertorial contains 700 words. And it became a text for the target group. It has got more humour, witch we think is essential for a good text for the tagetgroup. 

Are you happy to have this advertorial on your weblog? Why or why not? Be specific.
Yes, we are happy to have a advertorial like this on our blog. Like said before it contains humour and it’s easy to read.

Behavioural Targeting,
the dream of the direct marketer 
By J de Groot.

Behavioural Targeting (BT) is an innovative way of getting in contact with potential buyers. The principal of BT is that the potential buyer is monitored in his search behavioural. It’s simple, monitor the Internet user who’s hungry for information. Find out what he is looking for, find out his weakness, and then when he’s least expect it… confront him with an effective pop-up. Imagine, you desperately need a new surf short. You use the Google search engine. You type in ‘surf short’ and the quest for a new surf short is on. After a dozen of site’s and collections you find your ‘one-out-a-million’ surf short. But the next time you open your Internet explorer a pop-up will shown about the new collection of O’Neill’s beach-ware. How come?  

This is a typical example of behavioural targeting. The Internet users are segmented in ‘interest groups’. In other words they know what you like… And they make profit out of that knowledge. And we the ‘poor sheep’s’ are buying it…  

Using BT technology
Study’s shown that behavioural targeting is a very effective way of communicating with potential customers. It’s saving money in research, and effort in reaching clients who are probably not even interested in the product. The most important reason companies a using the BT technology is that is a very cheap 24/7 advertising campaign.  

For each business a different costumers approach.
There are several types of BT. So whether you’re in banking or you sell shoe’s there’s always a BT solution for your business.

The first most common type is based on the amount of search hits of a particular type of website or web-page. For example if you are visiting the sites of O’Neill, quicksilver or Billa Bong you would be placed in the ‘surf orientated-segment’. This information is stored on your own computer in cookie-files. The next time you open a site as ebay.com the banners and pop-up will be about surf stuff.
The second type of BT is based on the ‘top five keywords’ of an article the user is reading. Every website or web-page contains keywords. Those word help the search engine find them. If you are publishing a site about beachwear, effective keywords would be ‘swimsuit’, ‘surf’ and ‘beachwear’. A search engine like Google will read these words and compare them with the searchers request. Based on the similarity of the keywords and requested information, the search engine is ranking the sites in order of relevance. When you visited the site the BT technology is reading the top five key words. Based on the words the visitor is placed in a segment. And the rest is the same.
The third and final type of BT is based on the visitors on your site. When you visited a site you are placed immediately in an interest segment. This can only work with sites which are build for the BT technology. 

Now you know….
You see there’s a lot cooing on in the advertising world of Internet. But don’t feel assaulted in your privacy, and make your own profit out of this. After all what’s better than the bargains are coming to you, instead of hours looking for it. 

Weblog Article Peer Review Form B – Second Review

Writer’s Name: J de Groot
Assessor’s name: M Glas
Date: 10-10-2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of your article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has any plagiarised material been removed? 3 (because there was no plagiarised material to remove)

Do you feel that the writer has improved the article? Why or why not? Be specific.
Yes, it’s even more clearly than before. The spelling and the use of words are corrected.  
 

Has the writer changed the article adequately according to your suggestions for improvement of your first assessment? Describe the changes and state specifically whether you think they are an improvement.
Most of the suggestions I made are processed. He changed ‘how’s’ into ‘who’s’ and some of the words and sentences are modified. I think this version is much better than the first one.

Are you happy to have this article on your weblog? Why or why not? Be specific.
Yes, I’m happy with this blog. It’s a nice article. The information could be very usefull to our O’Neill project. Because we want to arrange a web shop.

Weblog Article Peer Review Form B – Second Review

Writer’s Name: Janoeke P.
Assessor’s name: Carmen K.
Date: 12 October 2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No
Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.
1. Is the topic interesting? 1
2. Is the title original and appropriate? 1
3. Is the introduction complete? 1
4. Is the body of your article complete? 1
5. Is the conclusion well-developed? 1
6. Is the article well-organized overall? 1
7. Is the article easy to understand? 1
8. Is the article interesting to read? 1
9. Has any plagiarised material been removed? 3 

Do you feel that the writer has improved the article? Why or why not? Be specific.
Yes, I only made a few little comments but she did improve them.

Has the writer changed the article adequately according to your suggestions forimprovement of your first assessment? Describe the changes and state specificallywhether you think they are an improvement.
I made comments about the written language and spelling mistakes. She corrected them all.Are you happy to have this article on your weblog? Why or why not? Be specific.
Yes, I do. I think the article is interesting to read and well-developed. Also the conclusion is interesting for our O’Neill project.

Will online advertising take over the traditional media?

Advertisers have been using traditional media for a long time. They have spent millions of dollars on radio, television, newspapers advertisement to attract consumers. Since a couple of years internet advertisement is also making it’s way to the top. Advertisers recognized this and spent a lot of money on the possibilities of the internet. They replaced the options they used for television and magazines or they use a combination of the two. So online advertising is increasing very fast, but the question is if the online advertising will take over the traditional media.

The new media are climbing to an unknown rate. Especially radio has been surpassed by the internet. Consumers are spending less time listening to radio then they do surfing the web or watching television. In addition, only 17% of consumers consider radio as the most essential media, while five years ago that rate was at 26%. Marketer senior analyst Ben Macklin says the radio ad spending is expected to grow 1,5% in 2007, but online ad spending will grow up to 22% in 2007.

Nowadays there are also a lot of video ads online to be viewed. A couple of years ago there were only banners or pages. The first attempt at online video advertising was attaching a TV ad to the front of an online video clip. But the industry soon recognized that it didn’t work for online clips because the ads where often longer than the clip itself. Marketeers are now shifting to ads that are especially made for an online audience. Like a 15 second spot or an ad that appears at the bottom of a screen and can be clicked on.User-generated video can’t generate a lot of advertising dollars. But to get the ad-friendly clips they want, video sites realize that they should give something in return. Some video sharing sites came up with something that will appeal to viewers and that also marketeers will like. They attach ads to videos they have inspected and then they share the profit with the video maker.

Those sound like encouraging words for the internet industry, but publishers still think the traditional media are very important in the advertising world. Results from analysts show that internet has a great future in online advertising. But in most cases there won’t be an either-or proposal. A mix of traditional media and online advertising can be fare more effective than using only online advertising.

Weblog Article Peer Review Form A – First Review

Writer’s Name: Carmen Keers

Assessor’s name: Janoeke Pauw

Date: 12 oktober 2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get a general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? 1

2. Is the title original and appropriate? 1

3. Is the introduction complete? 1

4. Is the body of the article complete? 1

5. Is the conclusion well-developed? 1

6. Is the article well-organized overall? 1

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has the writer plagiarised material? 3

Finally, read the article a third time and check it for spelling, grammar andpunctuation. Mark any corrections on the article itself then complete the rest of the form.

Name three things you like about the article.

-         It’s written clear

-         It’s understandable

-         It’s an interesting subject

Name three things the writer should improve.

-         Some sentences are not formed well, like: ‘Some video sharing sites came up with something that will appeal to viewers and that marketeers will also like.’ Should that be: ‘Some video sharing sites came up with something that will appeal to viewers and that also marketeers will like.’?

-         Some words are not written on the right way, like: ‘The new media are climbing to a unknown rate.’ Should that be: ‘The new media are climbing to an unknown rate.’?

-         There are no titles in the article itself.

What is the gist of the article?

Online advertising is increasing very fast and, but a mix of traditional media can still be fare more effective.

Do you think this article is good enough to pass the course? Explain your answer.

When the writer improves the three things, the article will be good enough to pass the course. It’s a clear and well structured article about a very interesting subject.

Will online advertising take over the traditional media?

Advertisers have been using traditional media for a long time. They have spent millions of dollars on radio, television, newspapers advertisement to attract consumers. Since a couple of years internet advertisement is also making it’s way to the top. Advertisers recognized this and spent a lot of money on the possibilities of the internet. They replace the options they used for television and magazines or they use a combination of the two. So online advertising is increasing very fast, but the question is if the online advertising will take over the traditional media.

The new media are climbing to a unknown rate. Especially radio has been surpassed by the internet. Consumers are spending less time listening to radio then they do surfing the web or watching television. In addition, only 17% of consumers consider radio the most essential media, while five years ago that rate was at 26%. Marketer senior analyst Ben Macklin says the radio ad spending is expected to grow 1,5% in 2007, but online ad spending will grow up to 22% in 2007.

Nowadays there are also a lot of video ads online to be viewed. A couple of years ago there were only banners or pages. The irst attempt at online video advertising was attaching a TV ad to the front of a video clip. But the industry soon recognized that it didn’t work for online clips because the ads where often longer than the clip itself. Marketeers are now shifting to ads that are especially made for an online audience. Like a 15 second spot or an ad that appears at the bottom of a screen and can be clicked on.User-generated video can’t generate a lot of advertising dollars. But to get the ad-friendly clips they want, video sites realize that they should give something in return. Some video sharing sites came up with something that will appeal to viewers and that marketeers will like. They attach ads to videos they have inspected and then share the profit with the video maker.

Those sound like encouraging words for the internet industry, but publishers still think the traditional media are very important in the advertising world. Results from analysts show that internet has a great future in online advertising. But in most cases there won’t be an either-or proposal. A mix of traditional media can be fare more effective than using only online advertising.

Weblog Article Peer Review Form B – Second Review

Writer’s Name M. Glas

Assessor’s name J. De Groot

Date 10-10-2007

Rating Scale: 1 = Yes 2 = Somewhat 3 = No

Rate the article by giving a 1, 2 or 3 for each question. Read the article once to get

a general idea of what it is about, then read it a second time to rate it.

1. Is the topic interesting? 1

2. Is the title original and appropriate?1

3. Is the introduction complete? 1

4. Is the body of your article complete?1

5. Is the conclusion well-developed?1

6. Is the article well-organized overall? 1

7. Is the article easy to understand? 1

8. Is the article interesting to read? 1

9. Has any plagiarised material been removed? 1 ( there was no plagiarized material)

Do you feel that the writer has improved the article? Why or why not? Be specific.

-Yes, he changed the title of the article

Has the writer changed the article adequately according to your suggestions for

improvement of your first assessment? Describe the changes and state specifically

whether you think they are an improvement.

-Yes, because he changed the title, the article is now more attractive to read.

Are you happy to have this article on your weblog? Why or why not? Be specific.

-Yes, because is easy to read and a good subject for the O’Neill project.

Mobile marketing and other great advertising ideas!

The marketing for mobile phones is growing. More and more content is available on the mobile platform. Since almost every modern mobile phone is capable to run applications, movies, and games, it’s becoming very attractive for the business market to advertise on this media.

Let’s come up with the idea right away. The O’Neill TV clips which are located on their website right now are not very popular under the target group women (ages 17-20). However the core group (die-hard surfers) are familiar with the video content on the website, so that should be no problem. Since it’s our mission to attract the target group of women as I describes above, we came up with an idea for mobile video distribution.

The idea

The situation right now is that you can watch O’Neill videos on the website. These videos contains images of the coolest O’Neill surfers from the O’Neill surf and snowboard team. And are very popular under the website visitors of O’Neill.com. But for us it’s not enough. We want to reach a larger group, The women group. The way we want to realise this is to distribute the video’s on the mobile phone platform so you can easily watch them on your mobile phone.

Ok, But how does it work?

It’s very simple. We want to add an extra button next to the television window on the website where you can watch the internet clip. The extra button is called “Send To Phone”. When you hit this button. You will be automatically re-directed to a form where you can fill in your mobile phone number. When your number has been sent over to O’Neill, You’ll get an MMS message on your phone (Note: Your phone must support MMS, the multimedia alternative for SMS) with the video you saw in the television window on the O’Neill website. It’s up to you to share the video with your friends by Bluetooth. I personally hope the O’Neill video clips are going to be virals.

Other distribution ways.

After research we’ve found out that Youtube.com videos are very popular under the women target group. They add them as a gadget on their Hyves profile, or to use them on their weblog. I guess it’s a logical option to also release these O’Neill TV clips on youtube.com to reach more people. The benefit is that people get to know the brand O’Neill by this way.

That’s about it for this week. You’ll be the first to know if there are changes in the O’neill development.

M. Glas

Group profile

We are group CV202a1. Our group consists four people. All four of us study at the Hogeschool van Amsterdam in the Netherlands. We are all students of the Advertising, Media and Communication academy. For the English course we got the assignment to create a webblog.

The O’Neill project

O’Neill is a strong brand to hard-core surfers and hard-core snowboarders. The only thing O’Neill is missing is the connection with girls in the age of 17-20. The current buyers are especially men and older than 25 years. To commit also this group to O’Neill they want us to create a campaign that will appeal to this target group. Nevertheless, without losing the current target group and the hardcore-boarders.

It’s becoming more difficult to reach young persons through traditional media. In the past few years it turned out that the response to actions on MTV are increasing. O’Neill as well as the competitors are focussing on new media like game-advertising and actions through mobile phones. O’Neill also has it’s own TV channel; O’Neill TV. However, O’Neill doesn’t know if this medium appeals to girls and women.

The assignment is to make a marketing communication plan with a proposal for an advertising campaign for the summer collection of O’Neill. The target group we should focus on is girls in the age of 17-20. O’Neill TV has to be a part of the advertising campaign. Also try to take up things that are considered ‘cool’ among the target group. The structure of our rapport should be like a marketing communication plan.