PersCom

Jones, M. O’Connor, D., Schwartz, J., Johnston, D., French, D. & de Bruin, M. (2012). Opportunities and challenges in real time data capture: Methods in Health Psychology Symposium II. The European Health Psychologist. 14(4), 93-99.

dieke — Fri, 21 Dec 2012 09:48:58 +0000

de Bruin, M. & Johnston, M. (2012). Methods in health psychology: How do we know what we really know? The European Health Psychologist. 14(4), 107-112.

dieke — Fri, 21 Sep 2012 09:46:31 +0000

De Bakker, S., Van den Boom, S., Kerkhof, P. & Luit, P. (2011). Help, ze willen vrienden worden. Heemstede (NL): Customer Media Council.

dieke — Fri, 21 Oct 2011 10:05:25 +0000

Master’s thesis

dieke — Mon, 29 Aug 2011 12:29:54 +0000

The master’s thesis at the Graduate School of Communication is a “Graduation Project” (18 ECTS) that consists of three phases whereby students can chose from various themes. After having chosen one of the themes, master’s thesis can start. The first phase takes place during the 1st semester of the Master’s program, and consists of 3 ‘thesis preparation group’ meetings. During these thesis preparation group meetings, groups of ca. 20 students from the same specialization meet under the supervision of a senior lecturer from the corresponding program group. The pre-thesis meetings result in an individual thesis proposal. Students who passed this phase, are assigned an individual thesis supervisor, and this occurs during Block III of the master’s program. The second phase takes place during Blok 1 of the 2nd semester, where students further develop their thesis proposal under the guidance of the individual supervisor into a ‘final thesis outline’. The third phase takes place during Blok 2 and 3 of one’s second semester of the master program, and consists of individual supervision towards the eventual master’s thesis. Students initially further develop their thesis proposal under the guidance of the individual supervisor, and then continue into the conduct and completion of the master’s thesis research.

Aims: The Graduation project in the master’s program unites a training process with a critical test of qualifications. The Graduation project is an essential part of training where the student is being guided and supervised in the conduct, analysis, and reporting of a academic empirical study. Also, it is the rounding up of the academic program and thereby a test of the student’s academic capabilities in the conduct of academic research in all its facets and ability to critically reflect thereupon.

Kerkhof, P. (2011). Van customer media naar content marketing. In: S. de Bakker, S. van den Boom, P. Kerkhof & P. Luit (Eds.), Help, ze willen vrienden worden, p. 17-25. Heemstede (NL): Customer Media Council.

dieke — Sun, 21 Aug 2011 09:58:15 +0000

Contact

dieke — Thu, 21 Jul 2011 08:46:04 +0000

Address: Kloveniersburgwal 48, 1012CX, Amsterdam, the Netherlands
For information about the website, please contact perscom.redactie@gmail.com
For information about the program, please contact Julia C. M. van Weert

Applications of psychological and communication models on effects on relevant persuasive message outcomes

dieke — Mon, 11 Jul 2011 12:15:47 +0000

Within this theme, students can do research in which a wide range of psychological models and communication theories are applied to study effects on relevant persuasive message outcomes. More recent theoretical advancements, such as the role of automaticity and affect in behavioral choices, are encouraged to be used. Methodological options in this theme are survey methods, experimental designs and implicit measurements. Although not a strict requirement, students who are interested in this theme should have a keen interest in behaviors that can be applied to enhance public health.

Branded content

dieke — Mon, 11 Jul 2011 12:10:37 +0000

Advertising is increasingly integrated into editorial media content (games, television programs, movies, mobile content, etc.), a phenomenon called branded content. Although there is a growing body of literature on the effects of branded content a few aspects remain largely unstudied that would be interesting to investigate in a master’s thesis.

1) What is the effect of a combination of branded content and traditional commercials on recall and brand attitudes?
2) How do individual characteristics such as need for cognition, involvement, age, mood, et cetera moderate the effect of recently introduced warnings for branded content (e.g. in the Dutch series GTST there is a warning ‘this program contains product placement’)?
3) What are the effects of social advergames (i.e. advergames played and forwarded within social network sites)?

Branded content in social media

dieke — Mon, 11 Jul 2011 12:05:10 +0000

Companies are moving more and more towards a marketing mix in which combinations of owned media (e.g., a website, online community or sponsored magazine) and earned (or social) media play an important role.

1) The question is how branded content and social media interact. How do retweets and Facebook likes help to lend credibility to branded content?
2) The motives to participate in branded online communities.
3) What people find acceptable social media behavior of brands: when (and why) do people give brands access to their Facebook network, to their tweets, etc.
4) What role do owned media (e.g., sponsored magazines) play in customer knowledge and customer education? And does feeling educated add to trust in a brand?

Commercial Communication of Medical Products & Services

dieke — Mon, 11 Jul 2011 12:00:47 +0000

The commercial communication of medical products or services has been a virtually unknown practice in the Netherlands and Europe for a number of decades. Times however are changing, and pressures on changing the existing regulations in this area are high. This phenomenon begs a range of questions concerning the production of commercial communication for medical products or services (e.g.: which factors can predict doctors’ or hospitals’ attitude towards advertising their services?; How do marketing departments at private vs. public hospitals shape their external communication?, etc.), as well as concerning the audience reception of commercial communication for medical products or services. Where the reception of commercial communication for medical products or services is concerned, master’s thesis studies can focus on the intended effects. That is, on the effects targeted by the marketeers, such as audience’s attitudes towards the brand, or product/service, purchase intentions, purchase behavior, etc. Also, studies can focus on the unintended effects. The latter concerns the possible impact of commercial communication for medical products on effects not directly intended by the marketeers. For instance, master’s thesis studies can focus on the question to which extent advertisements for medical drugs impact upon people’s image of the associated disease (e.g., Do Viagra advertisements change perceptions concerning erection problems as a taboo topic?) or upon people’s self-perceptions (e.g., Do advertisements for antidepressant medication increase people’s self-categorization of being depressed?”).