Responses to advertising campaigns

Responses to advertising campaigns

This advert is a positive advert because it is suggesting instead of being annoyed that you have had 140 calories, that you look on the brighter side by saying their are happy calories. This is effective because it is positive media and it promotes Coca Cola as a happy company which can increase sales and revenue for the company. The advert is purely trying to imply that the fewer calories you consume the happier you will be - so by drinking coke, it will boost your mood and make you feelgood because its a low calorie beverage, despite the high sugar content. 

whereas on the other hand, this is a negative advert for Think! and it is about how she was on the phone with her husband while he was driving therefore it lead to his death because he crashed. This is a negative advert because it is directly blaming the wife for the husbands death and it is suggesting that if he just waited, left the phone call to ring and concentrated on his driving or waited till he got home then her husband will not be dead. The message for this advert is to not call someone while they are driving. 

This apply's to my interview and research because if i want to reflect my review in a positive light then I will use a positive advert but if I want it in a negative light then I will use a negative advert. you can also use effects such as juxtaposition with certain themes or have a plot twist effect, for example: starting with a happy tone and it ending on a negative note or visa versa. 

Responses to news coverage

Responses to news coverage

The current news coverage about the construction at the Archbishop's weekend residence contains a number of misrepresentations. In addition, comments from readers that have appeared along with these news stories also contain numerous errors and mistakes.

To begin with, the Archdiocese has not maintained a residence for the Archbishop in the Llewellyn Park area of West Orange for decades. The last Archbishop to live in that house was Archbishop Boland, who retired in 1974. That house was sold decades ago. It is also important to know that Archbishop Myers' principal residence has always been the rectory of the Cathedral Basilica, where he lives in community with four other priests. Like Archbishop Myers, both Archbishop Gerety and Cardinal McCarrick used the Cathedral Basilica rectory as their principal residence. Both had also maintained weekend residences as well.

The current weekend residence and future retirement home of Archbishop Myers was purchased in 2002 with funds from the sale of a prior residence at the Jersey Shore that had been donated to the Archdiocese more than 20 years ago. The planned construction is being paid for by donations from individuals specifically given for this purpose, and through the sale of other residential properties that the Archdiocese owns but does not need. The sale of these properties is expected to not only pay for the construction, but also to return funds to the Archdiocese for other ministry uses. No parishioner funds or Archbishop's Annual Appeal contributions are being used on this project. Similarly, no convents, schools or other Archdiocesan buildings are being sold to provide funding for this project. The Archdiocese does pay real estate taxes on this property.

It is also important to know that in recent years the Archdiocese of Newark, both directly and through subsidies by parishes, has provided some $15 million annually to maintain Catholic schools within the Archdiocese. Under the Lighting the Way strategic plan, the Archdiocese will continue to provide substantial financial support to Catholic elementary schools, and also will devote more resources toward marketing and enrollment services -- two areas that many individual schools have not been able to master on their own.

Support for Catholic Charities and other outreach ministries continues to be provided through the Archbishop's Annual Appeal, and remains a key commitment to serving the needs of people, regardless of their religion.

This shows just how popular the story really is online and also showing how many were from the USA, UK and globally we viewing and interested to talk about it. It is a tricky subject sometimes for people when religion is the topic because some have very biased views on it but there was far more uproar on the internet than people thought and this is what makes the internet such a popular platform base for almost everything these days.

Fanzine website

Fanzine website

What is Fanzine?

A Fanzine (blend of fan and magazine or -zine) is a nonprofessional and nonofficial publication produced by fans of a particular cultural phenomenon (such as a literary or musical genre) for the pleasure of others who share their interest.

How could  site such as Fanzine help promote a short film to a large audience?

A fanzine is defined as a magazine, usually produced by amateurs, for fans of a particular performer, group, or form of entertainment. Fanzines help build larger audiences for short films because they are not advertised as much as feature length films. For example if you visit your local cinema you will see films like James Bond and the Hunger Games being advertised but it is very rare that you will see a short film advertised. This is because short films only attract a certain genre of people. This is effective because fanzines can advertise their short films to a small group of people who are interested in watching a short film. A second reason is that it is created by fans so it will review all the good films not just ones made by a particular company. For example a film review made by a company may review the film as bad just because it was created by a rival company. This is effective because it creates bad publicity for the producer of the short film.

Examples of Fanzines 
Uncanny- http://uncannymagazine.com/article/short-list-ten-best-science-fiction-fantasy-shorts-web/
Vague- http://tomvague.co.uk
The End- http://the-end-fanzine.blogspot.co.uk



Book
https://books.google.co.uk/books?hl=en&lr=&id=6aRhCQAAQBAJ&oi=fnd&pg=PT11&dq=the+routledge+companion+to+alternative+and+community+media&ots=-vLFTR_Fhn&sig=P2F6E-xsIxEAhlrXqhUuDT2AeZ4#v=onepage&q=the%20routledge%20companion%20to%20alternative%20and%20community%20media&f=false

Audience research

Audience data:
Produces capture audience data to help them improve their products and create successful marketing.
short film can use the audience data to improve their film with the audience data  they collect and improve the quality of the film.

advantages of audience data:
The benefit of audience research is that it will assure that your campaign will respond directly to your target audience and that the most productive campaign will be implemented; that it will be focused, on target and above all, motivating.  Audience research will allow you to understand—and  in some cases, confirm—people’s attitudes, information needs and to test potential communications messages.  It is often impossible to accomplish these things without at least some demand-side feedback.


Audience profiling:
Audience profiling is a task all media institutions need to perform when creating a new product to launch into the market, be it a film, magazine, album, website etc.
when defining an audience. The factors which must be included are:
Age, gender, race  and sexuality
Education
Occupation
Annual income
Disposable income
Current lifestyle / aspiration
media interests


Demographics:
statistical data relating to the population and particular groups within it.

advantages of demographics:


Geodemographics

Consumer behaviour

Consumer attitudes

Audience awareness

data gathering agencies

Data gathering agencies are a method of ordering consumption of products in the TV industry. Barb is for TV and though Barb you can find the most popular film/ programme of the week, the time it was aired, how many people watched it and how long it went on for.

 BARB is an acronym for Broadcasters' Audience Research Board.

What is BARB?

BARB was set up in 1981 to provide the industry standard television audience measurement service for broadcasters and the advertising industry. BARB is owned by BBC, ITV, Channel 4, Channel 5, BSkyB and the IPA (Institute of Practitioners in Advertising) and is a not for profit company limited by guarantee.

BARB commissions research companies to provide the services that our users want, including the production of audience viewing figures. The audience measurement contracts are held by the following companies - RSMB, Ipsos MORI and Kantar Media (formerly known as TNS).

Most popular programme's w/e January 3rd:

SHERLOCK > time (FRI 21:04) > views 11,643

NEW YEARS EVE FIREWORKS > time (FRI 21:04) >views 11,479

EASTENDERS > time (FRI 20:02) > views 9,397

WAR AND PEACE> time (SUN 21:00) > views 8,415

EASTENDERS > time (FRI 18:30) >views 8,024 

Sherlock holmes had the highest amount of views. It was aired at 21:04 pm, which is just after watershed, where mainly adults watch TV, once the children are in bed. some 

Box office is for films and it is another way to find the numbers of views 

Box office figures

Box office figures

Haunted Castle-(2001) 5.2 Rating. 

Box office figures-
Opening Weekend: $31,000
Gross: $13,651,656

Cyberworld-(2000) 6.6 Rating.

Box office figures-
Opening Weekend: $278,199
Gross: $11,243,622

America-(2014) 5.7 Rating

Box office figures-
opening weekend: $38,608
Gross: $14,440,708

Summary: 
The one thing i noticed with these short films were that the shorter the budget the higher it was rated on IMDb. This is effective because it proves that if the budget is cheaper then the better the short film is. The advantage of this source is that it really shows how good the film is. The disadvantage is that this source can be unreliable, for example a short film could have a rating of 8 but it was only reviewed by 12 people then i is unreliable because most people haven't seen it. 

Self generated research

Self generated research

what is self generated research?
made without the aid of an external agent; produced spontaneously. something self made, ideas originating from yourself not gathered or collected from any other source.

what are the advantages of self generated research?
The advantages are the information sourced is completely authentic. there is a uniqueness to your work as it is collected in the way you approach it and deal with, which is what makes it different and original, rather than copying or using any other source for information. 
The research you collect is current and up to date, new and trust-worthy. You can tailor it to your own preferences and can self validate it. 
You would have first hand information, from yourself, which is the most solid and safest way to collect information.

How is self generated research applicable in the making of a short film?
In the making of a short film, self generated information is applicable because you are going out, generating your own information, seeing things first hand and you are there with your emotions, digging out evidence and facts on your own which makes it a totally unique, valid, ultimately reliable source of information.

The research you would collect for your short film would give you an advantage for when/ if you go on to interview, write-up, or document your information, you know where it has come from, who it has come from, how it was collected/ gathered, why it is relevant to the production of your short film and what it will be used for.

Application

When you are at the stage of distributing your short film you need to conduct your own research to enable you the best chance of having your commissioners fund the release/distribution of your short film.
If you come without any self generated research, you will fall short of having your film distributed. you wouldn't have any facts of figures to support your request, dates or location specifications or budget figures, which doesn't show your commissioner you are organised of have any background information on what you are trying to achieve. 

Game reviews

Game reviews

What are game reviews?

The definition of a review is an examination, report, survey or evaluation. An example of review is a supervisor evaluating an employee's performance as a reason to give a salary increase. They would apply this exact definition to games just like they do with films and it would give a large or popular company to review them an decide upon a recommendation or not as well as an audience being either pushed to buy the game depending on what the reviews and real customers have to say. 

Another definition may be 'Video game journalism', which is a branch of journalism concerned with the reporting and discussion of video games. It is typically based on a core reveal/preview/review cycle.

An example of a Game reviews site is http://www.gamespot.com/

(As shows in image below) They have an array of games reviews available on their website which allows you to see the reviews and leave reviews as well. They also have a search engine tool on their site which also allows you to search for a particular game and see the reviews so for example if the new Call of Duty came came out, before you buy it you could visit a site such as this and type it in and see exactly what people are saying about it before you make the commitment to buy it. 

Programme ratings

Programme rating definition 

A classification or ranking of someone or something based on a comparative assessment of their quality, standard, or performance.

Television content rating systems are systems for evaluating the content and reporting the suitability of television programs for children, teenagers, or adults. Many countries have their own television rating system and countries' rating processes vary by local priorities. Programs are rated by the organization that manages the system, the broadcaster, or the content producers.

A rating is usually set for each individual episode of a television series. The rating can change per episode, network, rerun, and country. As such, program ratings are usually not meaningful unless when and where the rating is used is mentioned.

Readership circulation figures

Circulation figures

what are Circulation figures?

For example, a newspaper's circulation is the number of copies it distributes on an average day.Circulation is one of the principal factors used to set advertising rates. Circulation is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the reader. An example of a free newspaper is the DailyExpress which is free and widely available in the UK. 

An example of what circulation figures may look like:

Figures shown are average circulations for January of each year. Only newspapers with circulations of more than 100,000 copies per day in January 2012 are listed. Regardless of immediate source, all figures originate from the Audit Bureau of Circulations.

As we can see from the table above, the DailyExpress's circulation figures reach up to 408,700. 

Circulation figures will be important in the distribution of my film because that way i can see and kow exactly how many people have purchased, used or seen my product and know the numbers based on how many i will make to how many that i will distribute. 

Periodical Periodical, newspaper,film archives, photo libraries, world-wide-web, searching internet forums, CD rom databases, audio material, ratings, circulation figures, governments statistics

Periodical, newspaper, film archives, photo libraries, world-wide-web, searching internet forums, CD rom databases, audio material, ratings, circulation figures, government’s statistics

      Periodicals:

Magazine, newspaper, or other journal that is especially on a serious subject, that is published regularly recurring intervals. Individuals who are keen on a certain thing use periodicals so they can get regular updated information on it.

·       Newspaper:

A printed distribution (typically issued every day or weekly) comprising of doubled loose sheets that is filled with news, articles, advertisements, and correspondence. The purpose of reading newspapers is to inform people with things that is happening all around the world daily/weekly.

·       Film archives:

It’s a selection of films that have been kept (preserved) because of their historical/cultural interest. The purpose of a film archive is so that films/footage that has a value for it are kept safe for a long time. This is also another method of keeping films safe and reserved.

·       Photo libraries:

It’s a collection or archive of photographs that is held by a particular company or institute; newspapers or publishers who pay photographers in their publications. It’s so that important photographs can be secured and kept safely.

·       Worldwide web:

It’s a system of internet servers that help support specially formatted documents. Documents are formatted in a mark-up language called html (hypertext mark-up language) that supports links to other documents, as well as graphics, audio, and video files. Meaning that you can go from one document to another simply but clicking on hot spots. However, not all internet servers are part of the World Wide Web. The purpose of World Wide Web is so that people around the world would have to freedom to connect with each other.

·       searching internet forums:

Internet forum, or message broad, is an online site where people can have conversations or share information and opinions on a particular topic in the form of posted messages. They are different to chat rooms as the messages are often longer than one line of text, and are at least temporarily archived. It typically takes place on a website that is solely meant for that particularly subject/topic/discussion. It is used so that individuals can find out about a particular information and can talk about it more for more suggestions.

·       Cd rom databases:

CD-ROMs (compact disc, read-only-memory) is an adaptation of the cd that is designed to store computer data in the form of text and graphics, as well as hi-fi stereo sound. cd rom databases are used as you can save data on a device that is portable and can be read by most machines, such as, computers/laptops. Their purpose is to store computer data in the form of text and graphics, as well as hi-fi stereo sound. The original data format standard was defined by Philips and Sony in the 1983 Yellow Book. Other standards are used in conjunction with it to define directory and file structures.

·       Audio material:

Non-paper educational or promotional such as cassettes, cds, dvds, videotape, etc. this is very effective as they are really easy to activate and also contains lot of information that is very useful for educational purpose. This wouldn’t consume time or money. This really goes for individuals who love to read but don’t have the time to read, meaning that they can listening to it on the go.

·       Ratings:

A classification or ranking of someone or something based on a comparative assessment of their quality, standard, or performance. It is very helpful as it allows me to comprehend what individuals think and would rate the movies and it would give me an insight of what and how the film might turn out to be and also the quality of the film. 

·       Circulation figures:

A newspaper's circulation is the number of copies it distributes on an average day. Circulation is one of the principal factors used to set advertising rates. Circulation is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the reader. It would consume less time and money as it would tell you how popular something is without any further research.

·       Government statistics:

Official statistics are statistics published by government agencies or other public bodies such as international organisations. Government stats are typically reliable sources that provide quantitative and qualitative information, on topics such as economic, social development, living conditions, health, education, and the environment.

Reference:

·        beal, v. (n.d.). what is the web (world wide web)? webopedia definition. [online] webopedia.com. available at: http://www.webopedia.com/term/w/world_wide_web.html [accessed 25 may 2016].

·         businessdictionary.com. (2016). audiovisual material. [online] available at: http://www.businessdictionary.com/definition/audiovisual-material.html [accessed 25 may 2016].

·         wikipedia.org. (2016). official statistics. [online] available at: https://www.google.co.uk/#safe=strict&q=define+government+statistics [accessed 25 may 2016].

Types of research: Discussion

Discussion

The purpose of the discussion is to interpret and describe the significance of your findings in light of what was already known about the research problem being investigated, and to explain any new understanding or insights about the problem after you've taken the findings into consideration. The discussion will always connect to the introduction by way of the research questions or hypotheses you posed and the literature you reviewed, but it does not simply repeat or rearrange the introduction; the discussion should always explain how your study has moved the reader's understanding of the research problem forward from where you left them at the end of the introduction.

Key things about hosting a discussion as a means of research:

1. Most effectively demonstrates your ability as a researcher to think critically about an issue, to develop creative solutions to problems based upon a logical synthesis of the findings, and to formulate a deeper, more profound understanding of the research problem under investigation.
2. Present the underlying meaning of your research, note possible implications in other areas of study, and explore possible improvements that can be made in order to further develop the concerns of your research.
3. Highlight the importance of your study and how it may be able to contribute to and/or help fill existing gaps in the field. If appropriate, the discussion section is also where you state how the findings from your study revealed new gaps in the literature that had not been previously exposed or adequately described.
4. Engage the reader in thinking critically about issues based upon an evidence-based interpretation of findings; it is not governed strictly by objective reporting of information.

production resarch

 Production research

Content -

 Find gaps in the market and test the competition. This way you are able to see where the gaps are and fill them with your own innovative ideas. This is a good form of calculating what you need to do and potentially how much you need to spend in order to provide for your customers/ consumers.

Viability -

Is it financially viable and am i going to make any profit from it. The purpose of this is to find out all the pros and the cons in your project and find out if it is financially viable – this includes:

Placement media -

Product placement, get my brand seen by high numbers - I will pay the production team money and I receive celeb endorsement

Costs -

Researching the average costs for talent, crew, pre-Production and post production and aiming to get the best price - comparing between other companies to see the costs

Finance -

 Researching the different finance options such as crowdfunding, private investment, government schemes, charity, lottery money etc.

Technological resources -

Researching the best equipment which is cost effective for production and post production

Resources -

 Hardware is utilized for editing films. Software is the programs that permits you to edit and also use different programs. However, this effects when producing short films as the editor might not have access to a high resolution computer. The software can be planted on various machines preventing them from spending money. The equipment would have to be either bought or hired, that is only if you are an independent producer. This would consume to time to research. Furthermore, in some cases you would need more than one editor meaning that you would need a group license.

Sound and video contents will require the utilization of different sorts of recording and editing software. A scope of equipment and programming choices are accessible for print and multimedia production.

Notwithstanding, on the off chance that you were filling in as an independent producer your equipment would have to be bought or hired for the span of the production procedure. Meaning that you must research and find out how much it will cost ahead of time during the budgeting stage.

Personnel –

Research the people whom I require - the purpose of it is making sure that you get the best person for the job for the best price

Locations –

Contingency plans just in case anything falls apart, make sure that its local for you so that you don’t have to pay for travel expenses for you and your crew. Location recce are also part of the process to ensure that sound and lighting are suited to the genre.

Genre –

Making sure that the location and everything else fits within the genre of my film.

The purpose and nature of primary research methods - advantages of primary research

Advantages and disadvantages of primary research

Primary research is any type of research that you go out and collect yourself. Examples include surveys, interviews, observations, and ethnographic research. A good researcher knows how to use both primary and secondary sources in her writing and to integrate them in a cohesive fashion.

Advantages of Primary Market Research

1) Targeted Issues are addressed. The organization asking for the research has the complete control on the process and the research is streamlines as far as its objectives and scope is concerned. Researching company can be asked to concentrate their efforts to find data regarding specific market rather than concentration on mass market.

2) Recency of Data. Usually secondary data is not so recent and it may not be specific to the place or situation marketer is targeting. The researcher can use the irrelevant seeming information for knowing trends or may be able to find some relation with the current scenario. Thus primary data becomes a more accurate tool since we can use data which is useful for us.

3) Proprietary Issues. Collector of primary data is the owner of that information and he need not share it with other companies and competitors. This gives an edge over competitors replying on secondary data.

Penna has conveyed all the advantages of primary research and given a clear understanding of the benefits or conducting primary research. she also mentioned Data interpretation is better. This is because the collected data can be examined and interpreted by the marketers depending on their needs rather than relying on the interpretation made by collectors of secondary data.

Disadvantages of Primary Market Research

1) High Cost. Collecting data using primary research is a costly proposition as marketer has to be involved throughout and has to design everything (Penna 2012). Depending on how the data will be produced, it costs can easily increase. for example, if the data needs to be printed then a minimum of 10 sheets will be printed at around £1 each.

2) Time Consuming. Because of exhaustive nature of the exercise, the time required to do research accurately is very long as compared to secondary data, which can be collected in much lesser time duration.

3) Expired Information. the information you collect may be outdated. It may originate from a particular age group whom the proportion of answers were higher on and this could give you old fashioned, slightly old answers.

4) Inaccurate Feed-backs. In case the research involves taking feedback's from the targeted audience, there are high chances that feedback given is not correct. Feedback's by their basic nature are usually biased or given just for the sake of it.

5) More number of resources are required. Leaving aside cost and time, other resources like human resources and materials too are needed in larger quantity to do surveys and data collection.

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references 

http://www.ianswer4u.com/2012/02/primary-research-advantages-and.html


 http://www.google.com/search?q=what+is+primary+research&safe=active&client=safari&rls=en&prmd=ivnsb&source=lnms&sa=X&ved=0ahUKEwiLx_rRlqTKAhXKVxQKHds5CCoQ_AUIBA&surl=1

Purpose of research - Market research

Market Research

Product market:

Product markets cover the merchandise and services that individuals and organisations offer and purchase; for instance, food from supermarkets, stationery supplies for an administration office, or loads of extra car parts for a garage. They additionally support the entry of new companies with new items or brands to bring onto the business, and enhance the incentives for all organizations to originate and make new merchandise or services.

Competition:

Stronger competition also makes resource distribution more effective and builds the motivating forces for companies to enhance their keenness, general motivation and productivity. In addition, it assist’s them by boosting a more extensive decision of suppliers and distributors and by guaranteeing that they can purchase their crude materials at lower expenses.

Competitor analysis:

Strategic technique is utilized to assess outside contenders/competitors. The study looks to recognize weaknesses and qualities (strengths) that a company’s rivals might have, and apply that data to enhance the work put it inside the company. A compelling investigation will first acquire essential data from contenders, after that data forecast how the contender will respond in specific circumstances. This can also help find out which effective methods a company may use and may be adopted by other companies as a means of improvement.

Advertising placement:

Advertising placements usually start through the understanding between a product manufacturer and the media organisation in which the media company gets financial advantages. An organisation will regularly pay an expense to have their product utilized, exhibited, or essentially included in a motion picture or show. A type of advertising (generally not including ads) in which branded products and services are detectable within a drama production with sizeable audiences. This empowers the audience to add to a more grounded link with the brand and gives reason to their buy choice.

Advertising effects:

Advertising effects relates to how well a company’s promoting (advertising) finishes as planned. Many companies use a wide range of statistics or metrics to measure their promoting effectiveness. These estimations can be utilized for a wide range of promoting, including TV, radio, direct mail, Internet and even billboard advertising. An organization's advertising effect normally rises after some time with numerous messages or exposures. In any case, certain advertising purposes can be acknowledged very quickly. Once a company has reached its peak it may also receive celebrity endorsements or sponsors from other companies. 

Purpose of research - audience research

Purposes of Research - Audience Research

Audience data:

Producers seize audience data in order to offer them some assistance with improving their items/products and make effective marketing. This is appropriate to short film as they can utilise audience information as a route for marketing for instance, five star appraisals. Depending on their audience data which they collate, they can alter their service and improve it based on trends or what consumers are most into.

Audience Profiling:

Audience profiling is when you discover the right profile of your group of your audience previously. This permits you to get over your message to the right individuals for the best results. Classifications can include that of age, sex, educational qualification, work experience, financial background, interests, state of mind and so forth. It's extremely in depth and supports more particular data effectively for the best results.

Demographics:

Demographics are studies in view of the qualities (characteristics) of human populaces and populace segments. These are critical in terms of audience research as they permit clearer proof (ID) of consumer markets. They demonstrate developing populace inside businesses and different organisations however demographics are marginally distinctive. Almost every area has its own set of demographics and this is because certain locations have different activities or attractions which means it would invite a potential certain kind of audience and carry a particular reputation.

Geodemographic:

Geodemographic are a type of study that is usually utilized as a part of business, social research and community policy making geodemographics a solid decision in the area of audience research. They have resemblances with demographics however slight contrasts also. With the way that geodemographics are mainly base on human populace regarding space and area/location and not in general.

Consumer Behaviour:

Consumer behaviour is the investigation of how individual clients / consumers, gatherings or associations select, purchase, utilize, and dispose thoughts, merchandise, and services to fulfil their requirements and needs. It alludes to the activities of the consumers in the marketplace and the hidden thought processes in those activities. Depending on how consumers behave, you are then able to alter your product or service towards their requirements and/ or needs.

Consumer Attitudes:

Consumers’ are persons who purchases goods and services for personal use and are people with preferences and distastes. At the point when the individuals in a specific gathering feel somehow around an item, service, entity, individual (person), place or thing, it is said to be a summed up customer state of mind that could influence the marketing of that individual, item or entity in positive or negative ways. Marketers endeavour to impact consumer demeanours, and understanding the overall mentality is the initial step to transforming if be necessary. This way from the way in which a consumer responds, they are able to act accordingly to improve their brand/ product.

Audience Awareness:

Audience awareness is knowing your audience - whether they be readers or listeners - who will offer you some assistance with determining what data to incorporate into an archive or presentation, and additionally how to pass on it most efficiently and effectively.