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Hi, some people asked how to comment. If you look above at the bookmark, you should see the Comment option. Sometimes the "add Sticky Note" option will also float around other comments and then you can use it.

We'll discuss this article in class, but let's share some thoughts here as well. When you post, you may post a new question or comment or you may reply to someone else. Whichever you do, your posts should be substantive ('cool! nice info' is not substantive). I'll get us started: what roles were played by agency employees in the development of a pitch like this?

This article has some really good ideas on how to grasp the audiences attention and to keep them tuning in week after week. However, Bonanza is going up against some of the top leading television shows across the nation, especially Dancing with the Stars. These shows may not be as audience interactive as the ideas from the producers of the show, Bananza, but they are high ranking and they bring in quite a large amount of voters each week. I don't know when their ideas were launched exactly, the article is dated for 2009, and I know that I view YouTube frequently and have never seen one of their advertisements that were listed in the article. I think that they have a really good campaign going, but I'm not sure that when and if they launched these ideas, they followed the path that they were hoping for it go go because I surely haven't seen any trailers for the show!

Chelsea, you are right. It didn't launch. I still wanted you to see the "pitch" because usually we only see campaigns and not the plan that was presented to get the business. Good ideas!

I agree with Chelsea that this article does have a lot of good ideas on how to catch the audience's attention. Especially with the target audience being a generation that did not grow up watching the original show, the audience needs to be given a reason to start watching this come-back show. I think some people might get annoyed with all of the ads that move across the screen like we talked about in class, but it definitely draws attention for the show, and might spark enough interest for the audience to remain seated after watching 90210 to see what the show is actually about. I know if I saw continuous ads for a new show that may be of interest to me that aired right after one of the shows I watched, I would be very likely to at least watch the first few minutes to see if I liked it.

The idea behind this show is very interesting. Unlike other audience engaging television shows this remake of Bonanza's direct story line would be effected by the audience. The storyline for each viewer would conform to their likes and interests. The majority of other audience influenced shows are more reality television and do not have a written script or story line. This show being the first of its kind has a first mover advantage into this new market. Having to compete with dancing with the stars and other shows like that would not be easy. This show was pitched accordingly and if I ran across it on T.V. then i would watch at least for a moment.

When reading this article I thought to myself that this idea of bringing back the show bonanza could be a huge it in the entertainment industry. The show might bring back its followers from when bonanza was first aired, but their main target of people I think they are trying to attract are men and women from the ages of 16-25. I say this for a few reasons; 1, they are putting this show on a predominantly teen channel, right after a predominantly teen show:90210. Also to spread the word about this new series they use all aspects of advertising that every young adults use (computer, magazine, cell phones, television). Plus bonanza is rearranging from just western violence that appeals to men, but more too a romantic love story, that draws in the women. I have no doubt in mind that this show will get noticed from all the ads they have put out, but the question is will it be a "good" kind of notice. Seeing ads everywhere will either get you excited for the series or just make the audience get annoyed. I think that the CW needs to make up a contest. For example during a commercial on the show 90210 it needs to state "First 10 people to long on to www.cwtelevision/bonanza.com and answers these questions correctly about the show that just aired will be awarded prizes" Do this the first week especially to get people to start watching, and who knows they might fall for the show, and not even worry about the prizes the following weeks.

Let my start my response with a question: Were there supposed to be discussion questions posted for response associated with this case study? The schedule says to read the case study then respond to questions, I didn't see any- did I miss something... I think the strategy of Rare Method group was the most striking part of the campaign. The article stated the strategy, reduced to a single word: access. In fact, the firm strategic foundation of the plan coupled with multiple outlets to allow fans unprecedented access produced an impressive campaign. This central focus helped the group develop a campaign that effectively accomplished the goals of the client and the goals of the firm. The CW wanted to retain real time viewing of the first episode which would drive engagement and provide value for advertisers. Drawing awareness and generating excitement through the construction of a firm fan base was of ultimate importance. The presentation of the campaign made it seem very oriented on the product mix, media outlets and message and based on thorough consumer research. All of the aspects of the client goals were directly linked to the strategy of the group: access. Make the premier accessible to the old fan base, new fan base and viewers in-between. I thought it was really cool that the group actually created a few tools of their own to engage potential viewers with the show in every way. Key demographics were reached through the vast channels the group utilized. Exclude no potential viewers though means of distribution rather include all participants and welcome them in any form. For example, they allowed people mediums to blog and chat about the show in real time, during the premier. The involvement of the cast and crew in viewer blogs was a great way to involve viewers and make them feel connected to the campaign. Podcast, face book and my space proved valuable social media access to reach all the desired demographics. Live interaction also allow

I agree with Matheson that the strategy Rare Method used was the core of the campaign. By engaging potential viewers through mobile devices, websites, magazines (cosmogirl.com) and t.v. they allowed their target group many opportunities to see the advertising for Bonanza. This achieves their strategy goal of reminding viewers to tune in to the premier. I thought that main website was a great choice for exposure. The website allowed viewers to engage in Bonanza by watching trailers, looking at cast bios and character profiles, and get involved in behind the scenes blogs. I also thought the casting was an important aspect of the campaign. Rare Method suggested using Heather Locklear, Chad Michael Murray, Jonah Hill and Ellen Page. Heather Locklear would appeal to the older age range of the target group most thirty year olds probably watched her on Melrose Place and would love to follow her on this show. Also, Chad Michael Murray is the handsome hunky guy that all the young girls will go crazy for, and probably watched him on One Tree Hill. Jonah Hill is the funny mans- man he would probably get a good following of men-who are watching the show with their family or girlfriend. And, Ellen Page appeals to a lot of young girls who have probably watched her movies. I think the broad range of actors makes the show appealing to their target market and I think this was a smart choice. I would probably watch the show just based on the actors because I have seen all of them act before and think they will create a dynamic show.

I thought this article was great because it explained every step that they took to promote this tv show. They had some really good ideas such as the iPhone application, I thought that was really smart to do considering their target market and todays society. It was also interesting to read how every method of advertising and the reasons why they used them, related so closely to their objectives. They seemed to have been very conscious to not steer of course and keep their target audience and objectives in mind the entire way. I think that if this was a real pitch it would have definitely landed, they did a great job.

Well let me start off by saying that as a child I was forced to watch Bonanza from both my mother and father and my grandfather, and as a child I genuinely hated the show. From my experience, Bonanza was boring and very long, and come in black and white and sometime was shown in a faded color. (Which my mother stronger disagree; saying that it was interesting back then, " It didn't matter if it came in black and white or in color, that's all we had, and besides the audience really just fell in love with the characters.") That surprised me because that exactly what their trying to do again, giving a new spin on the show, trying to connect with a newer generation on every social media an new technology possible and have them "fell in love with the characters." After reading about the relaunching that incorporated a digital campaign, I would actually be interested in watching the program again. Their strategy was very good, Access and Live interaction, are really what caught my attention. I never realize in how many outlet you could reach potential viewers, and have the viewer become a part of the program. Rare Method understood their challenge and most definitely took it to a higher level

I think one of the best ideas that Rare Method had in their advertisting pitch was to have a vote to include a scene with a guest star from another CW show. I personally have watched a televsion show for the mere fact that it was a "crossover" episode and would feature characters and storyline details from a show I regularly watch. By having a vote you potentially get fans of Smallville, Gossip Girl, and 90210 to tune in just for the chance to see their favorite star on Bonanza. Hopefully, for the network, after these viewers watch the pilot episode they will get hooked and continue to watch Bonanza on a weekly basis.

I loved all of the ideas for viewer interaction. Many people in the targeted age group have never heard of Bonanza or are unfamiliar with its content. Giving the viewer the ability to interact and make a direct impact on how the show is aired is an awesome idea. I have been drawn into viewing a show based on personal interaction. Last year I started watching Big Brother and I always viewed their website. It gave me the opportunity to decide what should happen on the next show, once I was even allowed to vote on what the losers should be able to eat. This kept me coming back week after week to vote and then view the show to see which things had won the main vote. However, when I was in England over the summer they also aired a British version of Big Brother. There was no chance to interact and the website was nothing but mere pictures and cast bios. I was disappointed at the lack of interaction and chose not to become a fan of it. The pitch by Rare Method was well thought out and had many ideas that would have helped Bonanza become a successful show.

This campaign for the launch of Bonanza was effective in several ways, but I believe that by targeting a large range of people, the show would be well watched and welcomed. The actors and actresses alone let the potential viewers see that people from different backgrounds and generations will enjoy the show based on the actors. The advertising and interactive features in the ads were engaging and made me want to know more simply because of the visuals that took over the screen. The website is engaging which makes people only want to dig deeper and deeper into the show. Blogging is something that attracts the target audience and by getting the actors involved in answering questions, makes the audience seem like the actors are excited about the show as well. If I see actors of television shows or movies who are genuinely excited about promoting their newest show or movie, I want to see that entertainment piece even more. Letting the viewers vote on guest stars is a great way to get the audience involved and make them want to watch the show and tune in to see if their number one vote made it. I would have watched the show based on the advertisements alone because they were interactive and effective in catching the attention of multiple audiences and potential viewers.

Students, your assignment this week is to read about 'Janey' before our speaker on Monday, attend the talk at 3:30 on Monday in Wright auditorium, and then discuss the materials and her talk here on Diigo (by Friday at 5).

Being a Marine, I feel very moved to go to this event. I have seen the struggles women in the military have to overcome daily and this will provide some amazing insight.

Wow, I'm tottally bummed that I cannot make this speaker because of a pre-scheduled interview. This book by Laura Browder seems extremely intriguing. When I think about the military, a lot of times I do think about the guys that are enrolled and being front line in the fights. I never stop to think about all of the women, especailly mothers trying to support their children and how hard it must be on them to leave their newborns or teenagers for months or even a year at a time. With growing children, a month being away makes a huge difference in their lives. I can't believe the one case where her daughter wouldn't stop crying because they were deployed and she didn't recognize either parent, that is really upsetting. Many people want to give military men and women their opinion of the war, especially if they are against it. Those people would think that obviously these people are fighting for you and if you can't say a simple thank you, then you shouldn't open your mouth... even if that military man or women is against the war. I will be interested to read what everyone writes about the speech today.

I thought Laura Browder's presentation was great, it definitely made you think about and appreciate all the sacrifices women in the military have to make. Although I thought the speaker and content were great, I thought that we would hear about just a few women and really get into their stories and their experiences, not just get a brief overview of around twenty women.

I too was unable to attend the presentation, but in reading the article it really did make me think twice about women in the service. Recently, my boyfriend returned for Iraq, I was really hard on the both of our family. What really bother us was the unknown. In the article they discuss mothers that came home to childern they did not recognize and childern that didnt even know their mothers. Even though this same situation happens with males, in my opinion there is nothing like a mother in your life. On the other hand, of course these mothers are doing what they know is best for their families.

I was fortunate enough to be able to attend the presentation. I thought it was interesting of how she introduced all of the women she had done work with. I was shocked at all the PTS that the women had, not because of the war that they saw, but because of them having regret of leaving their group. It shows that women show emotions from war just the same as men.

I was unable to attend the presentation, however I feel that I did get a lot out of interview that was posted. It was very interesting to see the experiences of women in the military because often, you only hear about mens views and experiences. It seems that choosing between the military and their family was one of the more challenging situations that presented itself during their duty and deployment. I agree with Jazzaneta that the mothers are doing the best for their family. The right choice is often the most difficult one to adjust to and accept. The women did seem happy with their choice of joining the military and even after their deployments, knew that they did the right thing and made the right choice. I enjoyed the interview and wish that I could have made it to the presentation today, but I still learned a lot about women in the military and what they experience.

I was unable to attend the presentation, however I felt like I received a strong message from her interview. It is sad to say but it is true, when I think about American war hero's I only think of men. This might be because when studying history back in high school and college they only talk about male hero's because woman were not aloud to take part in war combat. When reading her interview it was an eye opening experience, especially when she was talking about the woman's roles. For example, if a single mother joins the war, they are being courageous my leaving there child/children behind, they are being courageous by joining the war itself. It's not like the olden days where they have "behind the scenes role," they are in the heat of all the action. Her book should open peoples eye's, about how women and man both deal with great struggles regarding the war, it's not an easy process for anyone. I respect and give great honor to those men and WOMEN who have served our country.

I thought Laura Browder's presentation was excellent, and I loved the way she presented each woman's story with a picture so the audience could really picture what the women must be like. Laura brought up many points about women and mothers in the military that I have never thought of before. I was surprised to find out that many of the women were torn between staying with their family or being deployed, because I would have assumed that they would rather stay home with their family. I was also shocked that many of the women were reluctant to come home due to the fact that their unit was staying overseas and they felt they should be, too. I thought the childcare plans that many of the single mothers had were interesting, as well. Many of the children who had mothers being deployed stayed with people other than family, such as daycare providers, which is astounding to me. That must have been very emotional for the children, as well as the mother. The amount of pride and devotion the women in the military have for their unit and the military itself is astounding and very admirable. They do not feel like they deserve special treatment because they are women, and they work harder to prove that they belong in the military. Laura did an excellent job of giving insight about what the women in the military are like, thus changing many stereotypical views.

I was able to attend the presentation because I had to go to it for my international class as well. This presentation did catch my attention because my cousin is in the navy and she is a women. She has been bashed so many times because she is a woman in the military and being able to hear more about it made me understand where she was coming from. There are many strong women out there and I believe they can fight combat and can be just as good or even better than men in times. How she described these women piece by piece left me in surprise to hear about all they had gone through and how they will not let anything stand in their way. They were telling about how they felt they were there for a purpose. They wanted to be in Afghanistan to support their fellow troops even if they were not a fan of bush or the white house. One woman even chose being in the military than staying with her husband and ended up getting a divorce. These women are strong, and I will support them all the way.

I wasnt able to go see Ms. Browders presentation. But from what I have heard from other classmates today and from what I have found in articles online, i believe she is a great "womans" speaker. She really gets to know the true story behind all of the woman's lifes. She shows how strong these women have to be to go though being a military wife. From what i have heard people that went and listened to her speak really enjoyed hearing her. How she gave background on the war and she showed a picture of each woman as she talked about her. You could tell that she really got to know each lady she talked too.

I was able to attend Ms. Browder's presentation yesterday at Wright auditorium. I felt like the presentation was extremely insightful because it gave several perspectives of women in the military. Being that the military is dominated mostly by men it was interesting to hear how women were treated and how they reacted to adversity. Most of the women that Ms. Browder interviewed severed several tours and were extremely dedicated and proud to be a part of the U.S military. Many of the women accomplished a lot and held significant titles amongst ranks. I remember her mentioning that there are 240,000 women currently serving in the military which came as a shock to me because I thought that women in the military were still a new idea. I found it fairly amusing when she told the story about the women who got into a bar fight and almost broke someone's nose. Although she was reluctant to interview, she eventually did and according to Ms. Browder she was tough as nails. The one thing that didn't surprise me was how most women struggled leaving their kids when they were told they were going to be deployed. Mothers have a close close bond with their children, not to take away from a fathers bond with a child. Lastly she mentioned that the military still has a stereotype towards women but considering where we started from til today I feel like the United States military has made great strides.

Wow! I never knew that the number for active military women is so high! That is really awesome. I'm sure much of the women are extremely proud to be serving their country, despite the fact that they arn't as recognized as the men serving our country.

I was unable to attend Laura Browder's presentation, however after reading the interview that was posted online I have a better insight into the important role women play in the military. It was very interesting to learn about the experiences that women have in the military and how recently they have been able to fully contribute and be recognized for their achievements. I was surprised to learn that women had a similar outlook on the military as men, meaning that the military was "absolutely central to their identities" because I too felt as though women were marginal within the military. I have a number of female friends currently enrolled in the marines and I am curious to know what their outlook on women in the military is.

I found the information disclosed in the interview or author Q & A from UNC Press and the Janey Comes Homes website very insightful. Until reviewing the information provided by these sources, I was unaware of the front line role women play in our military forces today. I have to admit, this was a bit surprising to me since I am female, but I attribute this lack of knowledge to the media I encounter. I cannot remember the last time I saw a military or government ad featuring a woman solider. Modern media constantly bombards young and old alike with classic, "old world" images of men serving in the military and focus on the evolution of their service throughout history. I find it astonishing that Browder was able to break though these cultural norms and unearth a rare find- women involved in modern combat operations who were brave enough to share their personal stories with their peers all over the world. This is previously unchartered territory and I find her work groundbreaking and exciting. The very nature of the military and our social structure makes such work taboo, specifically sharing this information on a global stage, where perhaps, ideals about gender roles are even more traditionally rooted than ours. The Q & A question regarding how women typically have been portrayed in war photography and images illustrates my point about Browder's work taking on traditional gender roles. Historic photography has focused on the classic gender roles with "men as heros and aggressors and women as children and victims. Her images have proved to "unsettle our fixed ideas about Americans at war". It is important to note we as a society must shift our fundamental ideas about gender roles to truly grasp her message but must also shift our view of these women soldiers as "novelties" but "as real soldiers". I can immediately see how we must carefully encode such messages, based on the pre-developed associations and receptive process(es) of our audience(s) to make s

I also was not able to attend the lecture by Laura Browder, but looked up some different intrerviews and articles pertaining to her presentations and book. I found them very interesting and enlightening. I never realized how big a role female soldiers played in our military. I think what she is doing in her book as well as through her preseantations is great and very well deserved and much overdue. I think the women who put themselves in this position in which they enter such a male dominated workforce, may face at times a harsher enviroment than their male counterparts. With the amount of sexism and lack of acknowledgment they receive I believe it makes them unseen and unheard heroes. I also found it interesting that they are referring to the current Iraq conflict as the womens war, because of the increased participation of women in the "danger zone". Duties which include IED sweeps, convoy gunners, and home searches. I was also very surprised to hear about how mothers in the military felt about being redeployed, or renlisted in the military. They had the same answers as the males, and were just as likely to continue their duty to the United States despite being a mother, which again I found extrememly surprising. Again I think everything she is doing is great and much overdue.

I too wasn't able to make the presentation. I checked out her website and the interview conducted on her, and I definitely read some things that I've never thought of or realized. I can't imagine how much strength and passion women in the military have. I'll be the first to admit that I couldn't do half of the things that they are committed to. On top of the constant combat awareness they are obligated to, it's hard to think they have are presented with an altered state of mind away from their family. I could see how much this must affect these women, and how bittersweet it could be to come and go on such an unreliable basis. The fact that these women are convoy gunners, explosives technicians, and many other dangerous jobs, is incredible. I wish I could have made this presentation to get a more personal and realistic perception on the lives of our military women.

I was unable to attend Laura Browder's presentation. However, I found the interview with her to be very interesting and insightful. For starters, I felt Mrs. Browder chose the right direction of neutrality throughout this project. By doing so, she allowed for both war supporters and anti-war supporters to grasp the topic at hand, without feeling it was biased. Bringing this topic into the public spotlight, however, is very important towards educating American's about the importance of women in our military, and the hardships they go through. The ultimate theme of motherhood I felt was a proper theme to show how the women in the military sacrifice a whole lot to protect our nation. I will say that after reading this interview, the topic of women in the military is more interesting with many more questions that come to my mind. The personal stories she discussed really brought a more personal aspect to this topic, and I was taken away by some of the experiences and trials and tribulations the women in the military told her about.

I was unable to attend the event on Monday, but I find the interviews that I read online to be very interesting and I would love to read the book or see the documentary she is working on in the future. I believe that women should have the option to go into combat in the armed forces as long as they are willing and able. I know many women who are just as strong, if not stronger than men. These women have made a significant commitment to our country and they shouldn't be denied any help or service they would like to give. Unfortunately, the world is still filled with stereotypical opinions and judgemental behavior. I'm embarassed to admit it, but sometimes I caught myself reading about the mothers and thinking 'how could they leave their children?' However, we don't usually think that about the men that are soldiers. Why does society think it is more important to have a mother at home than a father? Why do we believe men are better at fighting wars? Why do we think women aren't strong enough? These are all questions that I hope Laura Browder will make people think about and attempt to answer through her interviews.

I was also unable to attend the presentation on Monday, but the information that I did read about her and her book were quite interesting. I like how society gets to see a womans perspective of being in the military and how it effects them and what they go through. Woman should have equal rights when they choose to fight for our country and I think they are just as capable as any man would be. It takes great sacrafice to take time off and leave your children to do what you think is right. I give these woman major credit and respect them because I would never be able to do that. I liked how Laura Browder really tried to capture each womans message and make the public think differently about woman in the military. I'm glad I read the interviews because it was an interesting topic that I had never thought about.

Laura Browder had officially opened my eyes to an entire world that I have yet to truely consider, prior to Monday's Presentation. When my brother joined the Marine Corps. in 2003 I began my very own relationship with the U.S. Military. I have always been quite impressed with the level of commitment that soldiers and their families invest in our government and security as a nation. For the first time, I have begun to think about specifically and honor the women that are involved. The presentation was an eye opener, not because there are hundreds of women in combat situations, but because of their stories being told back at home. I am suprised by the way that Laura has researched and depicted these women. It is wonderful. Being a woman is not easy yet a woman in the military faces a multitude of challenges that the public tends to ignore. Shockingly, majority of the mothers that Laura mentioned face a conflict between supporting their children during there early years of development and deploying for war overseas. Most of which felt more obligated to their fellow soldiers and felt guilt for being seperated from them while returning home. I would expect for them to feel more compelled to stay and see their families. This event has done a great job getting the general public involved in appreciating the women of the military and the families that support them.

I was not able to see the presentation on Monday but by visiting several websites and looking at pictures I wish I had not missed this presentation. I think what Laura Browder has done is such an inspiration to all women. It is an inspiration to the women that are currently or have fought for our country because they deserve credit and recognition for all they have done and will continue to do. It is an inspiration for girls that are thinking about joining a service because they might be hesitant since they are females and Browder's stories and pictures might help give them that extra push to do what they believe in. For people like me, that does not know much about women and the army this was very eye opening and inspiring and makes me have so much for respect for these women and what they have done. Hopefully she will come back and speak again!