其他_每日快讯(0038期).doc
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1、icipation 低风险,无威胁 Provides diversity of views 能有不同的见解 Flexible - can rotate and rearrange 弹性大 - 可以随时重组 Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 14 Buzz Groups 噪音小组 Be prepared always to state 分组时必须告诉他们 Why they are doing the task (WIIFM) 为什麽要做这件事 What you want them to do 对他们的要求 How they should do it
2、怎麽做 How do you want the feedback 用何种方式回报 Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 15 We Use Buzz Groups a Lot 小组大用 They are particularly useful if you are teaching in participants?second language 有参加者使用外国语文上课时特别有用 - it gives them a break from your language 给他们一个用自己语文喘息的机会 - it gives the more proficie
3、nt ones a chance to catch up the less proficient - which increases learning & retention from both sides They equalise participants and hide the originators of any idea 把所有的参加者放在平等的地位,隐藏出主意的人是谁? - Useful in some cultures to make negative feedback seem less rude 在某些文化,大家觉得提负面意见是没礼貌的 - Often a good thi
4、ng to use at the end of a session where you are asking for any questions - normally you might not get any, in buzz groups you will 通常适用於每一段落结束前,询问是否有任何问题 分组时,比较容易取得问题 Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 16 Cross Over Groups 跨组 PRO 好处 : Excellent for mixing people and information quickly 容易把不同的人混
5、合 Simple to organise 好安排 Participants enjoy it 参加者喜欢 Avoids need for plenary discussion CON 坏处 : Can lead to confusion about learning outcomes 可能产生困惑 Can break up absorbing discussions 如果人员太相异,可能无法尽情讨论 B1B1 B2B2B3B3 C1C1 C2C2C3C3 A1A1 A2A2A3A3 A1A1 B1B1C1C1 A2A2 B2B2C2C2 A3A3 B3B3C3C3 Ogilvy & Mathe
6、r Ref:TRAINING/TT/5RUN/rc 17 Snowball Groups 滚雪球 PRO PRO 好处好处 : :Good for encouraging creation of well integrated ideasGood for encouraging creation of well integrated ideas 鼓励点子的产生鼓励点子的产生 Allows individuals to think for themselves before discussingAllows individuals to think for themselves before d
7、iscussing 允许个人在考虑前先作思考允许个人在考虑前先作思考 Generates full and lively discussion in plenary Generates full and lively discussion in plenary 在总结的段落可以产生完整生动的结论在总结的段落可以产生完整生动的结论 CONCON坏处坏处 : : Breaks up cohesive feeling in some groupsBreaks up cohesive feeling in some groups 可能破坏某些组别中原有的和谐可能破坏某些组别中原有的和谐 Takes t
8、ime to unfoldTakes time to unfold 须时较长须时较长 Can get boring if repeated discussion of same pointsCan get boring if repeated discussion of same points 如果一再重覆会很无趣如果一再重覆会很无趣 Write down a list of problems on selected topicWrite down a list of problems on selected topic2 mins2 mins Share their list with ea
9、ch otherShare their list with each other5 mins5 mins Share lists and classifyShare lists and classify15 mins15 mins Propose a set of solutions and agreed intentionsPropose a set of solutions and agreed intentions20 mins20 mins Plenary session report backPlenary session report back20-30 mins20-30 min
10、s Whole groupWhole group Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 18 Role-plays 角色扮演 Allows acting out of real-life situations in a protected environment 可以有一个隔离的环境中,模拟真实生活的情境 Can learn from videotapes of your performance 可以从录象中学习了解自己的表现 Can learn from what others see, hear and feel which they then f
11、eedback to you 可以从别人回馈的反应中了解自己 Can be done in smaller groups with an observer instead of a camera 可以在极小的组别中进行,可用观察员代替录影 Allows the rare opportunity of role reversal 可以提供角色对调的机会 Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 19 Buzz-off Role-play An Everyday Story Of Agency Life Introduction The brief for t
12、hese role-plays has been kept to the minimum. Please agree between the two of you the details of the account and the situation to expand the brief Please do not put together an extreme end of the world scenario (e.g. If the work isn done, we will lose the account worldwide and 1,000 people will be f
13、ired) The role-play is about trying to negotiate needed priority in a common enough situation Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 20 Situation Account Service 1.You have a lot of work on and are very busy. 2.You have a panic on your account. 3.You need about three hours work from your specialist
14、 partner to produce an answer to satisfy your clients?needs. 4.You expect a great deal of resistance. Specialist Department 1.You have a lot of work on and are very busy. 2.The account is always in a panic and you never get enough time to do good work. 3.Yet again your account service partner is com
15、ing to you to ask you to drop everything to help out. 4.Other accounts are much more satisfying to work on. Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 21 Requirements 1.Preparation (5 minutes) Think about how you would approach the situation. Look at alternative ways of approach. What sort of arguments
16、 and responses are you likely to expect from the other side. 2.Reverse Role-play (10 minutes) The real life account person plays the Specialist role. The real life specialist plays the account service role. Try to negotiate to agreement in 10 minutes. 3.Review Reverse Role-play (10 minutes) Discuss
17、the role-play and what you have learned. What might be other approaches which might be more successful. Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 22 Requirements 4.Second Role-play (10 minutes) This time reverse roles and replay. i.e. The real life specialist plays the specialist role etc. Try to nego
18、tiate to agreement in 10 minutes. 5.Review Second Role-play (10 minutes) Discuss the second role-play and how it differed from the first. Be prepared to discuss what you have learned with the rest of the group. 6.Plenary Session (15 minutes) Sharing the learning amongst the whole group. Ogilvy & Mat
19、her Ref:TRAINING/TT/5RUN/rc 23 Games & Exercises 游戏 Are directed towards specific learning goals 针对特定的学习方针 Are structured 有组织 Give high participant involvement 参与度高 Can be made competitive 可能有竞争性 Generate data for participant analysis 让参加者有资讯可供分析 Need debriefing - processing the data to make the exp
20、erience meaningful 需要一个回馈的段落,确保学习的经验有意义 Ogilvy & Mather Ref:TRAINING/TT/5RUN/rc 24 Rosemary River RosemaryRosemary is a poor girl from a poor country who is engaged to is a poor girl from a poor country who is engaged to marry a rich foreigner, marry a rich foreigner, GeoffreyGeoffrey. In order to w
21、ed him she has to . In order to wed him she has to cross the water. She has no means of transport but cross the water. She has no means of transport but SinbadSinbad has has a boat so she asks him to ferry her over. a boat so she asks him to ferry her over. SinbadSinbad agrees, but agrees, but only
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