ADVG13309
Communication Delivery Channels 2 |
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I: Administrative Information II: Course Details
III: Topical Outline(s) Printable Version |
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Section I: Administrative Information
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Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Spring/Summer 2016
Prerequisites:
(ADVG18508)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Program(s):
Advertising, Advertising and Marketing Comm
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Version: 11.0
Status: Approved (APPR)
Section I Notes:
N/A
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Section II: Course Details
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Detailed Description
In this course, students continue their discovery of delivering
communication messages to the right target in the right environment.
Media delivery channels explored include Press, Digital, and Radio.
Trends in media channels, both established and emerging along with
industry terminology are emphasized. Strengths and limitations of
the delivering messages in each of the media channels studied,
builds on the knowledge and skills achieved in Communication
Delivery Channels 1. Students discover the different ad units (space
and time) available. Students are instructed on how to use industry
ratecards and standard mathematical formulas to calculate the cost
of advertising time and space in Press, Digital, and Radio
environments. Students are introduced to current industry software,
inputting data, creating reports and interpreting the data to
analyse the effectiveness of delivering messages in these channels
including reach, frequency, and engagement factors.
Program Context
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Advertising |
Program Coordinator: Cathryn Oliver |
This course builds on the
foundation learned within
Communication Delivery Channel
1 by adding Press, Digital and
Radio delivery channels to
their understanding of Print,
Out- Of-Home/Transit, and
broadcast television options.
Students must have a sound
understanding of established
and emerging communication
delivery channels and
developed the ability to
calculate the cost of time and
space before developing a
complete message delivery
plan. Credit Value: 3.0
Credit Value Notes: N/A
Effective: W 2014
Prerequisites: (ADVG18508)
Corequisites: N/A Equivalents:
N/A Pre/Co/Equiv Notes: N/A
Advertising and Marketing Comm |
Program Coordinator: Cathryn Oliver |
This course builds on the
foundation learned within
Communication Delivery Channel
1 by adding Press, Digital and
Radio delivery channels to
their understanding of Print,
Out- Of-Home/Transit, and
broadcast television options.
Students must have a sound
understanding of established
and emerging communication
delivery channels and
developed the ability to
calculate the cost of time and
space before developing a
complete message delivery
plan. Credit Value: 3.0
Credit Value Notes: N/A
Effective: W 2014
Prerequisites: (ADVG18508)
Corequisites: N/A Equivalents:
N/A Pre/Co/Equiv Notes: N/A
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Course Critical Performance and Learning Outcomes
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Critical Performance
Upon successful course completion, students will have demonstrated
the ability to explain channel trends, and characteristics of Press,
Digital and Radio and the role these environments play in delivering
an advertisers message. Students will also be able to calculate the
costs of the Advertising time and space that leads to the development
of a message delivery plan and buy.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Describe current trends in media through an overview of the
current and emerging media channel environment for Press, Digital
and Radio.
2. Summarize the impact of digital technology on Press, and Radio
3. Identify key elements in CARD and Supplier Ratecards
4. Define media terminology used with Press, digital and radio
campaigns.
5. Describe the advantages and disadvantages of radio, television and
online.
6. Calculate the cost of advertising space and time in the media
channels studied using industry-standard mathematical formulas,
CARD and supplier ratecards.
7. Generate and analyze audience measurement and engagement data for
Press, Digital, and Radio using both industry specific software
and provided data.
8. Measure message delivery effectiveness using circulation,
readership, gross impressions, unique visitors, reach, frequency,
ratings, share CPMs, CPRs, CPCs and engagement factors including
click-through rates, and time-spent.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Students demonstrate their learning in the following ways:
1. Press/Digital Campaign Analysis 20%
2. Radio Buying Assignment 20%
3. Test #1 25%
4. Test #2 25%
5. Mini-Assignments 10%
A student must average at least 50% on the non-group components of
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
X
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Communication
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X
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Critical Thinking & Problem Solving
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X
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Interpersonal
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X
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Numeracy |
X
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Information
Management |
X
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Personal
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Notes: N/A
Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):
Challenge Exam |
Portfolio |
Interview |
Other |
Not Eligible for PLAR |
X |
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Notes: N/A
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Section III: Topical Outline
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Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Spring/Summer 2016
Professor: Multiple Professors
Textbook(s): Canadian Advertising in Action, 10th Edition, Keith J. Tuckwell,
Pearson Canada, 2012
Canadian Advertising Rates and Data, (CARDOnline accessed through
www.sheridancollege.ca, Library Services)
Frequent In-Class Handouts (Students responsibility to maintain).
Frequent in-class costings require a standard pocket calculator.
(Standard Math Skills are an asset)
Applicable student group(s): Advertising Marketing and Communications students.
Course Details:Class Topic
1 Introduction / Course Outline / Introduction to Press (Newspaper)
Message Delivery Channel / Circulation, Readership / Daily,
Community /Digital Delivery / Newspaper Message Delivery Advantages
and Disadvantages
2 Impact of Digital Delivery Channel / Newspaper Advertising Adverting
Space Sizes and Costings
Costings (modular and frequency discounts) / Newspaper Analysis
(Circulation,
Readership, RPC / Nadbank® Research using Clear Decisions®
3 Newspaper Advertising Space Costings (line volume and discounts) /
Newspaper Analysis (Coverage, Composition, CPM / Nadbank® Research
using Clear Decisions
4 Newspaper Advertising Space Costings (Dollar volume and
discounts)/ Assignment
01 - Press - Digital Campaign Costing (20%)
5 Digital Message Delivery Channel Introduction / Digital Ad Units /
Digital Message Delivery Analysis
(Impressions, Uniques, Composition, Engagement Factors / ComScore
MediaMetrix® Tools (Dashboard Reports)
6 (Assignment 01 due) Digital Message Delivery
Advantages and Disadvantages / Paid Search / Test Review / ComScore
MediaMetrix® Tools ( Key Measures Reports)
7 Test #1 (25%)
8 Ad Serving and Programmatic/ Digital Advertising Time and Space
Costings (CPM, CPC, CPE, CPA,
Flat Rate, / Interpreting
ComScore® Reports, ComScore® MediaMetrix Tools(Reach Frequency Reports)
9 Graded Digital Activity due/ Earned Media through Social Networks/
Mobile Delivery Channels / Digital
Advertising Space and Time Costings / ComScore Reach Frequency Report
10 Radio Message Delivery Channel Introduction / Radio Channel
Analysis (AMA and AMA Ratings, Share, Turnover, Cumulative Reach,
Engagement) / Airware® Software Station Audience Rankings/ Assignment
02 - Radio Schedule Buy and Analysis (20%)
11 Radio Advertising Time Costings (CPP) / Radio Message Delivery
Advantages and Disadvantages / Airware® Station Rankings and Schedule
Reach Frequency
12 Broadcast Calendars / Radio Costings (Ratecard) / Press, Digital,
Radio Message Delivery Rationale / Media Tool Kit Update / Airware®
13 Assignment 02 due / Media Tool Kit update due / Digital and Radio
Campaign Costings / Test Review / Semester 3 Preparation
14 Test #2 (25%)
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Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.
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