Sheridan Course Outlines

ADVG18508
Communication Delivery Channels 1

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2016
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: PRE: Program acceptance, entrance requirements

Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Version: 13.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students are introduced to the Canadian media channel environment. Trends in media channels and industry terminology are emphasized. There is a focus on the strengths and limitations of print, out-of- home/transit and television to better understand the message delivery value of each channel. Students are instructed on how to use industry ratecards and software to calculate the cost of delivery channel time and space for each medium examined Using industry-standard mathematical formulas students begin to calculate the cost of magazine space, out-of-home placements and broadcast television time. Discount structures, and creative unit variations to theses formulas are taught and practiced, to understand the impact on campaign costs. Students are introduced to tools used by the industry to measure effectiveness of the delivery channels and learn how to use the software to analyse data. The impact of digital variations of these established channels, both positive and negative is explored.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

This mandatory introductory course builds the foundation for the other courses within the media channel stream as well as the full Advertising program. Students must have a sound understanding of the nuances of many delivery channels for advertiser's creative messages, and be able to calculate the cost of time and space for advertising messages. Print and out-of-home, and broadcast television will provide the mandatory basics for the requisite courses involving digital, press and radio to follow.

Course Critical Performance and Learning Outcomes

 Critical Performance: By the end of this course, students will have
demonstrated the ability to explain channel trends, characteristics,
and the role of the environment of magazines, out-of-home/transit, and
broadcast television, as well as calculate the cost of Advertising
time and space, that leads to the development of a media plan and buy.

Learning Outcomes: to achieve the critical performance, students will
have demonstrated the ability to:

1. Describe the role of media buyers/planners

2. Discuss the current trends in message delivery through an overview 
   of the current and emerging media channel environment

3. Identify key elements in CARD (Canadian Advertising Rates and 
   Data) and media supplier ratecards

4. Comprehend media terminology used with magazine, out-of-
   home/transit, and broadcast television media campaigns

5. Summarize the impact of digital technology on magazines, out-of-
   home/transit, and broadcast television

6. Outline the strengths and limitations of each media environment as
   it relates to delivering the advertisers message and engaging consumers

7. Calculate the cost of advertising space and time in the media 
   studied using industry standard mathematical formulas CARD, and
supplier ratecards

8. Evaluate the measurement impact of various channel scenarios using
   industry specific software

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:
1. Print/OOH Buy (group) 15% 
2. Broadcast Television Schedule Analysis (group) 25%
3. Test #1 25%
4. Test #2 25%
5. Mini-In-Class Quizzes 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

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
X	Numeracy	X	Information Management	X	Personal

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

Notes: N/A

Section III: Topical Outline

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: Winter 2016
Professor: Multiple Professors
Textbook(s):

- Canadian Advertising in Action, 10th  Edition, Keith J. Tuckwell,
  Pearson Prentice-Hall,

- 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 Communication students.
Course Details:

Module / Topic


1  Introduction/Course Outline/ Roles in Media (Planner, Buyer,
   Seller, Researcher)/ Media Channel Landscape / Print Introduction
   /SLATE and Learning Centre Set-up 

2  Consumer and Business Publications and Digital Delivery / Award
   winning campaigns / Circulation, Readership, Impression Measurement
   /Ad Units and Positioning / CARD / Assignment 01 Magazine 
   Analysis  (15%) 

3  Print Magazine Advantages and Disadvantages / Gross vs. Net /
   Magazine Advertising Space Costings (CARD and "media math"  
   calculations 

4  Publishers / Magazine Analysis (CPM, Circulation and PMB®
   Readership, Duplication, Engagement)/ Print Magazine Campaign 
   Costings 

5  Assignment 01 Due/ Introduction to OOH/Transit 
   media delivery channels / Ad units / OOH/Transit space and time 
   Sellers / Reach, Frequency GRPs /  Intro to COMBNavigator® 


6. OOH/Transit Advantages and Disadvantages / Test
   Review/ COMBNavigator®

7  Test #1 (25%)

8  Market GRPs, Target GRPs, Gross Impressions / Comparing Magazine 
   and OOH Strengths and Limitations /OOH and Transit Advertising 
   Space and Time Costs / OOH Analysis using COMBNavigator® 

9  Introduction to Broadcast Television / Television Audience Analysis
   / Assignment 02 Television Market and Schedule Analysis (25%)/
   Introduction to Infosys® Program Rank Report

10 Television Advantages and Disadvantages, TV Advertising Space and
   Time Costings (Supplier Ratecard calculations / Infosys® Program -
   Daypart Rank Report 

11 Television Advertising Space and Time Costings with CPP
   calculations / Digital Video Delivery /(Infosys® Reach Frequency 
   Report/ 

12 Television Advertising Space and Time Costings / Comparing
   Magazines, OOH, and TV Channel Delivery Rationale / Infosys ®/ 

13 Assignment 02 due / OOH and Television Media Delivery Channel 
   Theory Review / Time and Space Campaign costing review

14 Test #2 (25%)

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

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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