Sheridan Course Outlines

ADVG57028
Advertising Media Administration

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: Fall 2014
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Colin Robey
Version: 3.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course introduces students to the Canadian media environment including the role that media buyers and planners have in the advertising industry. Students examine media trends and industry terminology and investigate the strengths and limitations of all major media including newspapers, out of home, magazines, television, radio and online. In addition, students apply CARD (Canadian Advertising Rates and Data) and Industry software in order to cost out campaigns for each medium. They use formulas for determining media effectiveness, application and the analysis of audience measurement data. The student will learn the above via lecture, hands on activity, group discussion, examination of industry samples and consultations, students learn about media opportunities (print and broadcast) and how to analyze media options for advertising.

Program Context

Advertising Management

Program Coordinator: Peggy Barnwell

It is important that advertising students be able to demonstrate knowledge of media opportunities and have a sound understanding of print and broadcast media - and how to analyze media options. The knowledge gained in this course prepares students to build a media plan in a future course.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to evaluate media options for advertising 
purposes. 

Learning Outcomes

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

1.   Contrast media options available to Canadian advertisers for 
     varying situations and clients.

2.   Evaluate appropriate courses of action for differing brands, 
     competitive environments and target groups using research 
     skills.

3.   Design advertising schedules for those situations, relying on 
     strengths and limitations of all media.

4.   Calculate costs for advertising placement in major Canadian 
     media.

5.   Develop rationales for media decisions made.

6.   Apply software skills for media cost identification.

7.   Integrate media recommendations in a professional manner.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Newspaper Selection			10%
2.	Media Costing			        15%
3.	Media POV 				15%
4.      Media Innovations (Presentations)       15%
5.      Test 01                                 15%
4.	Test 02					20%	
5.	Mini-Assignments		        10%

Students must average at least 50% on the non-group components of 
the evaluation plan 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:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		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: Fall 2014
Professor: Colin Robey
Textbook(s):

Canadian Advertising in Action, 8th Edition, Keith J. Tuckwell, 
Pearson Prentice Hall, 2009.

Applicable student group(s): Advertising Management
Course Details:

Class	Topic                                        .
1.	Introduction / Course Outline / Introduction to Media /  
        Newspapers
2.	CARD / Gross and Net / Newspaper Costings
3.	Daily and Community Newspapers / Newspaper Costings
4.	Newspapers / Magazines / Magazine Costings
5.	Out of Home / Reach, Frequency, GRPs
6.	Out of Home / Out of Home Costings / COMB Navigator
	Newspaper Selection Due (10%)
7.	Microsoft Excel / Media Costings / Review
8.	Test 01 (15%)
9.	Radio / Radio Costings / Ratings and Share / Airware
10.	Media Point of View / Television / Television Costings
	Media Costing Due (15%)
11.	Television / MicroBBM / Online
12.	Online / Gross Impressions / Online Costings
	Media POV Due (15%)
13.	Review
14.     Test 02 (20%)

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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