ADVG13309
Communication Delivery Channels 2
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version   Public
 
Section I: Administrative Information
  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

Course Name (short): Comm Delivery Channels 2
School:
All Sheridan Schools
Program(s): Advertising, Advertising and Marketing Comm
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version:
11.0
Status: Approved (APPR)

Calendar Description
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 in this course, will build on the knowledge and skills achieved in Communication Delivery Channels 1. Students learn to calculate the cost of the delivery channel time and space for each medium examined. Students are introduced to current industry software to analyse the effectiveness of delivering messages in these channels including reach, frequency, and engagement factors.

Typical Instructional Format

Lab
14.0
Lecture
28.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A

 
 
Section II: Course Details

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

 
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


Course Critical Performance and Learning Outcomes

 
 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.
Evaluation Plan
Students demonstrate their learning in the following ways:

 
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
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: Multiple PLA Contacts

Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. 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: 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%)


Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.
 
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