ADVG18508
Communication Delivery Channels 1
 
  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: Winter 2016
Prerequisites: N/A
Corequisites: N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: PRE: Program acceptance, entrance requirements

Course Name (short): Comm Delivery Channels 1
School:
All Sheridan Schools
Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version:
13.0
Status: Approved (APPR)

Calendar Description
Creative communications and design do not achieve their full impact until they are delivered to the right consumer in the right environment. This course is designed to introduce students to media channels in the Canadian marketplace, both established and emerging, that communicators leverage to deliver those messages. Trends in media channels and industry terminology are emphasized while focusing on the strengths and limitations of print, out-of-home and transit media and broadcast television. Students learn to calculate the cost of delivery channel time and space for each medium examined. Students are introduced to current industry software to analyse the effectiveness of delivering messages in the media channels studied.

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
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: Tba

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: 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%)


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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