ADVG23623
Strategic Media Planning |
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I: Administrative Information II: Course Details
III: Topical Outline(s) Printable Version Public |
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Section I: Administrative Information
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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites:
(ADVG13309)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Strategic Media Planning
School: All Sheridan Schools
Program(s):
Advertising/Marketing CommMgmt
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Colin Robey
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 8.01
Status: Approved - Under Rev (AREV)
Calendar Description
This course builds on the knowledge of Canadian media
characteristics gained in previous media courses. Focus is on the
development of a media brief providing the basis for constructing
and executing an advertising media plan.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
N/A
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Section II: Course Details
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Detailed Description
This course builds on the knowledge of Canadian media
characteristics gained in previous media courses. Focus is on the
development of a media brief providing the basis for constructing
and executing an advertising media plan. Students learn how to
determine media targets, prioritize geographic and seasonal
components, research brand and market dynamics and use research to
complete the initial stages of a detailed media plan. The
implications of industry measurement standards such as reach,
frequency, GRPs and share are reviewed. Students learn about the
planning and buying process and how to develop various media
specific documents, including the creation of spreadsheets to
calculate the cost of campaigns. Students also compare media using
specified criteria to determine which vehicle is most appropriate
for a campaign.
Program Context
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Advertising/Marketing CommMgmt |
Program Coordinator: Cathryn Oliver |
Advertising students need to
apply the learning developed
in earlier media courses to
develop a media plan. This
third semester course
establishes the initial plan
components so that the
student, in subsequent media
courses, can prepare and
finalize a media plan.
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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 construct multiple media planning and buying
documents, including a media brief which involves researching the key
components necessary for developing a media plan.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Identify and construct different media planning and buying
documents used in advertising agencies.
2. Using industry software, generate and analyze demographic,
psychographic and media consumption data to develop a media
target for a specific advertising and marketing communications
challenge.
3. Design a spreadsheet that costs out campaigns for multiple media.
4. Examine the product, brand and industry environment and identify
elements that may impact the construction of an advertising
campaign.
5. Analyze geographic and seasonal data and explain how it may
impact the construction of an advertising campaign.
6. Evaluate the competitive environment including target analysis
and media usage and explain how it may impact the construction of
an advertising campaign.
7. Design a media brief based on multiple criteria that can be used
as the basis for media decisions.
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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. Media Costing Spreadsheets (Individual) 20%
3. Media Brief (Group) 30%
4. Test 01 15%
5. Test 02 25%
6. Mini-Assignments 10%
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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: Colin Robey
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 |
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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: Fall 2013
Professor: Multiple Professors
Textbook(s): Frequent in-class costings require a standard pocket calculator.
Applicable student group(s): Advertising Marketing and Communications students
Course Details:Module Topic
1. Introduction / Course Outline / Media Functions
2. Media Plan / Media Brief / Target Analysis
3. Demographics / Attitudes and Usage / Clear Decisions Crosstab
4. Media Negotiations / Media Pre and Post Buys / Costing
Spreadsheets
Online Test 01 Due (15%)
5. Leisure Personal Characteristics / Media POV / Microsoft Excel
6. Media Consumption / Target Analysis / Clear Decisions Crosstab
Media Costing Spreadsheets Due (20%)
7. Seasonality / Timing Rationale / Brand and Category Research
8. Geography / Media Brief / Clear Decisions Crosstab
9. Competition / Media Spending / Nielsen Annual Summary
10. Geography / Market Rationale / Microsoft Excel
11. Competition / Nielsen Annual Summary / Microsoft Excel
Media Brief Due (20%)
12. Brand Attributes / Media Brainstorming
13. Review
14. Test 02 (25%)
Media Brief Revision Due (10%)
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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