ADVG57028
Advertising Media Administration |
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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: Winter 2016
Prerequisites:
N/A
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Advertising Media Admin.
School: Business
Program(s):
Advertising-Account Management
Program Coordinator(s):
Peggy Barnwell
Course Leader or Contact: Colin Robey
Originator: Lesley Rumsby
Designate: Leslie Waddell
Version: 4.0
Status: Approved (APPR)
Calendar Description
This course introduces students to the Canadian media environment.
Media trends and industry terminology emphasize the strengths and
limitations of all major media. Students use industry publications
and software to cost out campaigns for each medium while generating
and analyzing audience measurement data.
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 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
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Advertising-Account 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.
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Course Critical Performance and Learning Outcomes
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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.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Media Costing 20%
2. Media POV 20%
3. Test 01 25%
4. Test 02 25%
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.
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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:
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Communication
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Critical Thinking & Problem Solving
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Interpersonal
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Numeracy |
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Information
Management |
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Personal
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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 |
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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: Winter 2016
Professor: Peggy Barnwell
Textbook(s): N/A
Applicable student group(s): Advertising Account Management
Course Details:Module 1
Introduction to Media / Magazine Overview / Magazine Strengths &
Limitations / Magazine Costings
Module 2
OOH Overview / OOH Strengths & Limitations / OOH Costings / Gross
Impressions / Reach, Frequency, GRPs / COMB Navigator
Module 3
Media POV
Module 4
Television Overview / Television Costings / Television Strengths &
Limitations / Infosys
Module 5
Newspaper Overview / Newspaper Strengths & Limitations / Newspaper
Costings
Module 6
Digital Overview / comScore MediaMetrix / Digital Strengths &
Limitations / Digital Costings
Module 7
Costing Spreadsheets
Module 8
Radio Overview / Radio Costings / Airware / Radio Strengths &
Limitations
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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