ADVG57028
Advertising Media Administration
 
  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: 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
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
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-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.


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.	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.
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: 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: 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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