ADVG58634
Advertising Media Management |
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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 2014
Prerequisites:
(ADVG57028)
Corequisites:
ADVG50036, ADVG56693, MKTG56859
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Advg. Media Mgmt.
School: Business
Program(s):
Advertising-Account Management
Program Coordinator(s):
Peggy Barnwell
Course Leader or Contact: Colin Robey
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 7.0
Status: Approved - Under Rev (AREV)
Calendar Description
Students develop an advertising media plan by writing media
objectives, plan the use of various media and explain to others the
rationale for specific recommendations. Creating media blocking
charts and utilizing industry measurement standards such as reach,
frequency, Gross Rating Points (GRPs) and share will be highlighted.
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
Students focus on the construction and execution of an advertising
media plan for a specific product by integrating their learning in
this course with the knowledge and skills acquired from the previous
media course. Combined with learning from the Advertising Planning
Management, Creative Strategy and Development and Integrated
Marketing Communications Planning courses, students support the
execution of the plan through research into the brand, developing
media objectives, planning the use of various media, and presenting
a supporting rationale for recommendations and choices made. In
addition, students construct a media blocking chart which outlines
details of the media plan including weight levels, geographic and
seasonal priorities. They generate and analyze data from industry
specific software which they use to strengthen their media plan. As
well, students examine the utilization and implications of industry
measurement standards such as reach, frequency, Gross Rating Point
(GRPs) and share.
Program Context
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Advertising-Account Management |
Program Coordinator: Peggy Barnwell |
This required course builds
on the knowledge and skills
related to media measurement
tools from previous courses
and use these to develop
planning for promotional
communication activities. It
is important the advertising
students demonstrate a
complete knowledge of media
alternatives and put this
knowledge into practice by
constructing an industry
standard media plan complete
with rationale and
statistical data
demonstrating a working
knowledge of current media
industry software.
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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 produce a comprehensive media plan.
Learning Outcomes:
To achieve the critical performance, students will have demonstrated
the ability to:
1. Assess individual medium strengths and limitations in relation to
a specified product
2. Evaluate media alternatives for a given market situation
3. Produce documents with clear, concise summaries of salient
information
4. Compare fundamental quantifiable industry measurements of
audience delivery and the measurements of a media campaign success
5. Evaluate media through combining/extracting relevant data from
secondary research data
6. Refine particular software skills through compilation of media
plan costs
7. Integrate media recommendations in a professional manner via
a full media plan.
8. Collaborate effectively within teams to achieve common goals and
deadlines.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Media Trends 10%
2. Mini-assignments 10%
3. Media Brief 15%
4. Media Selection 15%
5. Media Execution Measurement 5%
6. Media Execution 15%
7. Media Plan Presentation 10%
8. Test #1 20%
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: Fall 2014
Professor: Colin Robey
Textbook(s): Canadian Advertising Rates and Data, (CARD)
Frequent in-class costings require a standard pocket calculator.
Applicable student group(s): Advertising Account Management Graduate Certificate Program
Course Details:Week Topic
1 Introduction / Course Outline / Media Targets
Media Trends (Ongoing - 10%)
2 Media Brief / Geographic Targeting / Seasonal Targeting /
Competition
3 Creative Requirements / Share of Voice / Spend by Medium
4 Media Objectives / Scheduling Strategy / Media Habit
Media Brief Due (15%)
5 Media Selection / Software
6 Campaign Measurement and Analysis / Print Measurement and
Analysis
7 Brainstorms / Media Negotiation / Spending Charts
Media Selection Due (15%)
8 Media Execution / Blocking Charts
9 Online Insight - Negotiations and Creativity / Review
10 Test (20%)
11 Media Execution
Media Execution - Completed Runs Due (5%)
12 Defending Media Plans
Media Execution Due (15%)
13 Media Plan Presentations (10%)
14 First Day on the Job
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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