ADVG58634
Advertising Media Management
 
  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: 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
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 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

 
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.


Course Critical Performance and Learning Outcomes

 
 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.
Evaluation Plan
Students demonstrate their learning in the following ways:

 
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.
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: 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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