Comm Delivery Channels 2
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2018
Prerequisites: ADVG18508
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Paula Tillmann Peirce
Version: 20180122_01
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
In this course, students continue their discovery of delivering communication messages to the right target in the right environment. Media delivery channels explored include Press, Digital, and Radio. Trends in media channels, both established and emerging along with industry terminology are emphasized. Strengths and limitations of the delivering messages in each of the media channels studied, builds on the knowledge and skills achieved in Communication Delivery Channels 1. Students discover the different ad units (space and time) available. Students are instructed on how to use industry ratecards and standard mathematical formulas to calculate the cost of advertising time and space in Press, Digital, and Radio environments. Students are introduced to current industry software, inputting data, creating reports and interpreting the data to analyse the effectiveness of delivering messages in these channels including reach, frequency, and engagement factors.

Program Context

Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This course builds on the foundation learned within Communication Delivery Channel 1 by adding Press, Digital and Radio delivery channels to their understanding of Print, Out- Of-Home/Transit, and broadcast television options. Students must have a sound understanding of established and emerging communication delivery channels and developed the ability to calculate the cost of time and space before developing a complete message delivery plan.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
See Advertising and Marketing Comm

Course Critical Performance and Learning Outcomes

  Critical Performance:
Upon successful course completion, students will have demonstrated the ability to explain channel trends, and characteristics of Press, Digital and Radio and the role these environments play in delivering an advertisers message. Students will also be able to calculate the costs of the Advertising time and space that leads to the development of a message delivery plan and buy.
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Describe current trends in media through an overview of the current and emerging media channel environment for Press, Digital and Radio.
  2. Summarize the impact of digital technology on Press, and Radio
  3. Identify key elements in CARD and Supplier Ratecards
  4. Define media terminology used with Press, digital and radio campaigns.
  5. Describe the advantages and disadvantages of radio, television and online.
  6. Calculate the cost of advertising space and time in the media channels studied using industry-standard mathematical formulas, CARD and supplier ratecards.
  7. Generate and analyze audience measurement and engagement data for Press, Digital, and Radio using both industry specific software and provided data.
  8. Measure message delivery effectiveness using circulation, readership, gross impressions, unique visitors, reach, frequency, ratings, share CPMs, CPRs, CPCs and engagement factors including click-through rates, and time-spent.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Press/Digital Campaign Analysis20.0%
 Radio Buying Assignment20.0%
 Test #125.0%
 Test #225.0%

Evaluation Notes and Academic Missed Work Procedure:
A student must average at least 50% on the non-group components of the evaluation plan (as well as at least 50% overall) in order to receive credit for this course

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Challenge Exam

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.
Instruction Mode: In-Class
Professor: Multiple Professors
RequiredTextbookCanadian Advertising in Action, Keith J. Tuckwell, Pearson Canada, 10th Edition, 2012
RequiredOtherCanadian Advertising Rates and Data, (CARDOnline accessed through, Library Services)
RequiredOtherFrequent In-Class Handouts (Students responsibility to maintain).
RequiredOtherFrequent in-class costings require a standard pocket calculator. (Standard Math Skills are an asset)

Applicable student group(s): Advertising Marketing and Communications students.
Course Details:

Class Topic

1 Introduction / Course Outline / Introduction to Press (Newspaper)
Message Delivery Channel / Circulation, Readership / Daily,
Community /Digital Delivery / Newspaper Message Delivery Advantages
and Disadvantages

2 Impact of Digital Delivery Channel / Newspaper Advertising Adverting
Space Sizes and Costings
Costings (modular and frequency discounts) / Newspaper Analysis
Readership, RPC / Nadbank® Research using Clear Decisions®

3 Newspaper Advertising Space Costings (line volume and discounts) /
Newspaper Analysis (Coverage, Composition, CPM / Nadbank® Research
using Clear Decisions

4 Newspaper Advertising Space Costings (Dollar volume and
discounts)/ Assignment
01 - Press - Digital Campaign Costing (20%)

5 Digital Message Delivery Channel Introduction / Digital Ad Units /
Digital Message Delivery Analysis
(Impressions, Uniques, Composition, Engagement Factors / ComScore
MediaMetrix® Tools (Dashboard Reports)

6 (Assignment 01 due) Digital Message Delivery
Advantages and Disadvantages / Paid Search / Test Review / ComScore
MediaMetrix® Tools ( Key Measures Reports)

7 Test #1 (25%)

8 Ad Serving and Programmatic/ Digital Advertising Time and Space
Costings (CPM, CPC, CPE, CPA,
Flat Rate, / Interpreting
ComScore® Reports, ComScore® MediaMetrix Tools(Reach Frequency Reports)

9 Graded Digital Activity due/ Earned Media through Social Networks/
Mobile Delivery Channels / Digital
Advertising Space and Time Costings / ComScore Reach Frequency Report

10 Radio Message Delivery Channel Introduction / Radio Channel
Analysis (AMA and AMA Ratings, Share, Turnover, Cumulative Reach,
Engagement) / Airware® Software Station Audience Rankings/ Assignment
02 - Radio Schedule Buy and Analysis (20%)

11 Radio Advertising Time Costings (CPP) / Radio Message Delivery
Advantages and Disadvantages / Airware® Station Rankings and Schedule
Reach Frequency

12 Broadcast Calendars / Radio Costings (Ratecard) / Press, Digital,
Radio Message Delivery Rationale / Media Tool Kit Update / Airware®

13 Assignment 02 due / Media Tool Kit update due / Digital and Radio
Campaign Costings / Test Review / Semester 3 Preparation

14 Test #2 (25%)

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