Advertising Media Planning and Purchasing
Duration
- One Semester or equivalent
Contact hours
- 36 hours over the teaching period (normally 3 hours per week)
On-campus unit delivery combines face-to-face and digital learning.
2023 teaching periods
| Swinburne Online Teaching Period 1 |
Swinburne Online Teaching Period 3 | |
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
This unit provides students with an introduction to the process of evaluating media options and purchasing or placing strategic communications in media outlets. This includes selection of media vehicles, scheduling media weighting, negotiating and buying, positioning and measuring the media buys impact on the targeted audience. The emphasis is primarily on paid-for-advertising media, though other areas of online and offline opportunities will be covered. The unit provides the foundation in the study and application of media planning in advertising, marketing and public relations.
1. Critically evaluate mass media and its contribution to successful advertising
2. Evaluate specific media – including print, broadcast, outdoor, digital, interactive and social – in terms of meeting specific advertising objectives
3. Analyse and apply media planning and buying strategies; and the information sources available to assist media decision making
4. Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
5. Establish and apply key planning criteria when recommending and evaluating media campaigns
Unit Learning Outcomes (ULO)
On successful completion of this unit students will be able to:
1. Critically evaluate mass media and its contribution to successful advertising
2. Evaluate specific media – including print, broadcast, outdoor, digital, interactive and social – in terms of meeting specific advertising objectives
3. Analyse and apply media planning and buying strategies; and the information sources available to assist media decision making
4. Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
5. Establish and apply key planning criteria when recommending and evaluating media campaigns
Courses with unit
BB-MCMNBUS Bachelor of Business/Bachelor of Media and CommunicationBA-ARTS3 Bachelor of Arts
BA-ARTS3PROF Bachelor of Arts (Professional)
BA-MCMN Bachelor of Media and Communication
BA-MCMPROF Bachelor of Media and Communication (Professional)
Unit information in detail
- Teaching methods, assessment and content.
Teaching methods
Type | Hours per week | Number of Weeks | Total |
Live Online Class | 1 | 12 | 12 |
On-Campus Class | 2 | 12 | 24 |
Online Learning Activities | 3 | 12 | 36 |
Unspecified Learning Activities Independent Learning | 6.5 | 12 | 78 |
TOTAL | 150 hours |
Assessment
Types | Individual/Group Role | Weighting | Unit Learning Outcomes (ULOs) |
Assignment | Individual | 20% | 1, 2, 3, 4, 5 |
| Major Assignment | Group | 35% | |
Class Exercises | Individual | 45% | 1, 3, 4, 5 |
Content
- The media industry – structure and stakeholders (including client, agency, outlets, planners and buyers)
- Data sources used in audience segmentation, targeting, measurement and post-testing
- The main elements of a strategic media plan, including objective, strategies, tactics, purchase and negotiation
- The advantages and disadvantages of different media types
- Placement within specific media
- The use of planning software and basic numeracy skills in the design of contemporary strategic media plans
- The use of traditional, digital and convergent media
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.