Advertising Media Planning and Purchasing

ADV30001 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students

Duration

  • One Semester or equivalent

Contact hours

  • 36 hours over the teaching period (normally 3 hours per week)

2020 teaching periods

Hawthorn

Higher Ed. Semester 1

Dates:
2 Mar 20 - 31 May 20

Results:
7 Jul 20

Last self enrolment:
15 Mar 20

Census:
31 Mar 20

Last withdraw without fail:
17 Apr 20

More teaching periods

Swinburne Online

Teaching Period 2

Dates:
6 Jul 20 - 4 Oct 20

Results:
27 Oct 20

Last self enrolment:
19 Jul 20

Census:
31 Jul 20

Last withdraw without fail:
21 Aug 20


Prerequisites

AND
50 Credit Points at level 2
 

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.

Students who successfully complete this unit 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 Communication
BA-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)