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.
2022 teaching periods
Swinburne Online Teaching Period 2 |
||
---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
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 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, general skills outcomes and content.
Teaching methods
On-Campus
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact Tutorial
|
2 | 12
| 24
|
Online Contact Online | 1 | 12 | 12 |
Specified Learning Activities Reading
| 3 | 12 | 36 |
Unspecified Learning Activities independent study | | 12 | 78 |
TOTAL |
|
| 150 hours/12.5cp |
OUA
Type | Hours per week | Number of Weeks | Total |
Face to Face Contact
|
|
|
|
Online Contact Not Applicable
|
|
|
|
Specified Learning Activities Online activities Reading
|
3 3 |
12 12 |
36 36 |
Unspecified Learning Activities independent study | 6 | 13 | 78 |
TOTAL |
|
| 150 hours/12.5cp |
Assessment
Types | Individual or Group task | Weighting | Assesses attainment of these ULOs |
Class exercises (3) | Individual | 45% | 1,3,4,5 |
Minor Assignment | Individual | 20% | 1,2,3,4,5 |
Major Assignment | Group | 35% | 1,2,3,4,5 |
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• Teamwork Skills
• Analysis Skills
• Problem Solving Skills
• Communication Skills
• Ability to tackle unfamiliar problems
• Ability to work independently
Content
• 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.