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
Hawthorn Higher Ed. Semester 1 |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
2024 teaching periods
Swinburne Online Teaching Period 3 |
Swinburne Online Teaching Period 2 | |
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Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
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.