Course Title: Understanding Advertising Media

Part A: Course Overview

Course Title: Understanding Advertising Media

Credit Points: 12


Course Code

Campus

Career

School

Learning Mode

Teaching Period(s)


Course Coordinator: Dr Bruce Berryman

Course Coordinator Phone: +61 3 9925 3065

Course Coordinator Email: bruce.berryman@rmit.edu.au


Pre-requisite Courses and Assumed Knowledge and Capabilities

None


Course Description

Media planning is a parallel function to agency strategy planning: strategy planning identifies what to say, and media planning where to say it for greater effect. Both inform the creative process.

The emergence and growth of digital technology and social media has created many more media options for advertisers and their agencies to get their messages into the market place. Advertising planners, creatives and media professionals need to be aware of, and responsive to, the opportunities they present and the limitations of each. They include broadcast media, print and digital media, as well as ‘non-traditional’ media such as ambient, point-of-purchase, product placement, guerrilla marketing and social media.

The course is designed to develop an insight into how the appropriate choice of media can maximize the communication effect whilst examining the tools and media theories available to assist with this. It will build your ability to research and identify traditional and emerging media as a way of reaching consumers.

You will develop your own media campaigns with consideration given to the advertising task, suitability to the advertising message, environment and target audience.

Through research and interpretation of the current media landscape, you will use critical thinking to assess the most effective ways of using media to advertise.


Objectives/Learning Outcomes/Capability Development

The following program capabilities will be assessed in this course:

  • Conduct and analyse consumer research to provide insights that inform creative and media strategy.
  • Develop targeted and effective communication strategy, combine media and creative considerations into campaigns and develop media plans.


At the successful completion of this course, you will be able to:

  • Interpret the fundamentals of media planning and buying and how it relates to industry practice.
  • Appreciate the role and function of the media planner in the creation, execution and production of advertising communication collateral, and understand how the media industry is structured.
  • Be familiar with media terminology including the relationship between reach, frequency and continuity.
  • Identify the role media planning plays in setting/achieving marketing objectives and the importance of Return On Investment.
  • Demonstrate how to best communicate to a designated target market using available media.


Overview of Learning Activities

Lectures introduce you to the media industry, media channels, media planning and buying, audience segmentation, and the role of the media planner in the communication process. Visiting advertising media specialists will deliver lectures on their areas of expertise.

In tutorials, you are expected to investigate and explore the major issues facing the media industry, especially with the introduction of advertising ‘advoidance’ technology, the continuing fragmentation of advertising media and the impact of digital and social media on mainstream media outlets.

There will be discussions of particular readings, which may be followed by practical activities to deepen work practices. You will be encouraged to think critically about material presented.


Overview of Learning Resources

You are encouraged to read relevant articles found in periodicals, journals and newspapers as questions related to such topics and/or articles might be occasionally discussed in class. You are also expected to research topics and access library, online and interact with industry resources appropriate to your projects.


Overview of Assessment

Assessment components will consist of an individual assignment and a group assignment.