Course Title: Review advertising media options

Part B: Course Detail

Teaching Period: Term2 2017

Course Code: MKTG7977C

Course Title: Review advertising media options

School: 650T Vocational Business Education

Campus: City Campus

Program: C4384 - Certificate IV in Marketing and Communication

Course Contact: Julia Makin

Course Contact Phone: 61 3 9925 5175

Course Contact Email: Julia.makin@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Gail Scowcroft

gail.scowcroft@rmit.edu.au

Nominal Hours: 40

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

 This unit describes the skills and knowledge required to recommend advertising media options suitable for a particular product or service. Individuals undertake research, review policy and procedure frameworks, and make final recommendations to relevant personnel.

It applies to individuals requiring a broad knowledge of advertising media, particularly people new to advertising. It is not assumed individuals at this level have responsibility for supervising the work of others. However, it is assumed their work supports effective work practices across the organisation.


National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV408 Review advertising media options

Element:

1 Research advertising media options

Performance Criteria:

 

1.1 Clarify advertising media options for review, and record scope of review

1.2 Identify local, state or territory, national and international networks for advertising professionals

1.3 Identify other sources of information about advertising media options

1.4 Select research strategy suitable to the topic

1.5 Consult with relevant personnel

1.6 Undertake research into a range of advertising media options for product or service

1.7 Critically analyse strengths and weaknesses of each option    

Element:

2 Review policy and procedures frameworks

Performance Criteria:

2.1 Locate and review policies and procedures relevant to advertising media options being researched

2.2 Review legislation, regulations, standards and ethical requirements that apply to advertising media options    

Element:

3 Report research outcomes

Performance Criteria:

 

3.1 Collate, analyse and record key findings of review as they relate to advertising

3.2 Compile report on research outcomes

3.3 Develop recommendations for advertising media options suitable for product or service

3.4 Present report in agreed format to relevant personnel    


Learning Outcomes


This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to research advertising media options, review policy and procedures frameworks and report research outcomes.


Details of Learning Activities

This course is co delivered and co assessed with MKTG 7939C Buy and Monitor Media. The learning activities are designed to provide an understanding of the media and media options and how to plan, negotiate and buy media for a particular product of service. A range of practical activities, scheduling tasks and case study responses combined with online quizzes are used to deliver this learning.


Teaching Schedule

 

 

Week

Week    

Commencing

   

Topics

Assessment

1

3/7

Course Induction

  • Course delivery details
  • Assessment details and Assessment Task & Feedback Guide

Overview of Advertising Industry

  • Introduction to the AdvertisingIndustry
  • Terms used frequently in Advertising
  • Roles in the Advertising Industry
  • Linkage between advertiser, target audience and media
  • Legislations impacting the media industry

 

Overview of Blackboard and where to find Learning & Assessment materials

2

 10/7

 

Introduction to Media planning

  • Steps in the media planning process
  • Industry presentation

 

 

3

17/7 

Magazines

  • Strengths,Weaknesses,Readership,Circulation,AdSizes
  • MediaCalculation–measurement and costing(CPM)
  • Negotiating Magazine
  • Comparing Magazine and Newspapers
  • Online resources for magazine(Publishers,BAM,etc)
  • CostingMagazine

Media Schedule(Scheduling print media-magazine and newspaper)

 

Agency Presentation TBC

4

24/7 

Newspapers

  • Strengths,Weaknesses,Readership,AdSizes
  • Media Calculation–measurement and costing(CPM)
  • Negotiating newspapers
  • Online resources Introduction toConsumer Profiling for Media(using on line geo-demographic profiling tools)    

Discussion regarding   Assessment1- Individual Quiz next week

Agency presentation TBC

5

 31/7

Television

  • Strengths,Weaknesses,Ad lengths,Ratings
  • Media Calculation(TARPs)
  • Negotiating Television buys
  • Online resources for Television(thinkTV,OzTametc)
  • Media Schedule(listingTARPs,spots etc)
  •  Introduction to media analysis–Consumer Profiling(Demographics,ValueSegments andSegmentationVariables)    

Assessment 1–Individual

Online Quiz1

CoversNewspaper,Magazine and Legal requirements applicable to the advertising industry.

Feedback provided instantly online

6

7/8 

Radio

  • Strengths,Weaknesses,Buying RadioTime,Average/ Cume, Radio syndication and combinations, Ad lengths, Costs)
  • Media Calculation(Reach,Frequency,CPM)
  • Online (Nielsen ratings, CRA etc)
  • Media Schedule(Scheduling radio)

Assessment 1–Individual

Online Quiz 2: Covers Television

Feedback provided instantly online

7

 14/8

Internet

  • Weaknesses, Ad sizes and formats
  • Media Calculation (CPC, CPM, CPA etc)
  • Online resources for Internet (AIMIA, IAB etc)
  • Evaluation & measurement

Media Schedule (Scheduling internet)

 

Assessment 1–Individual

Online Quiz 3: Covers radio

Brief and formation of groups for Assessment 2

Agency Presentation    

8

21/8 

Buying and Negotiating Media

  • Media Process
  • Evaluating Media Performance
  • Negotiating overview

Assessment 1–Individual

Online Quiz 4: Covers Internet

Team work on assessment 2

 

 

Mid semester break August 28- September 3

No attendance required

9

 

4/9 

Cinema & OOH

  • strengths, weaknesses ,Ad sizes
  • Costing, Online resources, Media scheduling 

 

 

 

10

11/9 

Negotiating and buying media recap and preparation for Assessment requirements Revision of all media 

Online Quiz 5 Individual

Covers Cinema & OOH

 

11

18/9 

Digital: Search, Display, SEO, Video

Revision of course material

Review of Group Assessment requirements (Report and Presentation)

 

Assessment 2  Part A Negotiation & observation 

12

25/9 

Review of Group Assessment requirements (Report and Presentation)    

 

Team work on assessment 2

13

2/10 

Group Assessment Preparation, Review & Submission

Preparation time for Group Presentation and Assessment    
Assessment 2 Part B & C– Group Report and Presentation due 11.59pm Friday    

14

9/10 

Presentation of Group Assessment

Assessment 2 presentations (All students must attend both weeks)

15

16/10 

Group Assessment Presentation

Presentation of Group Assessment

Assessment 2 presentation if required (All students must attend both weeks)

16

23/10 

Resubmits, grades & any outstanding feedback

 

 

 


Learning Resources

Prescribed Texts

No prescribed texts for this course. Learning material will be provided. Subscriptions to relevant  e newsletters is recommended.


References


Other Resources

All learning materials will be provided


Overview of Assessment

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

In order to achieve competency in this unit, you must provide:

Performance Evidence

Evidence of the ability to:

  • produce a research report reviewing a range of advertising media options, including:
  • research methodology and information sources
  • descriptions of chosen advertising media options
  • strengths and weaknesses of each option
  • recommendation for use of selected advertising media options for a particular product or service
  • compile a report on research outcomes and present to relevant personnel.

Knowledge Evidence

To complete the unit requirements safely and effectively, the individual must:

  • explain relevant legal and ethical requirements in media advertising industry
  • identify and explain range of advertising media options
  • identify and explain full range of research strategies and their suitability for different purposes
  • locate and list advertising media networking communities.

 

Feedback

Feedback will be provided throughout the semester in class and/or online discussions.  You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.

 

 


Assessment Tasks

 This course is co delivered and co assessed with MKTG 7939C Buy and Monitor Media.

Assessment 1–Task1

Task Description: On Line quizzes (5 in total)

Group or Individual: Individual 50%

Date handed out: Online Quizzes (5 in total)
Week 1 
Immediately at the commencement of the scheduled tutorial time – weekly schedule as per below

Weight:  50% (10% each quiz)

Purpose:This assessment has been developed to demonstrate the required underpinning skills and knowledge for the two units of competency. Specifically, the assessment focuses on a student’s ability to apply cognitive processes by demonstrating their ability to remember, understand and apply the content covered in weeks 1 to 10 inclusive.

Requirements: Students will be provided 30 minutes to complete a number of questions. The number of questions will vary for each quiz - however, no quiz will be less than 5 questions, or more than 15 questions. The questions will be based on previous lecture and tutorial materials, as well as self-paced learning activities instructed for the week under assessment. Students are required to bring a calculator in order to complete each quiz.

Details of Assessment:

The quiz will be held in the first 30 minutes of the tutorial time for the group. Below is the schedule of each online quiz:

Quiz 1week 5 Print & legals
Quiz 2week 6Television
Quiz 3week 7Radio
Quiz 4week 8Internet
Quiz 5week 10Cinema & OOH

 All assessments are completed online within the Blackboard system. Students will be provided with a password to access the quiz. The quiz will automatically time out at the end of the 30 mins, regardless of how far through the quiz. Questions are drawn from a larger test bank.

You must achieve a minimum of 5 marks (50%) per quiz. Where a score below this threshold is achieve, the student is deemed as not yet competent. When not yet competent is received, Students will be provided ONE resubmit opportunity - for a maximum pass. The resubmit must be completed not more than 14 calendar days after the first attempt. A timing schedule for these will be available if required. Feedback is provided automatically at the submission of the quiz for correct answers. 

Assessment 2–Task

Task Description: Media Brief 

Date handed out: Week 7

Date and time due: 

  • Part A: Negotiation observation: Weeks 10, 11 and 12 during tutorial time
(10%)
  • Part B: Report Week 13, Friday
11.58pm (30%) including a schedule
  • Part C: Presentation Week 13, Friday 11.58pm
Presentation will be delivered in Weeks 14 and 15 (10%)

Group or Individual: Group (4 students per group) Weight: 50%

Purpose: This assessment focuses on a student’s ability to review a media brief, by applying their knowledge and understanding gained through the course, and to extend themselves into a higher level of thinking by demonstrating their ability to analyse and evaluate the scenario and considering various courses of action – ultimately making a sound recommended course of action in response to the brief.

Requirements: In Week 7, students will form groups of 4 students. Each group will be provided with a brief to respond. By responding to the brief, students will be expected to provide a report that contains their evaluation and recommendation and a media schedule(not more than 2,000 words excluding Title Page, Table of Contents, Reference List and Appendix). Students will also be required to develop a 10 to 15-minute presentation detailing their recommendations. All students must equally contribute to the report, and all students must present on the day.

Details of Assessment: Case(s) will be made available to Students on the Blackboard in Week 7. The assessment has three parts:

Part A: Negotiation observation (weight 10%)

Students will be provided a media and a role (buyer or seller) for a particular media. Students will then negotiate individually on behalf of their group for the media the group wish to place into their media recommendation. The negotiations will take place during the scheduled tutorial class in Weeks  10,11 and 12 and will be recorded as an observation assessment.

Part B: Analysis Report (weight 30%)

As a group, students must produce a report of between 1,500 and 2,000 words that based on the brief supplied. The analysis contained in the report must show the evaluation of the situation, provide a review of all media alternatives considered and a fully justified media recommendation and media schedule. It is expected that students will present the report to a professional level. It is therefore anticipated the content of the report will provide clearly articulated logical arguments, along with the appropriate use of tables and graphs to support evaluations, and rationale.

Part C: Presentation (weight 10%)

A presentation of between 12 and 15 minutes that summarises the report and pitches the recommendation to your facilitator (acting as the client). There will be 3 minutes for question time where fellow students and the facilitator will ask questions.

Both the report and the presentation is due on the same day for submission (Friday at 11.58pm in Week 13) regardless of when the presentation schedule for the group has been allocated. This is to ensure equity across groups. It is further important to note, that once the presentation is uploaded – this will be the presentation that will be used for the purpose of assessment – no changes can be made after submitting the presentation into Blackboard. Further instructions, along with a rubric for all parts can be located on Blackboard under Assessment

 

 

 


Assessment Matrix

 

Marking Guide (Competency):

You must demonstrate that you have all the required skills/knowledge/elements in the unit of competency you are studying. You will receive feedback on each assessment task that will inform you about your progress and how well you are performing.


Marking Guide (Grading)
After achieving competency we then grade your performance in the unit and you will achieve one of the following grades:

Final Grades table:

CHD Competent with High Distinction
CDI Competent with Distinction
CC Competent with Credit
CAG Competency Achieved – Graded
NYC Not Yet Competent
DNS Did Not Submit for assessment

Other Information

 

Late Submission Procedures

You are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If you are prevented from submitting an assessment item on time, by circumstances outside your control, you may apply in advance to your teacher for an extension to the due date of up to seven calendar days.

More Information: http://www.rmit.edu.au/students/assessment/extension

Form to use: http://mams.rmit.edu.au/seca86tti4g4z.pdf

Where an extension of greater than seven days is needed, you must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination.

More Information: http://www.rmit.edu.au/browse;ID=g43abm17hc9w

Form to use: http://mams.rmit.edu.au/8a5dgcaqvaes1.pdf

Resubmissions (VET Programs):

If you are found to be unsuccessful in a Course Assessment Task you will be allowed one resubmission only. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

If you are still not meeting the assessment requirements you must apply to your Program Manager in writing outlining the steps you will take to demonstrate competence in your course. Your submission will be considered by the Program Team and you will be advised of the outcome as soon as possible.

Adjustments to Assessment

In certain circumstances students may be eligible for an assessment adjustment. For more information about the circumstances under which the assessment arrangements might be granted please access the following website More Information: http://rmit.edu.au/browse;ID=7usdbki1fjf31

Course Overview: Access Course Overview