Course Title: Schedule advertisements

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5817C

Course Title: Schedule advertisements

School: 650T TAFE Business

Campus: City Campus

Program: C4227 - Certificate IV in Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact Email:sally.parrott@rmit.edu.au

Name and Contact Details of All Other Relevant Staff

Course Contact Peter Lawrance
Course Contact Phone +61 3 9925 5661
Course Contact Email

Peter.lawrance@rmit.edu.au
Level 10, Room 28

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 applies to individuals in an entry level position in media planning, media buying, account management or advertising roles within an advertising team or media organisation who schedule advertisements.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:	BSBADV404B Schedule advertisements
Element:	1. Confirm advertising and media requirements 2. Prepare and cost the media schedule 3. Book advertising time/space and lodge advertisements
Performance Criteria:	1.1. Confirm the availability of the completed advertisement 1.2. Identify and confirm the chosen media and media vehicle/s from the media plan 1.3. Confirm the timing for public release of the advertisement 1.4. Confirm the budget allocation per medium per advertising period 2.1. Confirm that the duration and timing of the media schedule meet the requirements of the media plan 2.2. Ensure the distribution of messages over the duration of the schedule meets the requirements of the media plan 2.3. Identify in the media schedule the number, size/length and placement/timing of advertisements in accordance with the media plan 2.4. Negotiate costs with media vehicles, report any variations from the budget in costs per medium per advertising period, and gain approvals to proceed 2.5. Negotiate and gain approvals for changes from supervisors/account managers to the schedule required by unforeseen problems with media vehicle/s in accordance with organisational policies and procedures 2.6. Cost overall media schedule to meet budgetary requirements pare and cost the media schedule 3.1. Follow booking procedures in accordance with organisational policy and practice using appropriate technology 3.2. Lodge advertisements to meet the deadline requirements of the media vehicle/s in accordance with organisational procedures 3.3. Suggest changes or improvements to organisational scheduling procedures to supervisors or managers

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to prepare and cost media schedules, to book advertising time/space and to lodge advertisements.

Details of Learning Activities

Demonstration of the following:
• identification and confirmation of media and media vehicles to be used in accordance with the media plan for at least one advertisement
• organising the timing and distribution of advertisements and negotiating the costs with media sellers for at least one advertisement.

Learning Activities
This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, workshops and laboratory exercises. Additional assessable activities may also be provided to students to complete outside of the timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week 1 - 6th Feb Subject Introduction
Week 2 13th Feb
• Newspapers
• Strengths and weaknesses
• Newspaper Readership
Week 3 20th Feb
• Newspaper Ad Sizes/CPM
• Group Exercise Newspapers
• Magazines
• Strengths and weaknesses
• Magazine Readership/CPM
Week 4 27th Feb
• Compare Newspapers and Magazines
Week 5 5th March • Television
• TV Overview
• TV Strengths and weaknesses
Week 6 12th March
(Monday, Labour Day)
• Costing Exercises
• (Newspapers, Magazines, TV)
Week 7 19th March
• TEST 1
Week 8 26th March
• Radio
• Strengths and weaknesses
• Radio listening and ratings
• Buying Radio Time
Week 9 2nd April
• Radio
• Average/Cume
• Radio Station Combinations
• Radio CPM
• Reach and Frequency
Mid semester break (5 April to 11 April)
Week 9 9th April
• Internet
• Strengths and weaknesses
• Internet costs
Week 10 16th April
• Cinema
• Out of Home
• Strengths and weaknesses
Week 11 23rd April
• Test
Week 12 30th April
• Miscellaneous Advertising
• In-store Direct Mail
• Strengths and weaknesses
Week 13 7th May
• Sales Promotion
• Media Research
Week 14 14th May
• Agency Profits Agency Cash Flow
Week 15 21st May
• Test Discussion
Week 16 28th May
• Test
Week 17 4th June
• Test Discussion/resubmission

Learning Resources

Prescribed Texts

Access to an internet connected computer outside of class times – Internet connected computers are available in the faculty of Business labs on level 3 of building 108, 259 Bourke Street Melbourne. Stagoll, Neil (text available via blackboard)

References

Other Resources

Advertising News or B&T Weekly
Student discount subscriptions available
The Australian Monday Media Guide

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.
 

Assessment Tasks

You are required to complete 3 tasks. You must successfully complete all 3 tasks to be deemed competent in this unit.

TASK 1 (Due Date: week 7)

This assessment will focus on the student’s ability to evaluate the significance of each component of weekly tuts in a written test

TASK 2 (Due date :week 11)
This assessment will focus on the student’s ability to evaluate the significance of each component of weekly tuts in a written test

TASK 3 (Due Date: Week 16)

This assessment will focus on the student’s ability to evaluate the significance of each component of weekly tuts in a written test

Assessment Matrix

Course Overview: Access Course Overview