Course Title: Buy and monitor media
Part B: Course Detail
Teaching Period: Term2 2011
Course Code: MKTG5818C
Course Title: Buy and monitor media
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
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 a media planning or buying role within an advertising team or media organisation who are responsible for planning, buying and evaluating media selected to convey advertising communication messages.
National Codes, Titles, Elements and Performance Criteria
National Element Code & Title: |
BSBADV406A Buy and monitor media |
Element: |
1. Plan the purchasing of media 2. Buy media 3. Evaluate media performance |
Performance Criteria: |
1.1 Confirm the requirements of the advertising brief. |
Learning Outcomes
This unit describes the performance outcomes, skills and knowledge required to confirm the requirements specified in a media plan, to conduct negotiations when buying media and to compare actual media performance against media plan objectives.
Details of Learning Activities
• Students will take an active role during small-group computer-based classes
• Students/Groups will reflect on and use key concepts
• Individuals/groups will apply concepts to current situations
• Students will summarize key points
• Individuals will participate in problem solving scenarios
• individuals will respond to generic question sessions
Teaching Schedule
Date ELEMENTS SINGLE GROUP PRACTICAL SESSION
Week 1
4 July All Elements Subject Outline
Week 2
11 July All Elements/Presentation Skills Buying Newspapers
CPM
Rate/Placement Exercises
Week 3
18 July All Elements/Presentation Skills Rate/Placement Exercises
Newspaper Schedule
Buying Magazines
CPM
Week 4
25 July
All Elements/Presentation Skills Rate/Placement Exercises
Magazine Schedule
Buying Radio
Week 5
1 August All Elements/Presentation Skills CPM
Rate/Placement Exercises
Radio Schedule
Week 6
8 August All Elements/Presentation Skills Buying Television
CPT
Rate/Placement Exercises
Week 7
15 August All Elements/Presentation Skills Television Schedule
Buying Outdoor
Rate/Placement Exercises
Week 8
22 August All Elements/Presentation Skills Outdoor Schedule
Buying Direct Mail
Rate/Placement Exercises
Direct Mail Schedule
MID SEMESTER BREAK
Week 9
5 Sept
Week 10 12 Sept All Elements/Presentation Skills Test 1 results
Buying Internet
CPM
Rate/Placement Exercises
Internet Schedule
Buying Cinema
Rate/Placement Exercises
Cinema Schedule
Week 11
19 Sept All Elements/Presentation Skills Negotiation
Week 12
26 Sept All Elements/Presentation Skills Media Buying Simulation
Plan, negotiate, cost, book
Week 13
3 October All Elements/Presentation Skills Media Buying Simulation
Plan, negotiate, cost, book
Week 14
10 October All Elements/Presentation Skills Media Buying Simulation
Plan, negotiate, cost, book
Week 15
17 October All Elements/Presentation Skills Media Buying Simulation
Alter, cost, book, material advice, budget reconciliation
Week 16
24 October All Elements/Presentation Skills
Learning Resources
Prescribed Texts
References
Other Resources
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
1. WEEK BY WEEK IN CLASS PRACTICAL ASSIGNMENTS (worth 40%)
Students will learn the procedures associated with presentation skills and will be given many opportunities to practice and actually present in class. Most of these presentations will focus on the Media functions that will be addressed
2. Print Presentation (15%)
Students will be able to use their own and also the class notes supplied to prepare a presentation that address’s a particular article from the newspapers
3 Electronic Presentation (15%)
Students will be able to use their own and also the class notes supplied to prepare a presentation that addresses a particular TV program
4 Sexton Presentation (15%)
Students will present their planned Sexton paper prior to completion
5 Class Participation (15%)
Assessment Matrix
Element
1. Plan the Purchasing of Media
2. Buy Media
Performance Criteria Assessment Tasks
Cost and Prepare Media schedules in class
PRACT.
ASSIGN. Print media
TEST Electronic media TEST Plan, negotiate and buy media
GROUP PRACT.
ASSIGN.
1.1 Confirm the requirements of the advertising brief.
1.2 Establish the causal relationship between marketing communications and media objectives.
1.3 Determine how the creative strategy and execution will impact on the proposed media strategy.
1.4 Identify how consumer insights relate to media consumption.
1.5 Compare and contrast scheduling alternatives.
Y
Y
Y
Y
2.1 Investigate and evaluate media market conditions.
2.2 Conduct negotiations between suppliers for advertisement/commercial placements/spots.
2.3 Obtain performance guarantees from media suppliers.
2.4 Leverage placement value.
2.5 Review proposed media plan against advertising objectives, schedules and budgets.
Y
Y
Y
Y
3. Evaluate Media Performance
3.1 Investigate pre- and post-media performance/ratings and make any necessary changes to the media plan as required.
3.2 Evaluate media costing data to determine effectiveness in relation to return on investment.
3.3 Compare actual media performance against media plan objectives.
3.4 Compare direct and indirect response rates.
3.5 Determine problems/opportunities in the planning and buying process from differences between planned and actual accomplishments.
3.6 Modify existing, or investigate alternative, media strategies based on media performance data.
Y
Y
Y
Course Overview: Access Course Overview