Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: MKTG7167C

Course Title: Develop a media plan

School: 650T TAFE Business

Campus: City Campus

Program: C5226 - Diploma of Advertising

Course Contact : Sally Parrott

Course Contact Phone: +61 3 9925 5175

Course Contact

Name and Contact Details of All Other Relevant Staff

Teacher: Liz Eades ... email:

Nominal Hours: 60

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


Course Description

This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation. It may also apply to someone working within a direct marketing role who is responsible for planning media requirements for direct marketing campaigns or offers.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV507A Develop a media plan


1. Define media requirements

2. Select media vehicles

3. Determine the media schedule

4. Produce a media plan

Performance Criteria:

1.1 Identify the target audience characteristics from the advertising brief and prepare a detailed consumer profile which uses the same terms as those used to describe media audiences
1.2 Analyse product market factors to determine the reach and frequency requirements of advertising media selected
1.3 Analyse the creative requirements of the advertising message and determine the media implications
1.4 Identify media merchandising requirements from the advertising brief
1.5 Confirm the media budget and identify legal and voluntary constraints

2.1 Weigh up the relative merits of identified media vehicle alternatives taking past media performance into account
2.2 Evaluate and test new or alternative media vehicles with other advertisers and against proven vehicles
2.3 Select media vehicles that target the required audience, meet media requirements and fulfil merchandising requirements within budget
2.4 Select media vehicles that meet the creative, reach and frequency requirements of the advertising message to be achieved within the budget
2.5 Ensure selected media vehicles meet legal and ethical requirements

3.1 Ensure the duration and timing of the media schedule meet the requirements of the advertising brief
3.2 Determine the distribution of messages over the duration of the schedule to meet the requirements of the advertising brief
3.3 Create a media schedule to the satisfaction of the advertiser
3.4 Develop alternative media schedules for the advertiser within the budget
3.5 Determine testing schedule for the media plan and continually modify media plan in accordance with results obtained

4.1 Create a media plan which defines the media requirements of the advertising brief and provides evidence to support each requirement
4.2 Specify the recommended media and vehicle/s, and the rationale for their selection in the media plan
4.3 Ensure the media plan contains a budget allocation per medium per advertising period
4.4 Identify the anticipated impact of the advertising and measures to assess its effectiveness in the media plan

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to interpret an advertising brief to develop a media plan within a given budget.

Details of 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, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Teaching Schedule

Week 1 : Introduction:
Lecture: Introduction to media planning
Tutorial: Forming groups for Assessment 1

Week 2: Preparing your response
Lecture: Collecting your data, formulating the plan and selecting coverage
Tutorial: Assessment workshop

Week 3: Define Media Requirements:
Lecture: Aligning Target Audience characteristics with consumer profiles
Tutorial: In-class competency activity

Week 4: Defining media objectives:
Lecture: Reach, Frequency, Timing, Continuity
Tutorial: Assessment workshop

Week 5: Media Strategy Development:
Lecture: Message development, Media Selection / Characteristics
Tutorial: BDI/CDI, Cost Efficiency of media vehicles, Schedule Plans

Week 6: Media Strategy Development:
Competition, Budget, Other Considerations, Assessing the Planning Wheel

Week 7: Industry Client Briefing Session
(Industry Guest and advertising agency)
Lecture: Sexton Briefing by Industry Client
Tutorial: Discussions regarding brief provided by the client

Week 8: Lecture: Sexton Question session
Tutorial: Starting Sexton project

Week 9: Lecture: Media Options
Tutorial: Online Activity

Week 10: Lecture: Media Options
Tutorial: Sexton Workshop & Assessment 1 feedback

Week 11: Lecture: Media Options
Tutorial: Sexton Workshop

Week 12: Lecture: Media Options
Tutorial: Sexton Workshop

Week 13: Lecture: Recap content of Sexton sections
Tutorial: Sexton Workshop

Week 14: Lecture: Hand in Assessment to Level 13
Tutorial: Sexton Workshop

Week 15: Lecture: Hand in Assessment to Level 13
Tutorial: In-class Activity

Week 16: Feedback & Review (any oral resits)

Learning Resources

Prescribed Texts


Other Resources

Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
Arens, Weigold, & Arens, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing.
Sissors, Baaron, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
Parente, Advertising Campaign Strategy, A Guide to Marketing Communication Plans, Fourth Edition, Thomson Publishing
Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education

Internet – publisher and media supplier websites
Software and Databases – Asteroid, GNPD/Euromonitor, Factiva and other industry related software and databases.

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

Assessment 1:
Group assessment (3-4 people)
Worth: 40%
Due week: 7 – 12.30pm
Working in teams of 3 or 4, students will receive a brief in class in Week 1 and will be required to respond to the brief with a written media plan (as per attached outline).

Assessment 2:
Individual assessment
Worth: 60%
Due week: 14 – 12.30pm
Students will receive a verbal and written brief in class of Week 7 by a client. Students will be required to respond to the brief with a written media plan (as per attached outline) in Week 14.
This assessment will require students to utilise all their skills for not only media planning, but scheduling.

Assessment Matrix

Course Overview: Access Course Overview