Course Title: Develop a media plan

Part B: Course Detail

Teaching Period: Term2 2012

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 Email:sally.parrott@rmit.edu.au


Name and Contact Details of All Other Relevant Staff

Teacher: Elizabeth Eades (Liz)

Email:elizabeth.eades@rmit.edu.au

Time will be provided during the Tutorial sessions each week for individual student questions.

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

None

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

Element:

1. Define media requirements

Performance Criteria:

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
 

Element:

2. Select media vehicles

Performance Criteria:

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
 

Element:

3. Determine the media schedule

Performance Criteria:

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
 

Element:

4. Produce a media plan

Performance Criteria:

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

Learning activities will be weekly throughout scheduled class time.  Class schedule is 1 + 3 hours.


Teaching Schedule

  

Week 1

 

Course Induction

Global Media Outlook

Week 2

 

 

Digital Media

Group Assessment briefing

How to complete a Media Plan

Week 3

 

Digital Media

Setting Media Objectives

Week 4

 

Digital Media

Brand Develop Indes

Week 5

 

 

Digital Media

Developing a media strategy

Creating a Media Schedule

Week 6

 

 

 

Media Usage

Creative Message analysis

Media Planning

Budget Summary development

Week 7

 

Complete Group Assessment

Client Briefing

Week 8

 

Traditional media options

Outdoor, POS, Exhibitions & Trade Fairs

Week 9

 

Traditional media options

TV and Cinema

Week 10

 

Traditional media options

Radio

Week 11

 

Traditional media options

Newspaper and magazine

Week 12

 

Traditional media options

sponsorship

Week 13

 

Complete individual assessment

 

Week 14

 

Complete Individual Assessment

 

Week 15

 

Revision

 

Week 16

 

Quiz

 

  


Learning Resources

Prescribed Texts

There is no single recommended text for this subject.
Lecture notes in the form of Powerpoint slides will be available on line; along with in class activities
   


References

The following texts will be useful for reference for specific topic areas.
• Adverting Principles and Practice, Australasian Edition, Wells, Spence-stone, Moriarty, & Burnett, Pearson Prentice-Hall, Australia, 2008
• Contemporary Advertising, Arens, Weigold & Arens, Eleventh Edition, McGraw Hill Irwin, 2008
• Advertising and Promotion, An Inegrated Mrfketing Communications Perspective, Belch & Belch, McGraw-Hill Irwin, 2007
• Advertising Media Planning, Sissors & Baron, 6th Edition, McGraw Hill, 2002   


Other Resources

Students should be aware of current marketing, promotion, advertising, and general business issues through regular reading of the business sections of major newspapers and magazines. Particular publications that should be consulted on a regular basis are such as:

• Newspapers: - The Australian, The Age, Australian Financial Review, Herald –Sun

• Business Magazines: - Ad News, Australian Business, B & T, Business Review Weekly (BRW)

• Online industry informational sites: www.mumbrella.com.au

• Marketing (UK), Professional Marketing, The Bulletin.

• Other Journals & Publications: - Journal of Marketing, Harvard Business Review, Journal of Marketing Research. The University subscribes to a number of electronic databases, to which students have access, both on campus and from your home Internet access. Students should make sure they are aware of all the latest databases and websites that the Library have subscribed to and have found through their own research to be of value to marketing students. The Library has also identified useful company sites for advertising students.


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
Media Plan
Due:Week 6

Instructions:
•This assessment is a group assessment providing students with a “practice run” for the major individual assessment
•Students will be provided a “mock” client brief in class Week 2
•In groups of 2 or 3, students are required to complete a media plan that delivers on the brief.
•The assessment is accessed through the BlackBoard / Assessments / Group Assessment / Group Media Plan
•Students MUST follow the outline provided
•Students must be present for the in-class group activities as contribution to the group assessment

Marking Guide:
The marking guide is available on BlackBoard under Group Assessment.


Assessment 2
Individual Assessment
Media Plan
Due:Week 14

Instructions:
•Students will be provided a client brief Week 8 by a visiting media agency and their client.
•The brief will be provided during the scheduled tutorial time. All students must attend. The briefing session takes approximately 15-20 mins with an additional 10 mins for questions by students. It commences promptly at the start of the scheduled class time.
•Special Note: The briefing session is not recorded and the client or agency does not visit again for questions. Therefore, students are expected to attend in order to receive all the information they will need to respond to the brief. Students are encouraged to ask their questions at the briefing session.
•Completing this assessment individually, students must follow the same format, layout and instructions as was provided for the Group Assessment (Assessment 1)
•The assessment is accessed through the BlackBoard / Assessments / Individual Assessment / Individual Media Plan
•Remember to follow the outline provided (Refer “Tips to Writing a Media Plan”)


Marking Guide:
Marking guide is the same as Assessment Task 1 – no change. Available on BlackBoard

 

Assessment 3
Individual Assessment
Online Quiz
Due:Week 16

Instructions:
•Quiz will open from 1.30pm to 4.30pm Thursday 25 Oct 2012
•1 hour to complete from opening the quiz
•A combination of multiple choice, true/false, fill in the blank, mix ‘n match
•Open book
•ATTENTION! Only one (1) attempt allowed (where a student is deemed NYC, they will be required to sit a supplementary assessment in week 17 between 1.30pm and 4.30pm)

Marking Guide:
Students must get all 20 questions correct to be deemed competent.


Additional notes to students:
All three assessments must be passed in order to pass the course. If a student receives an NYC for any assessment, or part of an assessment, they will not be deemed competent for the course and therefore will receive an overall grade of NYC.


 


Assessment Matrix


Required SkillsAssessment  - covered via Assessment 1, 2 and 3
•communication skills to consult on the media schedule
•evaluation skills to compare and weigh advantages of one medium over another, and to match characteristics with media requirements
•literacy skills to interpret the characteristics of different media and to match them to the requirements of the advertising brief.

Required KnowledgeAssessment  - covered via Assessment 1, 2 and 3
•Data analysis and matching techniques
•legal and ethical requirements relating to the advertising industry
•organisational products and services offered
•organisational budget and resource constraints
•principles and characteristics of advertising media, types of media and advertising strategies
•identification and overview knowledge of key provisions of relevant legislation from all levels of government that affects business operations, codes of practice and national standards, such as:
•anti-discrimination legislation
•consumer protection laws
•copyright legislation
•ethical principles
•fair trading laws
oprivacy laws
oTrades Practices Act
•terms for describing media audiences

Elements/performance criteriaAssessment - covered via Assessment 1, 2 and 3
1.Define media requirements
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.Select media vehicles
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.Determine the media schedule
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.Produce a media plan
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

Course Overview: Access Course Overview