Course Title: Buy and monitor media

Part B: Course Detail

Teaching Period: Term1 2014

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

Name and Contact Details of All Other Relevant Staff

Teacher: Liz Eades
Telephone: no contact phone number, please email

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


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


1.Plan the purchasing of media

Performance Criteria:

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


2.Buy media

Performance Criteria:

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


3.Evaluate media performance

Performance Criteria:

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

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

MKTG5818C Buy & Monitor Media, clustered with MKTG5817C Schedule Advertisements

This course is structured to provide students with the optimum learning experience.
Students will participate in a combination of group and individual learning activities. These activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises.
Additional learning activities will also be provided to students to complete outside of scheduled class time.
The concepts learned will be explored through the investigation of real world (agency brief) and simulated environments (case analysis).

Teaching Schedule

MKTG5818C Buy & Monitor Media, clustered with MKTG5817C Schedule Advertisements

 Weekly Schedule

The schedule below is subject to change without notice. It is the students’ responsibility to be aware of any changes to due dates or material delivery. Should any changes be required, these changes will only be communicated during scheduled class time.

WeekWeek CommencingTopicsAssessment
1Feb 10Course Induction
Pre-Training Review
Student checklist
Overview of an Advertising Industry
Online Self Assessment
2Feb 17Newspaper
• Strengths, Weaknesses, Readership, Ad Sizes
• Media Calculation (CPM)
• Online resources regarding newspaper (newspaperworks)
• Introduction to the Media Scheduling
3Feb 24Magazine
• Strengths, Weaknesses, Readership, Circulation, Ad Sizes
• Media Calculation (CPM)
• Comparing Magazine and Newspapers
• Online resources for magazine (Bauer and Pacific etc)
• Media Schedule (Scheduling print media - magazine and newspaper)
Assessment 1 – Group Assessment “check-in” due
4Mar 3Television
• Strengths, Weaknesses, Ad lengths, Costs
• Media Calculation (TARPs)
• Online resources for Television (thinkTV, OzTam etc)
• Media Schedule (Scheduling tv media)
• Introduction to media analysis – Consumer Profiling (Demographics, Value Segments and Segmentation Variables)
5Mar 10Radio
• Strengths, Weaknesses, Radio listening and ratings, buying Radio Time, Average / Cume, Radio syndication and combinations, Ad lengths, Costs)
• Media Calculation (Reach, Frequency, CPM)
• Online resources for Ration (Nielsen ratings, CRA etc)
• Media Schedule (Scheduling radio)
• Introduction to media analysis – Consumer Profiling (using geo-demographic profiling tools)
(Public Holiday Monday 10 March 2014 - Labour Day)
6Mar 17Internet
• Strengths, Weaknesses, Ad sizes, Calculating costs
• Media Calculation (CPC, CPM, CPA)
• Online resources for Internet (AIMIA, IAB etc)
• Media Schedule (Scheduling internet)
• Introduction to media analysis – Consumer Profiling (using Asteroid)
7Mar 24Cinema
• Strengths, Weaknesses, Ad sizes, Calculating costs)
• Media Calculation
• Online Resources for Cinema – Val Morgan
• Media Schedule (Scheduling cinema)
• Introduction to media analysis – Consumer Profiling (using Asteroid)
Group Negotiation task (mandatory class)
8Mar 31Out of Home (OOH)
• Strengths, Weaknesses, Ad sizes, Calculating costs)
• Media Calculation
• Online Resources for OOH (MOVE, ooh!, APN etc)
• Media Schedule (Scheduling OOH)
Group Negotiation task (mandatory class)
9Apr 07Miscellaneous media (in-store, direct, sales promotion)
• Media Calculation
• Media Schedule (Miscellaneous media)
Assessment 1 – Group Assessment Part A & B due
10Apr 14Evaluating Media Performance
• Metrics of evaluation
(Friday 18 April Public Holiday)

Mid Semester Break
Friday 18 April to Friday 25 April (inclusive)

 11  Evaluating Media Performance
• Metrics of evaluation
• Feedback on Assessment 1 – Group Assessment
 12  Evaluating Media Performance
• Metrics of evaluation
 13  Review of unit content – bringing it all together 
 14  Finalise Individual Assessments
• Students to bring individual assessments to class to show progress and finalise work
Assessment 2 – Individual Assessment Part A due
 15  • Presentation of Individual Assessment
• Grades & Course Feedback
Assessment 2 – Individual Assessment Part B due
 16  • Presentation of Individual Assessment
• Grades & Course Feedback
Assessment 2 – Individual Assessment Part B due

Learning Resources

Prescribed Texts

There is no prescribed text for this unit. Lecture and Tutorial materials will be supplied on Blackboard.
Students will require access to Microsoft Word, Excel and PowerPoint.


•Arens, Weigold, & Arens, 2008, Contemporary Advertising, 25th Edition, McGraw-Hill Publishing, USA
•Belch and Belch, Advertising and Promotion, 6th edition, McGraw-Hill Publishing.
•Sissors & Baaron, 2010, Advertising Media Planning, Sixth Edition, McGraw Hill Publishing
•Wells, Spence-stone, Moriarty, Burnett, Advertising, Principles and Practice, Australasian Edition, Pearson Education •Internet – publisher and media supplier websites
•RMIT Library Databases –GNPD / Euromonitor, IbisWorld, MarketLine, Factiva and other industry related databases.

Other Resources

The following websites are recommended for further reading:

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

MKTG5818C Buy & Monitor Media, clustered with MKTG5817C Schedule Advertisements

Assessment 1 – Group Assessment (Prepare, Negotiate and Book a Media Schedule)

Due: “Check-in”: 5pm day of scheduled class time Week 4
Final Submission (Part A and B): 5pm day of scheduled class time Week 9
Weighting: 50%

In groups of 2 OR 3, students will be required to complete a Case Analysis.
The Case will directly relate to a students’ ability to demonstrate their skills in the areas of preparing and costing a media schedule, booking advertising time/space and lodging advertisements. The assessment has two parts:
Part A: Construct a situation analysis and media selection (25%)
Part B: Negotiate and accurately prepare and cost a media schedule. (25%)
The Case will be made available in Week 1. In order to complete the required tasks, students will conduct research into various media costs and media specifications. The time required to complete this assessment, along with the complexity of the task will require students to invest approximately 2-3 hours per week outside of the scheduled class times.
Students are recommended to download the case, along with the Assessment 1 Task Instruction booklet at the commencement of semester to familiarise themselves with the content of both documents. As the semester progresses, students will become further familiar with each media and therefore more confident in developing the schedule, and booking and lodging advertising materials.

“Check-in” Week 4:
This assessment contains a “check-in” point in Week 4 where students will submit their progress to date. The check-in will be a “competent” or “not yet competent” feedback for that stage only. The purpose of the check-in point is for students to demonstrate their time and project management skills, along with their ability to structure the report as per the assessment instructions. Feedback on the content of the project will not be provided, only structure, layout, and progress. Where a “not yet competent” is received for the “check-in” point, the work will need to be adjusted as instructed, and may impact the final grade of the completed project in Week 9.

Progress through the assessment:
It is important for students to note that Part B builds on the content of part A. Therefore, it is strongly encouraged, where students are seeking a strong final grade, Part A of the assessment be completed no later than end of Week 6 in order to progress to Part B. Students should note that Part B is conducted during tutorial class time in Weeks 7 and 8 – it critical for all team members to be present. If the group has not completed Part A by end of Week 6, or a member is not present for the tutorials in Week 7 and 8, this will substantially impact on the groups’ ability to participate in the activities during the tutorial sessions, resulting in a significant impact on the final grade for the assessment.

Due Date:
The final assessment (Part A and B) will be due by 5pm of the scheduled tutorial class in Week 9.
Where the assessment at the final submission is deemed competent, the work will be graded and written feedback will be provided. Where “not yet competent” is received, a grade will not be provided, and a resubmit will be required within 10 working days of the feedback being uploaded into Blackboard. It is the students’ responsibility to monitor blackboard to be aware that the feedback has been posted.

Peer Assessment:
Students should note this assessment is peer assessed. Students whose peers assessed them to have contributed at lower levels to the rest of the group (in either Part A or Part B) and cannot demonstrate equal contribution if requested by the teacher, may have their individual final grade reduced.

Word count and Referencing:
Word count must be +/- 10% of 2,500 words - body of report only (excluding title page, TOC, Appendices).
All reports submitted must be fully referenced using the RMIT Business Referencing System and be written applying a formal report style.
Further details in relation to the task can be found on the Course Blackboard under Assessments.

Assessment 2 – Individual Assessment (Evaluation of a Media Campaign)

Due: Presentation Document: 5pm day of scheduled class time Week 14
Presentation: Week 15 and 16
Weighting: Total 50%

Students will be provided a case study that highlights several media activities and the campaign results.
The task will require students to individually review the contents of the campaign case using a variety of campaign metrics, to evaluate the performance of the campaign, determining how well it met the media objectives, marketing objectives and media plan.
The assessment is broken into two parts:
Part A: Prepare the evaluation (35%)
Part B: Present an overview of the findings and recommendations (15%)
The evaluation will require students to assess the campaign results using a variety of media metrics. The evaluation must identify how well the overall campaign delivered against the objectives and planned media. Students are then required as a result of their evaluation to make recommendations for improvement on the campaign.
The second stage of the assessment (Part B) requires students to present a summary of the evaluation, findings and recommendation. Student will present for 5 to 7 minutes. The presentations will occur during weeks 15 and 16 lecture and tutorial schedule class time. It must be completed using Microsoft PowerPoint, placing detailed information in relation to the evaluation within the notes area of each slide.
Due date:
The presentation must be uploaded in Week 14 by 5pm of scheduled tutorial time.
It is important that students pay close attention to the presentation schedule will be made available at the end of Week 13. Students must be present for the entire “block” they are presenting within. So that the presenting student is not disrupted, students can only enter and exit the room during the scheduled break. Where a student arrives late, or does not attend without the required extension of time request or special consideration, the student will be deemed not yet competent and receive a maximum grade of pass for that part of the assessment once proven competency.
Further details and instructions in relation to the tasks can be found on the Course Blackboard under Assessments.
Submission Requirements for all assessments:

Assessment tasks need to be submitted via Blackboard. A hard copy may be required as well but where possible all assessments must also be submitted electronically

Reports to be submitted in a Microsoft Word .docx (media schedules to be saved as Microsoft Excel .xlsx) and presentations must be saved in Microsoft PowerPoint .pptx. All assessments must be uploaded to assessment tab in your course blackboard shell by required date. Work sent by email will not be marked. Work submitted after the deadline and without one of the forms below will not be accepted or marked.

Assessment deadline extensions:
Ensure that you submit assessments on or before the due date. If you think you might not make the due date due to special circumstances beyond your control, you must apply for an application of extension time BEFORE the due date:
You can apply for an extension of seven or fewer days from the original due date for submission of assignments, projects, or essays. You must lodge it no later than one working day before the original submission due date. See link below for eligibility criteria and forms.

If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms for extension time and special consideration can be found at:;ID=ls0ydfokry9rz.

Always retain a copy of your assessment tasks (hard copy and soft copy).
When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. Cover sheets for submission of work is available from the Student forms website.

It is the student’s responsibility to check their results and complete resubmissions by deadline set (usually within 2 weeks of receiving feedback/results). Students are entitled to one re-submission per assessment. All resubmissions will be marked to competent or non-competent only, no grades will be given. All resubmissions must be received by week 16.

Assessment Matrix

Critical aspects of assessment
Collectively across both units of competency, BSBADV404B Schedule Advertisements and BSBADV406A Buy & Monitor Media, in order to pass this competency, evidence of the following is essential:
• 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
• planning, purchasing and evaluating the performance of media used in communicating marketing objectives in at least one advertising campaign.
Assessment 1
Assessment 2

Course Overview: Access Course Overview