CAB240 - Advertising Media Planning

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 01:39:53.167
Last review date 2023-12-04 00:15:13.867

Subject Title
Advertising Media Planning

Subject Description
This subject is an introduction to advertising media planning - the act of placing creative messages    on proper media outlets to sell something. Emphasis will be on consumer media and how the student can understand the principals of strategically selecting, planning and buying the appropriate media platforms for an advertising campaign. 
 
 Students will learn the basic language of media and the relationships between a target market, the message and the media selected. Students will also become familiar with the combining of various media in order to produce a desired outcome as well as how media is measured before and after a campaign. The key learning outcome is to teach students the specific planning process that will make these media recommendations successful in a Media Plan used in an IMC campaign.
 

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Identify the factors affecting the size of a media budget.

  2. Identify specific classifications of Canadian Newspapers, Magazines, Radio, Television, Out-of-Home, Direct Response and Internet/Online Advertising.

  3. Interpret the media planning process and how it leads to a media brief.
  4. Compare the advantages/disadvantages of Canadian Newspapers, Magazines, Radio, Television, Out-of-Home, Direct Response and Internet/Online Advertising.
  5. Use and reference basic planning terminology in the measurement of all media options available in Canada.
  6. Use standard formulae in calculating the buying of time and space in Canadian media.
  7. Analyze and differentiate among media "objectives", "strategies" and "executions".

  8. Develop an elementary Media Plan utilizing a prescribed budget and IMC Plan criteria.

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Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
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Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

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