CAB240 - Advertising Media Planning

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Last revision date May 13, 2020 12:07:43 PM
Last review date May 13, 2020 12:07:43 PM

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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