CAB240 - Advertising Media Planning

Outline information
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Last revision date 2018-04-10 12:20:31.27
Last review date 2018-04-10 12:20:47.158

Subject Title
Advertising Media Planning

Subject Description
This subject is an up-to-the-minute introduction to advertising media planning - the act of placing creative messages on proper outlets to sell something. Emphasis will be on consumer media and how the student can become part of this exciting aspect of advertising. Students will be introduced to the new dramatic changes that are causing current marketers to turn from traditional media forms like radio, television, newspapers, and magazines - to smaller one-way communication vehicles of direct marketing, telemarketing, television shopping networks and the Internet. The key learning outcome is to teach students the specific planning process that will make these new delivery systems successful.

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 an advertising budget.
2. Describe the methods of determining the size of an advertising budget.
3. Analyze and differentiate among media "objectives", "strategies" and "executions".
4. Apply the analytical and evaluation skills to evaluate the role of computer software in the planning and buying of media time and space.
5. Identify and describe specific classifications of Canadian newspapers, magazines, radio, television, out-of-home, direct response and internet advertising.
6. Compare the advantages/disadvantages of Canadian newspapers, magazines, radio, television, out-of-home and direct response advertising.
7. Use and reference basic terminolgy in the use of all media options available in Canada.
8. Use standard formulae in calculating the buying of time and space in Canadian media.
9. Develop an elementary Media Plan.
10. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
11. Understand the purpose of, and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

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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 Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.