CAB460 - Advanced Media Planning

Outline information
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Last revision date 2018-01-26 21:38:54.669
Last review date 2018-01-26 21:38:54.669

Subject Title
Advanced Media Planning

Subject Description
This subject is designed for students selecting the " Strategic Stream" to develop a detailed understanding of media planning on multiple levels. Topics will include factors affecting the media budget, scheduling, ratings, plus career opportunities in media planning and media research.  In addition, students will be introduced to and employ research data from Vividata), A.C. Nielsen Media Research, Television Bureau (TVB), C.O.M.B., IAB and Comscore in the development of an Integrated Marketing Communications Strategy and Plan. 

Credit Status
Creative Advertising Diploma Program

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

  1. Know, understand and be able to describe the various media research services and tools available to media planners and buyers in Canada.
  2. Know, understand and be able to use specific media planning tools to build more targeted media schedules.
  3. Be able to compare effectiveness and cost efficiency differences for different media and for different vehicles within each medium based on desired Reach and Frequency targets.
  4. Be able to present these differing media evaluations and analysis as recommendations in a media plan.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

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.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

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.