CAB460 - Advanced Media Planning

Outline information
Schools offering this subject
Last revision date 2016-11-30 13:50:31.944
Last review date 2016-11-30 13:50:55.88

Subject Title
Advanced Media Planning

Subject Description
This subject was designed for students selecting the "Business Stream" to develop a detailed understanding of media planning on multiple levels. Topics will include factors affecting the media budget, scheduling, ratings, rankings, and classifications, plus career opportunities in media. In addition, students will employ research data from A.C. Nielsen Media Research, Harris Media Systems, BBM, Audit Bureau of Circulations (ABC), Canadian Circulations Audit Board (CCAB), Television Bureau (TVB), Radio Bureau of Canada (RBC) and the Print Measurement Bureau (PMB) in the development of advertising media strategy and planning.

Prerequisites: CAB240, CAB328, CAB340

Co-requisites: CAB444, CAB450, CAB470

Credit Status
Creative Advertising Diploma Program

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

1. Be familiar with the various media research services and products that are available to media planners in Canada.
2. Be aware of and understand the different media planning information that each service can supply to the medial planner.
3. Have had hands-on actual experience in using these tools to build more targeted media schedules.
4. Be able to compare the cost differences for a medium or media mixes to deliver the same Reach or Frequency targets.
5. Be able to compare the amount of time required for each medium or media mix to deliver similar Reach or Frequency levels.
6. Be able to determine when the Reach curve is maximized and the Frequency component starts to accelerate.
7. Be able to present these differing media evaluations and analysis as recommendation to illustrate their strengths and benefits.
8. Have had actively participated individually, and as part of teams, in the workshop presentations/exchanges and the assignments that will be a part of each.
9. Have attended all of the classes, met all of the 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.