CAB460 - Advanced Media Planning

Outline information
Schools offering this subject
Last revision date Sep 30, 2019 12:00:22 AM
Last review date Dec 2, 2019 12:15:20 AM

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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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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.