Course outline. Code: CMN275 Title: Advertising Channel Planning and Purchasing

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1 Course outline Code: CMN275 Title: Advertising Channel Planning and Purchasing Faculty of: Arts and Business School of: Communication and Creative Industries Teaching Session: Semester 1 Year: 2016 Course Coordinator: Irene Visser ivisser@usc.edu.au Phone: (07) What is this course about? 1.1 Course description This course introduces you to the contemporary advertising media channel environment and develops an understanding of channel planning and the strategies employed in the creation and purchasing of integrated advertising campaigns. You will become familiar with the various online and offline media channels including; free-to-air and pay television, radio, print, outdoor, and ambient, as well as the digital environment of online, social media and mobile. You will learn how to develop an advertising channel plan based on an actual client brief, then cost and present that plan to your client. 1.2 Course content an analysis of the current and emerging media channel environment identifying the consumer individual media channel attributes media strategy development media channel purchasing developing a media channel plan professional presentation development 2. Unit value 12 units

2 Page 2 3. How does this course contribute to my learning? Specific Learning Outcomes Assessment Tasks Graduate Qualities On successful completion of this course you should be able to: You will be assessed on the learning outcome in task/s: Completing these tasks successfully will contribute to you becoming: Identify and define the various advertising media channels available; their individual attributes, applications, strengths and limitations Analyse and reflect on the principles of advertising media channel planning Apply methods of analysis to determine the processes involved in the selection of various advertising media channels Critically examine, analyse and evaluate ethical decisionmaking processes in the development of an advertising channel strategy and a fully costed plan, based on an actual client brief Apply industry-standard media metrics in the pre and post evaluation of an advertising channel plan proposal As a member of a student agency media team, use appropriate techniques and strategies to present an advertising channel plan to a client by way of a professional face-to-face presentation and report documentation 1, 2 and 3 Knowledgeable. 1 and 2 Creative and critical thinkers. 2 and 3 Empowered. 3 Creative and critical thinkers. Ethical. 3 Empowered. 3 Empowered. Engaged. 4. Am I eligible to enrol in this course? Refer to the Coursework Programs and Awards - Academic Policy for definitions of pre-requisites, corequisites and anti-requisites 4.1 Enrolment restrictions Nil 4.2 Pre-requisites CMN140 or enrolled in AR541 or AR641 or AR841 or AR643 or AR505 or AR605

3 4.3 Co-requisites Nil 4.4 Anti-requisites Nil Page Specific assumed prior knowledge and skills An understanding of the role of advertising and media communication gained through the completion of introductory Creative Advertising courses 5. How am I going to be assessed? 5.1 Grading scale Standard High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL) 5.2 Assessment tasks Task Assessment Tasks No. 1 Advertising Channel Postings 2 Campaign Channel Strategy Report 3a Client Campaign Channel Proposal Individual or Group Weighting % Individual 30% (3 x 10%) What is the duration / length? 500 words per posting When should I submit? Friday, Weeks 4, 8 and 10 Where should I submit it? SafeAssign Individual 30% 1500 words Friday, Week 6 SafeAssign Group 30% 2000 words Week 13 Face-to-face Presentation 3b Campaign WIP contribution Blackboard Individual 10% As required Week 13 Blackboard 100% Assessment Task 1: Advertising Channel Postings Goal: The purpose of this assignment is to investigate the range of media channels available both online and offline to become familiar with their individual strengths and limitations. You will develop an understanding of the role and effective application, in terms of the strengths and limitations, of the media channels. Specific topics will be posted on Blackboard. Product: Written postings to Blackboard Format: For weeks 4, 8 and 10, you are required to research the subject topic as outlined in the instructions (available on Blackboard) and post a professionally written blog. This is an individual learning task. Each Blackboard posting should be no more than 500 words. Criteria thoroughness of the research and investigation clarity and relevance of findings and argumentation written expression within the word limit Generic skill assessed Skill assessment level

4 Page 4 Information literacy Communication Problem solving Assessment Task 2: Campaign Channel Strategy Report Goal: Product: Format: You will identify and report on a media channel strategy as employed in a recent advertising or media communication campaign of your choice. This will develop your understanding through investigation and analysis of an existing campaign and how different media channel strategies are implemented in the execution of advertising campaign channel communication plans. Report By effectively working backwards from a completed campaign that has gone to market, you will dissect that campaign to identify the advertising channel strategy employed and identify why, in your opinion (supported by research), the strategy was successful (or not) in terms of the execution of the campaign. In line with the integrated nature of today's communication and to facilitate a breadth of investigation, the selected campaign should utilise a minimum of 4 media channels. This is an individual learning task. The report should be no more than 1500 words. You are encouraged to include images and web links. Criteria breadth of research and investigation: you are expected to demonstrate an understanding of channel strategy through investigation of the media campaign of your choice, based on relevant references clarity and relevance of findings: concise identification of the various channels used and the reasons for their inclusion in the campaign quality of thinking: a demonstration of an ability to argue the case convincingly citation: referenced and cited to acknowledge multiple sources of information report layout and presentation: a professionally prepared and presented report document that includes visuals, graphics and charts as appropriate Generic skill assessed Skill assessment level Information literacy Communication Problem solving Assessment Task 3: Client Campaign Channel Proposal Goal: Product: Format: As a team, you will receive a 'live brief' for a media campaign from a client and be challenged to prepare recommendations, plans and costs for an integrated media communication campaign. This proposal will develop your understanding through the creation of an advertising media channel campaign on how to select and integrate the various media channels available in the development of an effective and cost efficient media campaign plan for a real client. Campaign proposal You will work as members of a student agency media team and will receive a client brief that requires you to prepare media channel recommendations for the promotion of a product or service in Australia. Recommendations will address the objectives of the campaign as detailed in the client brief, identifying the channel strategies to be employed, media channel schedules, costs and campaign timelines. In a media agency, each individual member s contribution is critical in terms of the final

5 Page 5 outcome. Hence, you will learn to work as an efficient, effective team. Teams will comprise of up to 6 members. As a team, you will decide on individual roles that replicate those found in professional practice, for example: researcher, strategist, planner, investment trader and team leader. There are two components to this task: (a) Final recommendations (30 percent) will be delivered by the team in a face-toface presentation to their client, supported by a report document of up to 2000 words. (b) WIP (Work in Progress) Report Contribution (10 percent): Each week, agency team members meet to discuss, review and plan campaign development activities. The WIP allows for a fair distribution of work responsibilities and is accountable in that it serves as a formal weekly report by team members of agreed activities. Individual agency team member s contributions to the WIP will be recorded each week and uploaded to the team s File Exchange area on Blackboard on a weekly basis. An end mark out of 10 will be awarded to each team member. A suggested template will be provided. This is an individual student task. Criteria Breadth of research and investigation: an understanding of the client's product or service and the market dynamics. This will include knowledge of competitor activity, the target audience for the product and the behavioural media characteristics of this target segment; Quality of thinking: the ability to argue the case thoroughly and convincingly; Practical application: a demonstrated understanding of how the campaign media channel recommendations can realistically be implemented; Citation: referenced and cited to acknowledge multiple sources of information; Presentation: A professionally prepared face-to-face client presentation involving all members of your agency team that is engaging and convincing, supported by report documentation that is well written and includes visuals, graphics and charts as appropriate. Generic skill assessed Skill assessment level Communication Problem solving Collaboration 5.3 Additional assessment requirements SafeAssign In order to minimise incidents of plagiarism and collusion, this course may require that some of its assessment tasks are submitted electronically via SafeAssign. This software allows for text comparisons to be made between your submitted assessment item and all other work that SafeAssign has access to. If required, details of how to submit via SafeAssign will be provided on the Blackboard site of the course. Eligibility for Supplementary Assessment Your eligibility for supplementary assessment in a course is dependent of the following conditions applying: a) The final mark is in the percentage range 47% to 49.4% b) The course is graded using the Standard Grading scale c) You have not failed an assessment task in the course due to academic misconduct

6 Page Submission penalties Late submission of assessment tasks will be penalised at the following maximum rate: 5% (of the assessment task s identified value) per day for the first two days from the date identified as the due date for the assessment task. 10% (of the assessment task s identified value) for the third day 20% (of the assessment task s identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome. 6. How is the course offered? 6.1 Directed study hours On campus : 1 hour per week On campus : 2 hours per week 6.2 Teaching semester/session(s) offered Semester Course activities To get the most out of this course, it is essential that you attend on-campus lectures and tutorials as well as complete the es and associated exercises. Teaching Week / Module What key concepts/content will I learn? What activities will I engage in to learn the concepts/content? Directed Study Independent Study Activities Activities 1 An Introduction to the Course: an overview of the course and assessment tasks working in teams an overview of media channels and today's consumer the evolving role of the media agency 2 Introduction to Media Planning: Message Delivery Systems Media and Channel Planning The changing face of media and planning - overview of the growth of media and communication channels Principles and procedures for planning media Identifying and leveraging consumer insight (NO tutorials in Week 1) Students form Agency Teams You should familiarise yourself with the Course Outline and the assessment tasks Planning Chapter 1 Research and select a media campaign for review in Assessment Task 2

7 Page 7 3 The Advertising Channel Plan: Setting objectives Identifying target audiences Understanding media consumption Media strategy Media selection Planning and budgeting 4 Friday, 25 th March Good Friday Public Holiday Media and the Consumer: The relationship between media, advertising and the consumer Relationships between audiences and media Media and the buying process Measuring media audiences The questions that media research cannot answer Client Media Campaign briefings Mid Semester Break 5 Media Measurement: How media channels are measured By medium: print, broadcast, outof-home and online Interpreting the data Audience measurement metrics 6 Marketing Strategy and Channel Planning: Situation analysis Competitive media expenditure Analysing data Managing media planning and buying: the role of investment traders 7 Strategic Planning: 'Who, When and Where' - target audience selection, where and when to advertise 8 Monday, 25 th April ANZAC Day Pubic Holiday 9 Monday, 2 nd May Labour Day Public Holiday Strategic Planning: Weighting, reach, frequency and scheduling Principles of Planning Channel Strategies: Media strategy concepts Creative media strategy Choosing media strategies Planning Chapter 2 Planning Chapter 3 Posting 1 on Blackboard for Assessment Task 1 Planning Chapter 4 and 5 Planning Chapter 6 Assessment Task 2 due on Friday Planning Chapter 7 Planning Chapter 8 Posting 2 on Blackboard for Assessment Task 1 Planning Chapter 9 and 10 Posting 7 on Blackboard for

8 Page 8 10 Evaluating Selected Media Channels: Reach, composition and cost efficiency Other media values The evolving channel environment 11 Media Costs and Budgeting: Media costs Media buying issues Allocating an advertising budget 12 Review of Advertising Channel Planning: Preparing final client recommendations Planning for the presentation 13 Client Campaign Channel Plan Presentation Please note that the course activities may be subject to variation. s (allocated for client presentation rehearsals) No classes this week. Client presentations to be scheduled Assessment Task 1 Planning Chapter 11 Posting 3 (final posting) on Blackboard for Assessment Task 1 Planning Chapter 12 and 13 Review text Assessment Task 3 due at the time of the client presentation: Powerpoint presentation and Report documentation 7. What resources do I need to undertake this course? 7.1 Prescribed text(s) Please note that you need to have regular access to the resource(s) listed below: Author Year Title Publisher Sissors, J.Z and Baron, R.B 2010 Planning McGraw Hill, 7 Edn 7.2 Required and recommended readings Lists of required and recommended readings may be found for this course on its Blackboard site in the Weekly materials and in Resources. These materials/readings will assist you in preparing for tutorials and assignments, and will provide further information regarding particular aspects of your course. 7.3 Specific requirements Nil 7.4 Risk management There is minimal health and safety risk in this course. It is your responsibility to familiarise yourself with the Health and Safety policies and procedures applicable within campus areas.

9 Page 9 8. How can I obtain help with my studies? In the first instance you should contact your tutor, then the Course Coordinator. Student Life and Learning provides additional assistance to all students through Peer Advisors and Academic Skills Advisors. You can drop in or book an appointment. To book: Tel: or StudentLifeandLearning@usc.edu.au 9. Links to relevant University policies and procedures For more information on Academic Learning & Teaching categories including: Assessment: Courses and Coursework Programs Review of Assessment and Final Grades Supplementary Assessment Administration of Central Examinations Deferred Examinations Student Academic Misconduct Students with a Disability Faculty specific information LOCATING JOURNAL ARTICLES If you have been notified that the journal articles in this course are available on e-reserve, use the on-line library catalogue to find them. For journal articles not on e-reserve, click on the "Journals and Newspapers" link on the Library Homepage. Enter the journal title e.g. History Australia, then search for the volume and issue or keyword as needed. ASSIGNMENT COVER SHEETS The Faculty of Arts and Business assignment cover sheet can be found on Blackboard or on the USC Portal at: Faculty of Arts and Business (Students) > Forms. It must be completed in full identifying student name, assignment topic, tutor and tutorial time. This must be attached securely to the front of each assessment item prior to submission. Claims of loss of assignments will not be considered unless supported by a receipt. HELP: If you are experiencing problems with your studies or academic work, consult your tutor in the first instance or the Course Coordinator as quickly as possible. DIFFICULTIES: If you are experiencing difficulties relating to teaching and assessment you should approach your tutor in the first instance. If not satisfied after that you should approach in order your Course Coordinator, Program Coordinator then Head of School. General enquiries and student support Student Central Tel: Fax: studentcentral@usc.edu.au