University of Wisconsin Green Bay Fall 2013

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1 University of Wisconsin Green Bay Fall 2013 Course: COMM 366: Media Planning and Selling Days: TR Time: 11:00 AM 12:20 PM Location: MAC 217 Credit Hours: 3 Instructor: Bryan Carr, Ph.D. carrb@uwgb.edu Office: MAC C327 Office Hours: MW 9:00-12:00 AM, F by appointment Required Text Warner, C. (2009). Media selling: Television, Print, Internet, Radio (4 th ed.). Malden, MA: Wiley- Blackwell. Additional readings will be posted on D2L. You will be expected to keep up with the goings-on in the broadcast sales industry via the site links provided in the Content section. Overview This course examines the processes and systems of electronic media sales, such as radio, television, cable, and the Internet. Specifically, it is concerned with the media sales profession from the perspective of the media outlet and its representatives. It focuses on the techniques and terminologies used in the profession and offers the opportunity for hands-on, first-person experience with local clients and media outlets. Course Objectives As a student in this course, you will Demonstrate knowledge of the terminologies used in electronic and digital media sales. Demonstrate knowledge of the major strengths and weaknesses of competitive advertising and sales media Demonstrate an understanding of the psychological (character) traits most desired in a salesperson Analyze ratings in a meaningful way for the purposes of audience targeting Participate in the direct sales process and prepare an appropriate sales proposal to a prospective client. Perform a client portfolio and needs analysis for a potential sales client. Demonstrate knowledge of current trends and sales methods of traditional, digital, interactive, and emerging media. Special Requirements Off-campus travel to meet with clients and media professionals is required.

2 Course Policies: 1. Attendance: You will be expected to show up to work in the real world, and this class is no exception. Let me make it clear: attendance is mandatory for this class. You will start off with 50 points for the semester and you will lose 10 for every unexcused absence. Repeated unexcused absences may be grounds for lowering your overall course grade. However, if you have a valid, documented reason family emergency, illness, etc. I will work with you. You will be responsible for any work, notes, or assignments you miss; s to me asking what we covered in class will go deleted and unanswered. 2. Participation: Participation is mandatory. You are expected to contribute to the discussion of the material in order to help both your own understanding and that of your fellow students. 3. Civility: Civility and decorum are expected at all times. You are welcome to your own opinion and encouraged to express it, but you must do so in a mature and sincere manner. You must also make sure your opinions are informed and well-supported this is not your personal soapbox. 4. Personal electronics: I love cell phones! They re great. But they are to be turned off or set to silent in the classroom. You will get one warning and then disciplinary action will be taken. Laptops and tablets can be used to take notes, but any student caught using these devices to do anything other than take notes (browse ESPN, Facebook, play games, etc.) will be required to put it away immediately. 5. Assignment Due Dates: All assignments must be completed on the date assigned. Unexcused late assignments will be docked one full letter grade for every day they are late (i.e. an assignment that is 1 day late cannot do better than a B, 2 days late is a C, and so forth). Keep in mind that I assign this penalty first before I actually sit down to grade, and your final grade will likely be lower. If you do not appear for a group presentation or group assignment without a valid excuse, you will receive a zero. No exceptions, no excuses. 6. Cheating/Plagiarism: As aspiring young professionals, you are expected to be honest in all academic work, consistent with the academic integrity policy as outlined in the UWGB Code of Student Conduct. You may read the code in more detail at All work must be appropriately cited if it is borrowed from another source. Unauthorized collaboration on projects or the presentation of someone else s work warrants plagiarism. Students found to commit intentional acts of dishonesty will receive a failing grade in the course and will be referred for appropriate disciplinary action through University of Wisconsin System policy. The UWGB Writing Center can help you with this issue with style guides and plagiarism handouts available at 7. Changes to the syllabus: The syllabus is a living document and I reserve all rights to change it as necessary for the operation of the course. While I will do my best not to change test dates or deadlines, the syllabus and course outline may be amended at any time. You will be informed of any and all changes at least one class period in advance. 8. Communication expectations: You are expected to check your campus and D2L account regularly. Internet access will be a requirement to succeed in this course. If you do not have Internet access, visit a lab on campus regularly. I will answer any s sent to me within 24 hours after receiving them during the week. On the weekend, I will respond within 48 hours.

3 9. Grading: You will be expected to stay up to date with your grades on D2L. If there is a problem with your grading or you are having difficulty with the class, the onus is on you to come to my office hours or schedule an appointment for assistance. I will not help you if you do not ask for it. All assignments must be typed and double-spaced using proper APA 6th Edition format if you wish to receive full credit. Margins should be no greater than one inch and type size should be no greater than Extra Credit: There are no planned opportunities for extra credit in this course. 11. Special Needs: This course is built upon providing an equal opportunity for all students to excel. If you need certain accommodations of any nature due to a disability under the terms of the Americans with Disabilities Act or Section 504 of the Rehabilitation Act of 1973, please discuss these needs with me no later than the end of the first week of class and I will work with you. If you require reasonable accommodation for a documented disability, contact Student Services and the Disability Services Office, who will provide the appropriate information to the professor. 12. Student Bereavement: Students who experience the death of a loved one can receive special accommodations and adjusted deadlines for assignments depending on their circumstance. All requests must be made through the Dean of Students office. You can find more on this policy at Assignments: Additional information for each assignment will be provided prior to its assignment as necessary. 1. Exams (3x100 points): Students will be given three non-cumulative objective exams covering each of the five main concept areas as well as foundational communication theories and concepts. Questions may include but are by no means limited to multiple choice, true/false, and matching questions and will cover both lectures and reading. 2. Client Portfolio/Needs Analysis (200 Points): You will conduct an interview with a representative for a local client in which you will analyze their situation and needs that can be addressed by media advertising. More details will be provided upon assignment. 3. Local/National Spot Ad Survey (150 Points): You will conduct a thorough analysis of local or national media, depending on your client and their reach. You will analyze ads across radio, broadcast television, cable television, the Internet, and print and look for what is being promoted in your client s area and the benefits advertisers are touting. More details will be provided upon assignment. 4. Detailed Client Advertising Proposal (200 Points): Working with a local broadcaster, you will craft a detailed marketing plan that summarizes your station s information, your client s background, makes an argument for advertising in your chosen medium and on your chosen station, and proposes a viable campaign plan given the parameters of your business and the assignment. 5. Oral Presentation (100 Points): Each student will present their Client Advertising Proposal in a brief presentation in front of their fellow classmates as though they are presenting the proposal to the client. You will be required to defend your proposal and answer any questions that are asked of you. 6. Attendance/Participation (50 Points): See Course Policies above.

4 Grade Breakdown: Exams Client Portfolio/CAN Spot Survey Client Advertising Proposal Oral Presentation Attendance/Participation Total: 300 Points 200 Points 150 Points 200 Points 100 Points 50 Points 1000 Points Grade Scale: A: 92%+ AB: 89-91% B: 82-88% BC: 79-81% C: 72-78% CD: 69-71% D: 60-68% F: 59% and Below Course Schedule Please read the chapters under each week prior to that week s classes. Additional readings will likely be assigned in class. Schedule is subject to change. Week 1 (1/28-1/30) Introduction and Course Overview What does it mean to sell media? Steps and types of selling Read: Syllabus, Warner Ch. 1-2 Week 2 (2/4-2/6) Sales Ethics What Makes Successful Salespeople? Read: Warner, Ch. 3-5 Assign: Client Portfolio/Needs Analysis Week 3 (2/11-2/13) Assign Clients Sales skills: Listening, creating value, identifying problems Read: Warner, Ch. 8-9 Week 4 (2/18-2/20) The CNA interview what to do, what to expect Exam #1 (Take-Home) Read: Warner. Ch. 7

5 Week 5 (2/25-2/27) Media Advertising and Marketing Assign Media Outlets Read: Warner, Ch. 15 and 17 Week 6 (3/4-3/6) Radio Advertising Meet with media outlets Read: Warner, Ch. 21, RAB resources Due: Client Portfolio/CNA Week 7 (3/11-3/13) TV Advertising Meet with media outlets Read: Warner, Ch. 18, TVB resources Assign: Local/National Spot Ad Survey Week 8 (3/18-3/20) SPRING BREAK Week 9 (3/25-3/27) Print and Internet Advertising Exam Review Due: Local/National Spot Ad Survey Read: Warner, Ch Assign: Client Advertising Proposal Week 10 (4/1-4/3) Exam #2 Media Research and Targeting Read: Warner, Ch. 16 Week 11 (4/8-4/10) Campaigns and Media Comparisons Generating solutions and developing proposals Read: Warner, Ch. 10 and Ch. 23 Week 12 (4/15-4/17) Making and Closing the Sale Read: Warner, Ch Week 13 (4/22-4/24) Service after the sale Time management and working with multiple accounts

6 Read: Warner, Ch. 13 and Ch. 24 Week 14 (4/29-5/1) Oral Presentations Due: Client Advertising Proposal Week 15 (5/6-5/8) Finish Oral Presentations Course Recap Exam Review FINAL EXAM: TUESDAY, MAY 13 10:30-12:30 PM!