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Advert ising Media Planning and Buying Journalsm 322 0 1 MWF 12:05-12:50p Instructor: Ginny Stuesser Office: Andersen 2222/Phone: 472.1906/Email: email@example.com Office Hours: MWF 9:55a-10:45a; MW 1:10p-2:00p; other times via e-mail. Prerequisite: Journlsm 220 Foundations of Advertising Text: Azzaro, Marian (2008), Strategic Media Decisions (2nd Edition). Chicago, IL: The Copy Workshop (rental) ISBN-10: 1-887229-33-7. Required Equipment: Basic cheap calculator (able to compute basic math functions and percentages; graphing not needed). Recommended Reading/Websites: (for topical discussion in class) See D2L “links.” Course Description: While most marketing or advertising majors do not plan a career in media buying, it’s a discipline that is very important. Media budgets constitute 85% of an advertising budget. Client-side Brand managers need to know whether their media dollars are being allocated appropriately to meet sales goals which they’re accountable for. Agency principals and account executives need to develop a multi-disciplinary plan that encompasses branding, creative and media. Art directors and writers need to understand the benefits each media have in providing the correct environment for the creative message. Media sellers need to understand what motivates their buyers. Moreover, if media isn’t executed properly, the entire campaign fails; no matter how brilliant the positioning and creative are. Your career may lie in the hands of the media buying department. Expectations: It’s my duty to prepare you for a real-life job within the Advertising/Marketing field. Therefore, I will expect the professional behavior that you will need to succeed in the workplace: Be On Time – Chronic lateness will result in a lower participation grade. Pay Attention – You are expected to turn off your cell phones and pagers, pay attention and not distract others Show up for Class – Attendance is mandatory. You are allowed only 2 unexcused absences for any reason, further absences will result in point penalties to your grade. Class Participation is graded every four weeks, and absences will be reflected in that grade, as well as your verbal contribution in class. My policy for excused absences is that you must inform me prior to class, if at all possible. Excused absences include participation in a university-sanctioned event, the death of a family member, incapacitating illness and natural disaster. I will most likely want written verification to support your excuse. You will be required to complete all assignments as posted. Deadlines - Deadlines are an essential part of a career in advertising. Failure to meet them is associated with the loss of important clients and termination from a job. Therefore, late assignments will NOT be accepted (unless special circumstances at the judgment of the instructor prevail). They’re due at the beginning of the class period. Class Environment – Collaborative. Please do your readings prior to coming to class, since we will often have interactive discussion on class topics. Think of examples that relate to the readings. Listen and ask intelligent questions. Often, we will work on in-class assignments. Peruse the trade websites on D2L. Original Work - Original thinking, rationale and analysis will be given premium credit in this course. You are encouraged to take an original position, and defend it with solid research and strategy. Plagiarism will not be tolerated. . Accuracy in budget and rating point calculations will be expected. Grammatical and spelling errors will discount your grade. Teamwork – Agency personnel often work in teams, therefore this skill is important. When you’re working in a team, you’re expected to be an equal partner. Given the small size of the lab, it’s apparent who is pulling their weight and who isn’t. Different members within a team may receive different grades according to their contribution, and instructor’s discretion. Problems within a group should be reported to the instructor. HEIDE 309 Computer Policy – You’re expected to be working on your assignment for this class. If you’re doing other school work or web surfing, you will be marked absent for the day since you’re not really participating in class. If you have spare time after an assignment is completed, read the ad blogs under the “Links” section on D2L. Special Needs – Please inform me of any ADA or CSD accommodations you may require. Grading: Assignments: 30% Exams: 25% Class Participation: 25% Media Plan/Buy Final Presentation: 20% New 300 Level Grading Scale: 93-100 A 90-92 A- 87-89 B+ 83-86 B 80-82 B- 77-79 C+ 73-76 C 70-72 C- 67-69 D+ 63-66 D 60-62 D- 59 and below F UWW Standard Policies: The University believes that academic honesty and integrity are fundamental to the mission of higher education and of the University of Wisconsin System. The University has a responsibility to promote academic honesty and integrity and to develop procedures to deal effectively with instances of academic dishonesty. Students are responsible for the honest completion and representation of their work, for the appropriate citation of sources, and for respect of others' academic endeavors. Students who violate these standards are subject to disciplinary action. UWS Chapter 14 identifies procedures to be followed when a student is accused of academic misconduct. For additional information, please refer to the section in the Student Handbook titled, Student Academic Disciplinary Procedures. The University of Wisconsin-Whitewater is dedicated to a safe, supportive and non- discriminatory learning environment. It is the responsibility of all undergraduate and graduate students to familiarize themselves with University policies regarding Special Accommodations, Academic Misconduct, Religious Beliefs Accommodation, Discrimination and Absence for University Sponsored Events (for details please refer to the Schedule of Classes; the “Rights and Responsibilities” section of the Undergraduate Catalog; the Academic Requirements and Policies and the Facilities and Services sections of the Graduate Catalog; and the “Student Academic Disciplinary Procedures (UWS Chapter 14); and the “Student Nonacademic Disciplinary Procedures" (UWS Chapter 17). Administrative Drop Policy Please note that the Administrative Drop Policy for courses enrolled in at UW-Whitewater has changed. Faculty will no longer process any automatic course drops. If you wish to drop a course(s), it is your sole responsibility to go into WINS to drop the course(s). Even if you fail to attend class during the first week of a semester, you still must drop the course(s) on WINS. The deadlines for dropping a course(s) are listed in the timetable, and can be found on the university's academic calendar. Any student failing to drop a course(s) within the deadline periods will still receive a grade in the course(s) he/she is enrolled in. Class Schedule – Advert ising Media Planning/Buying Week Date Topic Read/Do for Today 1 January 20 Introduction to Class January 22 Intro to Media Buying Do Media Diary over weekend 2 January 25 The World of Media Chapter One January 27 January 29 Lab Assignment: Print Evaluation 3 February 1 The Media Age Chapter Two February 3 February 5 Lab Assignment: Radio Evaluation 4 February 8 Media Methods Chapter Three; February 10 Lab Assigment: Television Evaluation February 12 5 February 15 Creative Media Analysis Chapter Four February 17 Lab Assigment: Out of Home February 19 6 February 22 Modern Media Planning Chapter Five February 23 February 25 7 March 1 Buying and Selling Media Chapter Six March 3 Lab Assignment: Local Market Profile March 5 8 March 8 Local Media Mix/Planning Chapter Seven March 10 In Class Work Present Local Market Profile March 12 9 March 15 No Class – Advising (Communications classes only) March 17 March 19 10 March 29 Niche and Specialty Markets Chapter 8 March 31 April 2 11 April 5 Media’s Changing World Chapter 9 April 7 New Media Technology Lab: Buying/Selling Media April 9 Chapter 10 12 April 12 Media in Cyberspace Media Seller’s Presentations April 14 April 16 13 April 19 Labwork – Final Media Plan April 21 April 23 14 April 26 April 28 April 30 15 May 3 Presentation Labwork May 5 Possible Presentation Day May 7 Possible Presentation Day 16 May 10 **Final Presentations – Section Two Each team is limited to 10 minutes! 3:15-5:15p Schedule is subject to change. **Official Exam Date for this class.
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