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Advertising Media Planning and Buying


									                    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:
           Office Hours: MWF 9:55a-10:45a; MW 1:10p-2:00p; other times via e-mail.

Journlsm 220 Foundations of Advertising

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.

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
        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.

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
       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!

      Schedule is subject to change. **Official Exam Date for this class.

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