Advertising Media Planning And Purchasing - 2016

Unit summary


  • Level of Study: Undergraduate Level 3
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP3
  • Availability for 2017: SP3
  • Assessment: Assignment 1 (20%) , Assignment 2 (35%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

This unit aims to introduce students to the fundamentals of advertising media planning and buying.

At the completion of this unit students will be able to:

  1. Articulate mass media and itscontribution tosuccessful advertising.
  2. Exerciseevaluation ofspecific media–includingprint, broadcast, outdoor,digital, interactive andsocial –intermsof meeting specific advertisingobjectives.
  3. Apply media planningand buyingstrategies,and the information sourcesavailable toassistmedia decision making.
  4. Articulate audience measurementtermsand statisticsused tosupport mediarecommendations and post campaign analysis
  5. Establish and applykey planningcriteria when recommendingand evaluatingmediacampaigns.
  • Assignment 1 (20%)
  • Assignment 2 (35%)
  • Tutorial topics (45%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • ADV302 — Advertising Media Planning And Purchasing

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Why media are important
2Learning the language of media
3Learning about media costs
4The media and their characteristics
5How marketing objectives impact media planning
6Defining the target audience
7Geography's role in planning
8Seasonality & timing
9Creative implications
10Competitive analysis
11Setting media communication goals
12How to prepare an advertising media plan
13Evaluating an advertising media plan
14Matching media to the total brand plan
15Developing test plans
16What to look for in media execution

This unit is delivered using the following methods and materials:

Instructional Methods

  • Discussion Forum/Discussion Board
  • Embedded Multimedia
  • Online Quizzes/Tests
  • Online assignment submission
  • Podcasting/Lecture capture
  • Web links

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.
This unit does not have a prescribed textbook(s).

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