Advertising Media Planning And Purchasing - 2018

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 2017: SP3
  • Availability for 2018: SP3
  • Assessment: Assignment 1 - MInor (20%) , Assignment 2 - Major (35%) - Learn more

Unit provided by

2018 Fees
Domestic 3,070.00
Domestic continuing 1,465.00
HECS 1,368.00
International 3,320.00
International continuing 1,715.00

Tuition fees are reduced for continuing registered SWI students.
Please login to view the applicable amount.

This unit provides students with an introduction to the process of evaluating media options and purchasing or placing strategic communications in media outlets. This includes selection of media vehicles, scheduling media weighting, negotiating and buying, positioning and measuring the media buys impact on the targeted audience. The emphasis is primarily on paid-for-advertising media, though other areas of online and offline opportunities will be covered. The unit provides the foundation in the study and application of media planning in advertising, marketing and public relations.

Please note: assessment values are indicative only: details will be advised at the start of the unit

Students who successfully complete this unit will be able to:

  1. Critically evaluate mass media and its contribution to successful advertising
  2. Evaluate specific media – including print, broadcast, outdoor,digital, interactive and social – in terms of meeting specific advertising objectives
  3. Analyse and apply media planning and buying strategies, and the information sources available to assist media decision making
  4. Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
  5. Establish and apply key planning criteria when recommending and evaluating media campaigns.
  • Assignment 1 — MInor (20%)
  • Assignment 2 — Major (35%)
  • Exercises — Class excercise (3) (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.

You must also complete four (4) Level 2 units before starting this unit.

This unit addresses the following topics.

1The media industry - structure and stakeholders (including client, agency, outlets, planners and buyers)
2Data sources used in audience segmentation, targeting, measurement and post-testing
3The main elements of a strategic media plan, including objective, strategies, tactics, purchase and negotiation
4The advantages and disadvantages of different media types
5Placement within specific media
6The use of planning software and basic numeracy skills in the design of contemporary strategic media plans
7The use of traditional, digital and convergent media

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).

Enquire online

Need to ask a question that's best put down in words?
Make an online enquiry.

Enquire now

Ready to enrol?

Start studying this unit now.


Got a question?

Get an answer from one of our friendly Student Advisors.