Subject details

  • Topics
    • The media industry - structure and stakeholders (including client, agency, outlets, planners and buyers)
    • Data sources used in audience segmentation, targeting, measurement and post-testing
    • The main elements of a strategic media plan, including objective, strategies, tactics, purchase and negotiation
    • The advantages and disadvantages of different media types
    • Placement within specific media
    • The use of planning software and basic numeracy skills in the design of contemporary strategic media plans
    • The use of traditional, digital and convergent media
  • Study resources
    • Instructional Methods
      • Disscusion forum/Discussion Board
      • Embedded Multimedia
      • Online Quizzes/Tests
      • Online assignment submission
      • Podcasting/Leacture capture
      • Web links
    • Print Materials
      • Welcome letter
    • Online Materials
      • Printable format materials

Students who successfully complete this subject 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 - Assignment 1 — Minor (20%)
  • Assignment 2 - Assignment 2 — Major (35%)
  • Assignment 3 - Exercises — Class exercise (3) (45%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject

Entry Requirements

Equivalent Subjects

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

  • SWI-ADV302

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

  • SWI-ADV10001
  • SWI-ADV100

Special requirements

No special requirements

This subject 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 subject 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 subject

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