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Advertising Media Planning And Purchasing
Undergraduate | SWI-ADV30001 | 2018
Course information for 2018 intake
Determine the key elements of advertising media planning and buying. Recognise how print, digital, outdoor and broadcast mediums can be used to hit different advertising objectives. Assess existing campaigns and learn how to develop test plans.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Prior study needed
- Duration
- -
HECS-HELP and FEE-HELP available
Advertising Media Planning And Purchasing
About this subject
Students who successfully complete this subject will be able to:
- Critically evaluate mass media and its contribution to successful advertising
- Evaluate specific media – including print, broadcast, outdoor,digital, interactive and social – in terms of meeting specific advertising objectives
- Analyse and apply media planning and buying strategies, and the information sources available to assist media decision making
- Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
- Establish and apply key planning criteria when recommending and evaluating media campaigns.
- 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
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
- Assignment 1 — Minor (20%)
- Assignment 2 — Major (35%)
- Exercises — Class exercise (3) (45%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Prior study
You must have successfully completed the following subject(s) before starting this subject:
one of
SWI-ADV10001 (Not currently available)
SWI-ADV100 (Not currently available)
Equivalent subjects
You should not enrol in this subject if you have successfully completed any of the following subject(s) because they are considered academically equivalent:
SWI-ADV302 (Not currently available)
Others
You must also complete four (4) Level 2 subjects before starting this subject.
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
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