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2021/2022

Media Planning

Code: 103158 ECTS Credits: 6

Degree	Type	Year	Semester
2501935 Advertising and Public Relations	OB	3	2

The proposed teaching and assessment methodology that appear in the guide may be subject to changes as a result of the restrictions to face-to-face class attendance imposed by the health authorities.

Contact

Name:: Aurea Beatriz Gómez Garrido
Email:: Aurea.Gomez@uab.cat

Use of Languages

Principal working language:: catalan (cat)
Some groups entirely in English:: No
Some groups entirely in Catalan:: Yes
Some groups entirely in Spanish:: No

Prerequisites

None

Objectives and Contextualisation

The subject has as main objective to introduce the student in the media planning world and will be mainly based on the following themes:

1.- The role of media planning in advertising and marketing

2.- Main basic concepts of media planning

3.- Scientific methodology applied to media Planning. Main tools and sources of information

4.- The media planning process

5.- Current media landscape: main characteristics, audience profile and trends or evolution in terms of advertising investments

Competences

Demonstrate knowledge of management theories in the management of advertising companies and organisations.
Set communication objectives and design strategies that are suited to the dialogue between brands and consumers.
Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Learning Outcomes

Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
Demonstrate knowledge of the basic principles of negotiating with the media and the purchase of advertising space.
Differentiate the formats for presenting public relations activities (consultancies, special events, fairs, crisis management, publicity, etc.).
Identify the target audience in developing a media plan.
Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Content

1. Current status of media planning (5%). The figure of the media planner. Media planning in the marketing process. Future trends. Media digitalization. Brief overview: audiences and investments. Planning process.

2.- Basic Concepts of Media Planning (55%). Explanation of the essential concepts to understand, analyze and make decisions related to media. 20 essential concepts related to the audience, the effectiveness, the strategy and the media cost. Basics of digital planning

3.-Sources of information and Media Planning tools (20%). Information needs in planning in relation to target, market and media. Main sources and suppliers of information and knowledge in the market.

4.-Market situation of the media (20%). Evolution of the national and international advertising market in terms of audiences and investments. Profiles and characteristics of the main mass media. Current negotiation basics.

Students will obtain by this way a global vision of media planning to make optimal decisions when designing and assessing the effectiveness of a media campaign.

Methodology

Theoretical sessions -10% - 15 hours. Master classes

Seminars - 10% - 15 hours. Practical activities and case studies

Laboratory practices - 15% - 22.5 hours. Practical group activities

Tutorials - 5% - 7.5 hours. Face-to-face or group activities oriented to the development of knowledge in practical situations and the resolution of learning problems

Autonomous - 55% - 82.5 hours. Comprehensive reading of texts and study, search of sources of information, basic bibliography, exercises and practices.

Evaluation- 5% - 7.5 hours. Final face-to-face examination + expositions of practices in class.

Annotation: Within the schedule set by the centre or degree programme, 15 minutes of one class will be reserved for students to evaluate their lecturers and their courses or modules through questionnaires.

Activities

Title	Hours	ECTS	Learning Outcomes
Type: Directed
Exercices	22.5	0.9	1, 5, 2, 3, 4
Seminars	15	0.6	1, 5, 2, 4
Theory	15	0.6	1, 5, 2, 3, 4
Type: Supervised
Tutorial Classes	7.5	0.3
Type: Autonomous
Practice	82.5	3.3	1, 5, 2, 4

Assessment

The subject consists of the following evaluation activities: Practices (50% on the final grade), assistance to class and participation (& seminars) 15% on the final grade and a final exam mix of theory and exercices (35%). All the activities have to be approved to be able to get a final grade of the subject.

The calendar detailed with the content of the different sessions will be presented on the day of presentation of the subject. It will be uploaded to the Virtual Campus, where students will also be able to access the detailed description of the exercises and practices, the various teaching materials, and any necessary information for the proper follow-up of the subject.

REVALUATION ACTIVITIES

The student will be entitled to the revaluation of the subject if he or she has been evaluated of the set of activities the weight of which equals a minimum of 2/3 of the total grade of the subject.To have access to revaluation, the previous grades should be minimum a 3,5.

Assessment Activities

Title	Weighting	Hours	ECTS	Learning Outcomes
Exam	35%	2.25	0.09	1, 5, 2, 4
Practice	50%	4.5	0.18	1, 5, 2, 3, 4
Seminars	15%	0.75	0.03	1, 5, 4

Bibliography

Carrero, Enrique; González Lobo, Mª Angeles. Manual de planificación de medios. ESIC Editorial (Madrid, 1997).

Colin McDonald. Advertising reach and frequency: maximizing advertising results through effective frequency. Ntc Business Books (1995).

Donnelly, William J. Planning media: strategy and imagination. Prentice Hall (New Jersey, 1996).

Gesky, Ronald D. (2013): Media Planning & Buying in the 21st Century. Marketing Communications LLC. ISBN: 978-1481938723

Goodrich, William B., Sissors, Jack Z. Media planning workbook: with discussion and problems. Ntc Pub Group (1996).

Jones, John Philip (ed.): The advertising business. Operations, Creativity, Media Planning, Integrated Communications. Sage Publications (Thousend Oaks, 1999).

Martínez Ramos, Emilio. El uso de los medios de comunicación en marketing y publicidad. Akal (Madrid, 1992).

Pérez-Latre, Francisco Javier: Curso de medios publicitarios. Newbook Ediciones (Pamplona, 1997).

Pérez-Latre, Francisco Javier: Planificación y gestión de medios publicitarios. Ariel Comunicación (Barcelona, 2000).

Philip Jones, John. When ads work: new proof that advertising triggers sale. Lexington Books (1995).

Sánchez Revilla, Miguel Angel. ¿Dónde está mi competencia? Cómo utilizar y realizar de la forma más positiva el análisis de competencia en publicidad. Infoadex (Madrid, 1998).

Sharp, Byron (2010): How brands grow. What marketers don’t know. Oxford University Press. ISBN: 978 0 19 557 356 5

Sharp, Byron (2017): Marketing: Theory, Evidence, Practice. Oxford University Press. ISBN: 978-0195590296

Sissors, Jack Z., Baron, Roger B. (2010). Advertising media planning. McGraw-Hill. ISBN: 978-0-07-173890-3

Additional bibliography

Alonso Coto, Manuel (2008). El plan de marketing digital. Blended marketing como integración de acciones on y offline. Prentice Hall. Pearson Educación.

Arroyo Vázquez, N. (2009). “El uso profesional de las redes sociales”. Anuario Think EOI 2009. EPI SCP, pp 145-152. Disponible en web: http://dialnet.unirioja.es(servlet/articulo?codigo=3013069

Beerli, A y Martín JD. (1999). Técnicas de medición de la eficacia publicitaria. Editorial Ariel, Barcelona.

Berganza Conde, Mª Rosa; Ruiz San Román, José A. (2005). Investigar en comunicación. Guía práctica de métodos y técnicas de investigación social en comunicación. Ed. Mc Graw Hill

Cheong.Y., de Gregorio, F., Kim, K. 2010, December. The Power of Reach and Frequency in the age of digital advertising. Offline and online media demand different metrics. Journal of Advertising Research. 403-415

Corbetta, Piergiorgio. 2007. Metodología y técnicas de investigación social .Madrid, Editorial McGraw Hill.

Ries, Al. Trout, Jack (1993). The 22 immutable laws of marketing. Harper

Sharp, Byron (2013): Marketing: theroy, evidence and practice. Oxford University Press.

Steel, Jon (2007). The perfect pitch. The art of selling ideas and winning n ew business. John Wiley & Sons. New Yersey

Wimmer, Rogger D. y Dominick, Joseph R. (1996). La investigación científica de los medios de comunicación. Una introducción a sus métodos. Bosch Casa Editorial, Barcelona.

Young, Anthony (2010). Brand Media Strategy. Integrated Communications Planning in the digital Era. Palgrave Macmillan

http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

http://www.aedemo.es

http://www.aimc.es

http://www.anuncios.es

http://www.comscore.com/esl/Productos/Audience_Analytics

http://www.google.es/intl/es/analytics/

http://www.iabspain.net/glosario/

http://www.infoadex.es/InfoAdex_Resumen_Est_Inv_2013.pdf

http://www.integration-imc.com/pdf/MCA-System-Brochure-Latest.pdf

http://www.integration-imc.com/pdf/MCA-System-Brochure_V1.pdf

http://www.kantarmedia1.es/sections/product/panel-audiencia