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2021/2022

Strategic Advertising Media

Code: 103161 ECTS Credits: 6
Degree Type Year Semester
2501935 Advertising and Public Relations OT 4 0
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

L'assignatura és la continuació natural de l'assignatura de Planificació de Mitjans del tercer curs de Publicitat. 

Objectives and Contextualisation


The main objective of the course is to introduce the student into the strategic media planning world. To achieve this goal, the subject will focus on:

1.- Characteristics of the different mass media in order to carry out a correct media selection in a media strategy.

2.- Creativity related to media research & formats.

3.- Research skills related to media briefings.

4.- The importance of the target understanding.

5.- Being able to create a correct media strategy (strategic decision), based on certain objectives.

6.- Public presentations practice.

Competences

  • 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

  1. Analyse the principles that lay the foundations for effectiveness analysis (cost-impact ratio).
  2. Demonstrate knowledge of the basic principles of negotiating with the media and the purchase of advertising space.
  3. Identify the target audience in developing a media plan.
  4. Show leadership, negotiation and team-working capacity, as well as problem-solving skills.

Content

1.- Qualitative and quantitative characteristics of the advertising media: Press, Magazines, Radio, Cinema, Exterior, Internet, Television

2.- Media Strategy Development: Briefing, Situation Analysis, Media Strategy, Media Selection, Tactics, Media Selection, Negotiation, Evaluation, Post Campaign Monitoring and Analysis

3.- Case Studies: Examples of Media Strategies

4.- Media Negotiation Techniques

5.- Tactical Planning

Methodology


The methodology of the subject is organized around theoretical and practical sessions oriented to the presentation of a final project.

30 hours of directed sessions (theory and seminars),20%

80 hours of Autonomous Work (internship and final work),53%

32.5 hours of supervised sessions (tutorials and practices), 22%

7.5 hours of evaluation sessions. Practical presentation and final work, 5%

 

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      
Seminars 15 0.6 1, 4, 2, 3
Theoretical Classes 15 0.6 1, 3
Type: Supervised      
Practice 25 1 1, 4, 2, 3
Tutorial Classes 7.5 0.3 4
Type: Autonomous      
Practice 80 3.2 1, 4, 2, 3

Assessment

The evaluation of the subject will be based on the evaluation of the practices and the attendance and participation to class (50%), seminars (readings, 10%) + the presentation of a final project that will compute in 40% for the final grade. 
All the activities will have to be passed to qualify for the final evaluation of the subject. The attendance to the follow-up tutorials of the final work and to the presentation of this are mandatory. REEVALUATION ACTIVITIES The last three weeks of the course will be devoted to reevaluation activities. Students 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 parts of the total grade of the subject.
To have access to revaluation, the average previous grades should be of minimum of 3.5 The student who makes any irregularity (copy, plagiarism, identity theft, ...) that can lead to a significant variation of the qualification of an evaluation act, will be qualified with 0 this act of evaluation. In case of several irregularities, the final grade of the subject will be 0

Assessment Activities

Title Weighting Hours ECTS Learning Outcomes
Final Project 40% 2.25 0.09 1, 4, 2, 3
Practice 50% 5.25 0.21 1, 4, 2, 3
Seminars 10% 0 0 1

Bibliography

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

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).

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

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

 

 

Complementary 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

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

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

Sharp, Byron (2013): Marketing: theory, 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

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

 

Others

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

http://www.marketingnews.es

http://www.mckinsey.com/insights/marketing_sales/beyond_paid_media_marketings_new_vocabulary

http://www.prnoticias.com/index.php/periodismo/1134-reportajes-pr/20110368-consenso-sin-precedentes-para-medir-el-consumo-online-en-toda-espana-iy-ahora-que

http://www.google.co.uk/think/tools/media-planning-toolkit.html

www.warc.com/

Software