Media Planning
Code: 103158 ECTS Credits: 6| Degree | Type | Year |
|---|---|---|
| 2501935 Advertising and Public Relations | OB | 3 |
Contact
- Name:
- Aurea Beatriz Gomez Garrido
- Email:
- Aurea.Gomez@uab.cat
Teachers
- Tatiana Gonzalez Mascaraque
Teaching groups languages
You can view this information at the end of this document.
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
Learning Outcomes
- CM25 (Competence) Formulate a suitable media strategy as a result of the application of negotiation techniques.
- KM28 (Knowledge) Recognise advertising companies as business units to understand their role in the communication industry.
- SM23 (Skill) Apply the basic principles of media planning for the negotiation and purchase of advertising space, while considering the benefit-cost ratio.
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.
Activities and Methodology
| Title | Hours | ECTS | Learning Outcomes |
|---|---|---|---|
| Type: Directed | |||
| Exercices | 22.5 | 0.9 | CM25, KM28, SM23 |
| Seminars | 15 | 0.6 | CM25, KM28, SM23 |
| Theory | 15 | 0.6 | CM25, KM28, SM23 |
| Type: Supervised | |||
| Tutorial Classes | 7.5 | 0.3 | CM25, KM28, SM23 |
| Type: Autonomous | |||
| Practice | 82.5 | 3.3 | CM25, KM28, SM23 |
The calendar will be available on the first day of class. Students will find all information on the Virtual Campus: the description of the activities, teaching materials, and any necessary information for the proper follow-up of the subject.
Classes will be a mix of theory and practice. Each session will begin with the debate or analysis of some lectures. There will a specific homework each week (lecture or exercice), and 4 group activities will be devoloped during the semester.
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.
Assessment
Continous Assessment Activities
| Title | Weighting | Hours | ECTS | Learning Outcomes |
|---|---|---|---|---|
| Exam | 35% | 2.25 | 0.09 | CM25, KM28, SM23 |
| Practice | 50% | 4.5 | 0.18 | CM25, KM28, SM23 |
| Seminars | 15% | 0.75 | 0.03 | CM25, KM28, SM23 |
CONTINUOUS ASSESSMENT
The evaluation of the subject will be based on the evaluation of the practices, which will compute 50%, the attendance to class and participation in seminars (15%) and a final exam that will compute 35% for the final grade. All activities must be passed to opt for the final evaluation of the subject.
The detailed calendar with the content of the different sessions will be exposed on the day of presentation of the subject. It will also be uploaded to the Virtual Campus where students can find the detailed description of the exercises and practices, the various teaching materials and any information necessary for the proper follow-up of the subject.
RECOVERY OF CONTINUOUS ASSESSMENT
The last three weeks of the course will be dedicated to re-evaluation activities. Students will have the right to retake the subject if they have been evaluated of the set of activities whose weight is equivalent to a minimum of 2/3 parts of the total grade of the subject.
In order to be able to present to the recovery of the subject, the average grade of 3.5 must be obtained. Both the practices and the final exam can be recoverable.
SINGLE ASSESSMENT
The single assessment system of the subject is based on the following percentages:
A) 40% Theoretical test. You must be approved (5 or more) to pass the subject (independent condition)
B) 30% Resolution of 3 case studies / practices
C) 30% Delivery of a final project with theoretical exercises
A (40%) + B (30%) + C (30%) ' 100% FINAL GRADE OF THE SUBJECT
RECOVERY OF SINGLE ASSESSMENT
Students will have the right to retake the subject if they have been evaluated of the set of activities whose weight equals a minimum of 2/3 of the total grade of the subject.
In order to be able to present to the recovery of the subject, the average grade of 3.5 must be obtained. Both the theoretical test and the resolution of the practical cases can be recoverable.
PLAGIARISM
In the event that the student commits any irregularity that may lead to a significant variation in the grade of an evaluation act, this evaluation act will be graded with 0, regardless of the disciplinary process that may be instructed. In the event of several irregularities in the evaluation acts of the same subject, the final grade of this subject will be 0.
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.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.mckinsey.com/insights/marketing_sales/beyond_paid_media_marketings_new_vocabulary
http://www.google.co.uk/think/tools/media-planning-toolkit.html
Software
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Language list
| Name | Group | Language | Semester | Turn |
|---|---|---|---|---|
| (PLAB) Practical laboratories | 51 | Catalan | second semester | afternoon |
| (PLAB) Practical laboratories | 52 | Catalan | second semester | afternoon |
| (TE) Theory | 5 | Catalan | second semester | afternoon |