ADVERTISING MEDIA PLANNING
COM 352-2—Fall 2004
T & Th 11:30 am - 12:45 pm, CP127
Instructor: Dr. Kuen-Hee Ju-Pak
Office: College Park (Nutwood/Commonwealth) 460-14
Office Hours: T & Th 12:45 pm – 2:15 pm (Fullerton)
M 2:45 - 3:45 pm (El Toro, #259)
Phone: 714-278-7006 (Fullerton); 949-936-1791 (El Toro)
E-mail: kjupak@fullerton.edu
Course website: http://commfaculty.fullerton.edu/kjupak
Catalog Description
Planning, execution and control of advertising media programs. Basic data and
characteristics of the media. Buying and selling process, techniques, and
methods in media planning process.
Audience measurement and media
analysis. Prerequisites: Comm 350 with "C" or better and junior standing.
Course Objectives
In a broad sense, the course is designed to enlarge your knowledge of the mass
media in the United States and to acquaint you with how advertisers plan,
evaluate, and use these media. More specifically, the objectives of the course
are:
(1) to give you a basic understanding of the problems involved in making media
decisions and how such decisions relate to the overall advertising and
marketing process;
(2) to familiarize you with information sources available for media decisionmaking, to evaluate the data provided by those sources, and to provide an
opportunity for you to develop skills in using a number of those resources;
(3) to develop an understanding of various media and audience concepts as they
are applied in practice to planning and evaluating an advertising media plan;
(4) to provide a case in which you will evaluate a media plan developed for an
actual brand, applying your knowledge obtained from this course.
Required Texts and Notes
Sissors & Bumba (SB), Advertising Media Planning, 6th Edition, NTC Business
Books.
Ju-Pak, Course Notes Packet, Comm 352, Available at the course Web site
(under Course, Comm 352, Course Notes).
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Course Requirements and Grading
Grading weights and due dates are shown in the table following.
You are
expected to meet all deadlines, and no late work will be accepted. No e-mailed
assignment will be accepted unless it is approved and submitted at least a week
in advance. Note: all course related materials are available in the first week of
the semester at the course site.
Exams--Bring Calculator & 882-ES Form
Mid-Term, Oct. 14
Final, Dec. 16, 12:00-1:50 pm
450 Points
200
250
Media Plan Critiques
300 Points
Situation Analysis (Part 1) Critique & Peer Evaluation
Oct. 19
150
Media Recommendations (Part 2) Critique & Peer Evaluation
Nov. 30
150
Discussion Participation (Oct. 26 & Dec. 7) up to –30 pts per critique
Pearls of Wisdom Presentation (scheduled Sept. 14 – Dec. 8) 150 Points
POW Presentation (You need to schedule this ASAP; see POW memo and POW
Topics List in “Assignments” of course site)
Attendance/Participation in Class Discussion
100 Points
Note: One letter grade drops for every eight sessions missed
(Attendance is checked at the beginning of each class)
Two exams (mid-term and final) will be given in this course as scheduled. In
general, the exams will consist of multiple choice, true/false questions and
problems, and cover material presented in lecture, readings, and assignments.
Further details on the exam, such as study guide and examples of exam
questions, will be provided in class or in my Web site. No make-up exam will be
given, except for documented illness or documented family emergency. A makeup exam, if given, should be scheduled immediately after the missed exam.
Students will be asked to critique a brand’s media plan done by other students
(student agencies). Given the ideas as to how to make various media decisions
after a careful consideration of facts or factors, you should write two-to-four page
report (single space) critiquing I) situation analysis part of the plan (Due
October 19) and II) media recommendations suggested by the student agency
(Due November 30). You may do this either individually or as a two- or threeperson group. Note: Each group is required to share their ideas or critiques with
class (by participating in the discussion – see Course Outline in this syllabus for
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the critique discussion schedule). For specific requirements and instruction, see
the memo under Assignment section of my course Web site.
In addition, you will be asked to prepare and conduct “peals of wisdom” topic
presentation either individually or as a two-person team. A list of topics from
which you can choose will be distributed in class for you to sign up. See “ POW
Topics List” under Assignment in the course Web site; review the topics and the
relevant textbook pages before you sign up for one. Only one group can sign up
for the same topic. First come, first serve. If you have any questions about
pages, chapters, etc. Please see me immediately. More about this later. The
POW presentation should be in 10 to 15 minutes and in Power-point format. You
need to prepare and distribute the handout (32 copies) to class (the outline of
your presentation with relevant details in MS Word format – see the example).
This (a hard copy and the Word file) and the presentation material (the Powerpoint file) should be submitted on the date of presentation. Make sure your
presentation is ready on the date designated. Try it out with the classroom
computer and projector before the date of presentation to make sure your
material will be free of technological glitches.
In some of the class sessions, there will be discussion of media issues and/or
the critique team work. Such discussion or other in-class activities cannot be
made up, except for documented illness or documented family emergency. In
this case, you should inform me of your absence prior to the date missed.
In your professional life, missing work could mean losing your job. As such, in
this class, attendance is critical and expected. Should you miss seven classes,
your overall grade will drop by one letter. In this course, you are also expected
to show initiative equal to university-level work by participating in the class
discussion and workshops. You should thus be prepared to ask and answer
questions. Please be on time, and come prepared each day.
How You Can Make the Course More Useful
In order to get the most from the course, you should do assigned readings and
complete assignments before coming to class. You will then be prepared to ask
questions, answer questions, and discuss materials; the class will be more
beneficial and fun for all involved. It is also very useful to become informed
about current issues, controversies, and practices in advertising more generally,
and in media planning in particular. You can do this by observing current
advertising campaigns and their use of media vehicles, and by reading the
advertising trade press such as Advertising Age, Adweek, and Mediaweek (and
many other Web advertising resources such as www.adres.internet.com).
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Course Policies
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As a matter of courtesy and professionalism, set your beepers and cell
phones to silent alerts during class time
You are responsible for all notes, in-class handouts or materials. If you
must miss a class, it is up to you to get notes and materials from fellow
students.
You must turn in all out-of-class assignments on time, at the beginning of
class, including your in-class presentation materials with proper
name/label. No late assignments are accepted, regardless of reason.
Computer problems and crashed disks are not valid reasons for late
work. It is a good idea to complete your work in plenty of time in
advance and make frequent back-ups for your work.
Only documented severe medical problems or documented family
emergency are acceptable reasons for missing exams, assignments, or
class activities, and it is your responsibility to make immediate
arrangements with me for make-up work. If a medical emergency arises,
you must notify me in advance of the class and provide verification in
order to be excused and scheduled for make-up work.
See me immediately if you have any difficulties in this course. Do not wait
a week or until the end of the semester to contact me with problems. I’m
always happy to help you in any way I can, but any delay in
communicating directly with me greatly reduces your chances of getting
help.
Any proven case of plagiarism or violation of ethical conduct will result in
immediate failure of the class. In COMM 352, plagiarism includes but is
not limited to: copying from any source and presenting the work as your
own; downloading and using as your own any sentences, paragraphs, or
entire documents off the Internet to fulfill course requirements.
A final Comment
Please always feel free to ask questions in class. The kind of work you will be
doing in this class is often unlike work you have done in other courses. But
don't get discouraged! I once struggled through my first media course too, so I
know the frustration. Don’t hesitate to call, email, or stop by during office hours
(they are all yours!) if you have additional questions, or make an appointment if
office hours aren’t convenient.
Course Outline and Readings
The tentative course outline below indicates the approximate dates when
selected topic will be discussed. Readings for a particular topic should be read in
advance of the date indicated. You are required to bring course packet and
calculator to each class. Check the course site frequently for announcements or
reminders.
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Date
Topic
8/24 Intro to course
8/26-31 Basics, Decision-Making Process
9/7 Media Planning in Changing Times
9/9-14 Marketing/Promo Mix Strategy
9/16 Consumer/Market/Environment
9/21 Consumer/Market/Environment (continued)
9/23 Consumer/Market/Environment (continued)
9/28 Competitive Analysis
9/30 Marketing/advertising Objectives
10/5 Advertising Strategy
10/7 Exam Review
10/12 Group Session for Critique:
10/14 Mid-Term Exam (Intro to Situation Analysis)
10/19-21 Target Markets
10/21 Reach and Frequency
10/26 Critique Discussion
10/28
11/2
11/4
11/9
11/11
11/16
11/18
11/18
11/22-28
11/30
12/2
12/7
12/9
12/16
Readings
SB
SB
SB
SB
SB
SB
1
3, 6(117-131)
7 (172-189)
7(159-167)
7(159-167)
6(132-142)
SB 7 (167-172)
Activity/ Assignment Due
Course Site Review & POW Intro
You must bring course notes
Sign up for Pearls of Wisdom topic
POW #1 (9/14) presentation
Critique Group Info (written) Due
POW #2 & #3
MRI Discussion
LNA Discussion , POW #4
Q&A for the Critique
Bring Exam Guide & Sample Qs
No Regular Class Meeting
Bring calculator and 882-ES form
Situation Analysis Critique
(10/19) Due
SB 8 (206-222)
Only those present are
considered for a special award
Reach and Frequency (continued)
SB 5, SB 7 (189-192)
Reach and Frequency (continued)
SB 5, SB 7 (189-192)
Reach and Frequency (continued)
SB 5, SB 7 (189-192)
Media Mix Strategy
SB 9, SB 10(skim)
Assigning Media Weights and Scheduling
Evaluating/Selecting Media Vehicles
SB 11
Evaluating/Selecting Media Vehicles
SB 11
Selecting Media Vehicles--Major Quant. Criteria SB 4
No Class: Thanksgiving Break
Selecting Media Vehicles--Major Quant. Criteria (continued)
Exam Review
Critique Discussion
Other Media Values & Course Debriefing
Final Exam (12:00-1:50 pm)
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POW #5, #6, #7, #8
POW #9 & #10
POW #11, #12, #13
POW #14
Recommendation Critique Due
POW #15
POW #16, #17
Bring calculator and 882-ES form