Spring 2010
Advertising Media: Advrt 335
The absolute basics....
ADVRT 335, Advertising Media meets in Hamilton Hall 210 Mondays, Wednesdays and
Fridays, 2:10-3pm. ADVRT 301, Research and Strategy, is the pre-requisite.
The instructor is Jay Newell, Ph.D. The teaching assistant is Amy Thompson.
Office hours are Mondays and Wednesday, 10:30-11:30am, in 122 Hamilton Hall. I’m happy
to meet with you at other times. E-mail newelljj@iastate.edu or call for an appointment,
(515 ) 294-3445.
The e-mail address for Jay Newell is newelljj@iastate.edu.
Making your transition from media consumer to media planner.
As a consumer of mass media, you are surrounded on a nearly continuous basis with multiple
persuasive communication channels such as magazines, newspapers, television, radio, Internet,
billboards and direct mail. In addition to being a consumer of mass media, you may also be (or plan
on being) a message maker. If so, knowledge of the planning process that drives the selection of mass
media is essential. This course will introduce you to how paid advertising and unpaid media relations
campaigns are planned, budgeted and controlled.
You will be introduced to the following:
(1)
(2)
(3)
(4)
(5)
Mass media and its part in the marketing mix.
Media planning terminology and calculations.
Computer aided analysis of media schedules.
Procedures used to develop a successful media plan and the variables involved in the
media decision process.
The roles of paid advertising and unpaid media such as public relations in campaign
planning.
Competencies you can develop with the Media course:
You’ll become proficient at working with quantitative and qualitative data to develop and
support your arguments for, and sometimes against, the use of paid mass media in
persuasive campaigns. In other words, you’ll become more comfortable working with
numbers and ideas in the planning and execution of mass media campaigns.
Additionally, you’ll become familiar with the strengths and limitations of the syndicated
data sets commonly used for advertising planning. You will develop a deeper
understanding of the various mass media opportunities, both paid and unpaid, which are
commonly used in persuasive campaigns. And perhaps most importantly, you will
develop a sense of the opportunities for creative thought and execution that are available
through the media planning system, and an introduction to the role of technology in
mass communication.
Greenlee School of Journalism and Mass Communication
Iowa State University 1
Spring 2010
Advertising Media: Advrt 335
What you’ll be creating in this class
Personal media log and cover memo. Early in the semester you will be asked to keep track of your
media exposure for a single evening, from 6pm to bedtime. You will then write a one-page cover
memo to me about your media exposure experiences.
Media issues small group presentation. You and an assigned group of two others will make a 10minute presentation in class of an issue that pertains to a current topic in advertising media, and its
implications and relevance to media planning. Peer review of your performance within the group will
be used as part of the grading scheme for this project.
Media Flight Plan workbook exercises. You’ll have the
chance to practice the elements of media planning by
conducting selected workbook exercises. Each assignment
is due at the beginning of class, with no late turn-ins
permitted. The instructions for each exercise are in MFP,
and the exercise forms are provided on our WebCT site.
Individual Case Study. One case study will be assigned to
simulate a real-life environment and to demonstrate your
understanding of media planning skills and the Media
Flight Plan software.
Exams. There will be two exams during the course of the semester that cover material presented in
lectures, labs, assigned readings, assignments, and class discussions. The two exams will be presented
during class, and will combine multiple choice, true/false, brief answer and calculation questions.
Quizzes. We will have four pop quizzes spread throughout the semester. They’ll be brief, with
multiple choice, short answer and T/F questions. There may be a limited amount of calculation, so
bring a calculator to every class.
Media Plan Group Project. The purpose of this project is to
integrate your knowledge of media planning into a real-life
situation. You will be assigned into groups and the group will
work together to design, plan, write, and present a complete media
plan to the class. The group project entails an extensive amount of
work that needs to be conducted throughout the semester. In
other words, don’t let it slide to the last week of class! Peer review
of your performance within the group will be used as part of the
grading scheme for this project.
The Media Plan Group Project has two deliverables: 1) plansbook
that details your strategy and media choices for the campaign, and
2) a presentation that you deliver face-to-face in the classroom and
also on an electronic medium of your choice, such as on-camera
video, audio podcast, or desktop screencast.
Greenlee School of Journalism and Mass Communication
Iowa State University 2
Spring 2010
Advertising Media: Advrt 335
Textbook, Workbook and other resources
Dennis Martin and Robert Coons, Media Flight Plan V, 5th edition,
Deer Creek Publishing, 2006. The MFP workbook allows you to
simulate the sort of media evaluation and purchasing operations of
an advertising agency. We’ll be conducting exercises from the book
throughout the semester, and will use the case studies for some of
our more involved projects. This new version of MFP contains the
password you’ll need to access the online program. The programs
runs on any computer connected to the Internet. Note: The
password is good for a single semester, and is not transferable. If
you have purchased a used copy of MFP V, return it and purchase a
new copy, as you will be unable to access the online account.
Medialifemagazine.com I’ll expect you to keep informed on current conditions in the media industry.
Please sign up for a daily subscription to Medialife Magazine, which is an online report on trends and
news at www.medialifemagazine.com. It’s free. They’ll send you a daily e-mail. Please read each day’s
e-mail, and if an article catches your interest, follow the links to the Medialifemagazine site for the
complete text.
Ephron on Media. Erwin Ephron is a media strategist whose writings form a base of knowing what
we know…and understanding what we don’t know. Selected writings are posted on our WebCT site.
WebCT: On WebCT you’ll find a copy of the syllabus, late-breaking bulletins, some required readings
and the grade sheet. We’ll be using WebCT as a communication tool, so check the site regularly for emails and announcements.
Materials: You will need an inexpensive pocket calculator for executing simple arithmetic
computations. Please bring it to class and exams. You may use the calculator function of a PDA or
cellphone in class if you like, but for obvious reasons, not during exams.
Greenlee School of Journalism and Mass Communication
Iowa State University 3
Spring 2010
Advertising Media: Advrt 335
The A.B.C.’s of this Course
Project Point Summary
Project
Points
Media log and cover memo
5
Mini-Talk on Media Issues Presentation
5
Media Flight Plan Exercises
(10 sets @ 10 points each)
Individual Case Study
100
100
Exams (2 @ 25 points each)
50
Quizzes (4 @ 10 points each)
40
Media Plan Group Project Plansbook
80
Media Plan Group Presentation
20
Peer Evaluation on Group Project
TOTAL:
+/- 25
400
Course Grading
Grade
Total Points
A
374-400
A-
360-373
B+
347-359
B
334-346
B-
320-333
C+
307-319
C
294-306
C-
280-293
D
240-279
F
<240
Greenlee School of Journalism and Mass Communication
Iowa State University 4
Spring 2010
Advertising Media: Advrt 335
Course Policies
Professionalism. Many students plan careers in the communication professions, and I bring many of
the policies of the working world to our class. I will be cheerfully flexible about attendance,
deadlines and exams, as long as you negotiate changes in advance, and don’t take undue advantage of
my flexibility.
Attendance. I expect you to be in class throughout the semester. However, I know that outside
commitments may occasionally intrude on meetings. The solution is simple: if you need to be
elsewhere, let me know in advance, via e-mail. For group work, please provide the same courtesy of
advance notice to your group leader. If you’re a no-show and you haven’t contacted me in advance, I’ll
assume the worst, and act accordingly.
Deadlines. All assignments are due at the start of class. Unless you’ve arranged with me a change in
the deadline, there is no credit for late work.
Make-up exams. If you miss an exam, you will receive a score of zero for that exam unless you’ve
arranged with me in advance to take a make-up exam.
Spelling counts. We all make spelling and grammatical mistakes, and I make more of them than most.
I won’t mind if you point them out to me, and I hope you won’t mind if I mention yours to you.
Please proofread every written word you deliver to me, and pay special attention to E-mail. We’ll all
look better for it.
Citations. You will be expected to use industry sources for research. Do not cut and paste text from
the web or other sources. It is considered academic and professional misconduct. You will look
better, now and in the future, when you 1) interpret the information to meet the needs of the project,
and 2) cite the source. Citations can be simple, for example, “Source: Mediamark 2004.”
University Policies
Accommodations for Disabilities. Students with disabilities are welcome in this class, and
all reasonable accommodations will be made to provide a successful learning experience. If
you have a disability and would like an accommodation, please contact the Iowa State
University Disability Resources office in room 1076, Student Services Building. Their phone
is (515) 294-7220.
Inclusiveness. Every attempt is made to make all Greenlee School of Journalism and Communication
courses non-sexist and multicultural in content. Should I fail to meet this goal, please visit with me,
the School Director or Associate Director.
Academic Honesty. As with many intellectual endeavors, your projects in this class will build on the
writings, thoughts and work of others. Please continue to develop your skills in attributing your
sources. Plagiarism (literary or artistic theft), copying someone else's work without attribution,
cheating on exams, or other forms of dishonesty will not be tolerated, and will result in a failing grade
for the course. Group work will be treated the same as individual work, in which misconduct will be
charged to the group, regardless whether or not all team members were active participants in the
misconduct. As required, cases of dishonesty will be reported to the Director or Associate Director of
the School and ISU Dean of Student's Office for disciplinary actions as outlined in the Student and
Faculty Handbooks. Greenlee School of Journalism and Mass Communication
Iowa State University 5`
Spring 2010
Advertising Media: Advrt 335
Schedule as of 1/5/10
DATE
TOPIC FOR TODAY
Monday 1/11
Course introduction
Wednesday 1/13 Topic: Media and Marketing
Friday 1/15
Topic: Marketing and media terminology
Martin Luther King Day. No class.
Monday 1/18
Wednesday 1/20 Topic: How to Evaluate Media--CPM, CPP, and other
abbreviations
Assignment due today, 2:10:
MFP Exercise 1—Impressions and Ratings (note: the
worksheet for MFP 1 is on WebCT.)
Friday 1/22
Media evaluation, continued
Monday 1/25
READ FOR TODAY
Read one day’s online
edition of
HTUwww.Medialifemagazin
e.comUTH Be prepared to
chat about what you saw.
MFP pages 2-10 (note: don’t
panic if it’s not clear. We’ll
be working on media
terminology throughout the
semester).
Ephron on Media: Brittle
Bones
Topic: Situation analysis
Assignment due today, 2:10:
Media log and cover memo. Format information to be
provided on the course WebCT site.
Wednesday 1/27 Topic: Introduction to MFP.
Note: You must be a registered user of MFP by the
beginning of today’s class.
Friday 1/29
Topic: Assembling a Research Toolbox.
Assignment due today, 2:10:
MFP Exercise 2—Gross Ratings Points, Reach &
Frequency
MFP pages 11-13
Monday 2/1
Ephron on Media:
“Scientific Principles”
Available on WebCT.
Wednesday 2/3
Friday 2/5
Topic: Diversity and media planning--race, class,
gender.
Assignment due today, 2:10: MFP Exercise 2A: GRPs,
Reach & Frequency
Exam 1 Review
MFP Exercise 3: Cost Per Thousand & Cost Per Point
Exam 1
Greenlee School of Journalism and Mass Communication
Ephron on Media: Media
Malpractice. Available on
WebCT
Iowa State University 6`
Spring 2010
Advertising Media: Advrt 335
Monday 2/8
Guest speaker: Dennis Martin, author, Media Flight
Plan
Ephron on Media: CPM.
Available on WebCT.
Wednesday 2/10 Market Research. Guest Speaker: Michael Irwin, Flynn-MFP 16-28
Wright Advertising, Des Moines.
Student presentation: www.census.gov
Friday 2/12
Topic: Market Analysis BDI and CDI
Media Plan Individual Case study briefing
Monday 2/15
Topic: Major Media Types—Radio and Television
What TV Ratings Mean.
Student presentation: CAB
Available on WebCT.
Assignment due today, 2:10 pm. MFP Exercise 4: Using
Mediamark Syndicated Consumer Research
Wednesday 2/17 Topic: Ratings, HUTs, and Share
Ephron on Media: Teaching
Student presentation: TIVO
tap to the elephant.
Assignment due today, 2:10pm: MFP Exercise 5: Using Available on WebCT
Index Numbers to Select Target Audiences
Friday 2/19
Topic: Radio and Television (conclusion)
WebCT: Radio Marketing
Media Plan Group Project Assigned
and Fact Book, pgs. 4-8,
Student presentation: RAB
30-34
Monday 2/22
Topic: Major Media Types—Outdoor, Transit
Student presentation: Outdoor Advertising Association
Assignment due today, 2:10: MFP Exercise 6: Category
and brand development indices
Student presentation: Addressable TV Advertising
Wednesday 2/24 Speaker: tbd
Friday 2/26
Topic: Reach and frequency decision models
Assignment due today, 2:10: MFP Exercise 8:
Competitive spending analysis
Monday 3/1
Topic: Emerging electronic media.
Student presentation: Interactive Advertising Bureau
Assignment due today, 2:10: MFP Exercise 12 (Note:
this exercise will likely take more time than many of the
previous MFP exercises)
Topic: Emerging electronic media (continued)
Ephron: Media Mix.
Available on WebCT
Assignment due today, 2:10: Rough draft of individual
case study due
Topic: Competitive media reporting
Ephron: The other guys.
Assignment due today, 2:10: MFP Exercise 13: National Available on WebCT
+ Spot Heavy-Up Media Buys with MFP
Wednesday 3/3
Friday 3/5
Monday 3/8
MFP 29-34
Topic: Advertising without Ads: Integrating public
relations into media plans
Assignment due today, 2:10: MFP Exercise 14:
Stretching your media budget with MFP
Greenlee School of Journalism and Mass Communication
Iowa State University 7`
Spring 2010
Advertising Media: Advrt 335
Wednesday 3/10 Topic: Writing the Media Plan
Friday 3/12
3/15-19
WebCT: Ephron on
Dangerous Curves
Topic: Major Media Types: Magazines, Newspapers
Student presentation: Magazines.org
Spring Break. No classes.
Topic: Time and place: the role of timing and geography
in media planning
Individual case study due
Wednesday 3/24 Ethics in Media Planning and Buying
Monday 3/22
Friday 3/26
Exam 2 Review
Monday 3/29
Exam 2
Wednesday 3/31 Advertising Without Ads, Pt 2: Word of Mouth, ProductWord of Mouth 101. Link is
Placement, Brand Integration
posted on WebCT.
Friday 4/2
Jay meets with Agencies 1 (2:10), 2 (2:25), 3 (2:40)
Monday 4/5
Jay meets with Agencies 4 (2:10), 5 (2:25), 6 (2:40)
Wednesday 4/7
Jay meets with Agencies 7 (2:10), 8 (2:25), 9 (2:40)
Friday 4/9
Topic: Media Saturation
Monday 4/12
Guest speaker Jennie Bunkofske on Social Media
Wednesday 4/14 Business structures of media planning: full service
agencies, planning/buying firms, research companies.
Also, hiring and career trends
Friday 4/16
Due today at 2:10--Group project written plan. In
class: No Lecture.
Monday 4/19
WebCT: Ephon on Clutter
“Ephron on Media:
Advertising just sneezed.”
Available on WebCT
Topic: It’s (almost) All in the Presentation
Wednesday 4/21 Presentation Workshop
Friday 4/23
Course wrap-up
Monday 4/26
Presentations—Agencies 1, 2, 3
Wednesday 4/28 Presentations—Agencies 4, 5, 6
Friday 4/30
Presentations—Agencies 7, 8, 9
Monday 5/3
12-2pm
Plansbook and Presentation Critique (optional)
Greenlee School of Journalism and Mass Communication
Iowa State University 8`
Spring 2010
Advertising Media: Advrt 335
Instructor biography--Jay Newell
I joined the Greenlee School of Journalism and Communication faculty after
completing a Ph.D. in mass media at Michigan State University. My research focuses
on media saturation—the extent to which
people surround themselves with mass
media devices, and how corporations and
governments respond.
Prior to entering graduate school I worked
as a writer, producer and executive for the
promotion departments for TNT, CNN, and
Nick. My favorite project was a traveling
version of the Vietnam Veterans Memorial.
It’s still touring the country.
Greenlee School of Journalism and Mass Communication
Iowa State University 9`