Advertising Media – JOMC 272.2
Fall 2013
Prerequisite – JOMC 137 (Principles of Advertising and Public Relations)
Instructor:
Contact:
Time:
Room:
Office Hours:
Scott Peters
Associate Media Director – McKinney
scott.peters@mckinney.com (all hours)
804 651 8764 (cell 10a – 8p)
Wednesdays, 6p-8:30p
CAR 253
Available upon request (I will typically make myself available before or after class, but
please reserve time)
Course Description
This course is designed to provide you with an understanding of the role of media planning in marketing
communications. You will learn the fundamentals and ‘language’ of both offline and online media,
including media math.
More importantly, you will learn to think strategically about how to communicate a message to a target
audience. Media decision-making takes into account factors like geography, timing, demographics,
psychographics, scale and cost. By the end of the class, you will be able to think critically and creatively
about all this and more as you build and present your own media plan.
Course Objectives
In this course, you will:
 Learn the role of Paid Media planning and buying in the communication and advertising process,
along with the main elements of media planning.
 Craft media strategies to solve business problems or communications objectives
 Know the nuances, advantages and disadvantages of various media types.
 Apply the basic concepts and calculations used in media planning.
 Understand the media landscape today and have a working knowledge of digital media.
 Design and present strategic media plans.
Required Text & Resources
 Media Planning & Buying in the 21st Century Ronald D. Geskey, Sr.
 Sign up for the following e-newsletters and/or follow on Twitter*:
o AdWeek http://www.adweek.com/newsletter-signup
 Television Today & Technology Today
o Ad Age https://adage.com/help/emailprefs
 Digital, Media Buzz, Creativity
o Media Post http://www.mediapost.com
 Create a MRI+ login through Park Library http://parklibrary.jomc.unc.edu/subject-guides
 You should also bring a calculator to class, as you will need it for certain assignments (a real one,
not a phone or laptop)
*The media landscape is constantly evolving. It is very important that you stay current. Without
understanding the present state of media and technology, you cannot provide your clients with
breakthrough ideas. This is obviously not a comprehensive list – there is a lot out there. I encourage you
to explore and find more.
Attendance Policy
Class attendance is mandatory. This class will be a combination of lectures, in-class projects and
presentations. Missing classes will substantially hurt your grade.
You will be allowed one excused absence. Please reserve it for an emergency. You may not be able to
make up in-class work or quizzes that you miss with this absence. After one absence, your participation
points drop to zero (or below zero for multiple absences).
Technology
Cell phones - Off the table and out of hands please.
Laptops – may be used for note taking and quick lookups of relevant information to class. Please do not
get distracted.
The Honor Code
The Honor Code, embodying the ideals of academic honesty, integrity and responsible citizenship, has
governed the performance of all academic work and student conduct at the University for 125 years. Your
acceptance of enrollment in the University presupposes a commitment to the principles embodied in this
code and a respect for this most significant University tradition. Your participation in this course comes
with the expectation that your work will be completed in full observance of the Honor Code. For more
information about the Honor Code and your obligations as a Carolina student, see
http://instrument.unc.edu/. The Honor Code is always in effect inside and outside of the classroom.
Sakai
Class documents and assignment briefs will be posted on http://sakai.unc.edu. If you ever have problems
retrieving documents from Sakai, please email me and I will forward them to you until you are able to log
in.
Grading
You will be graded on a 1000 point scale with the following breakout:
Midterm Exam
Final – Media Plan Presentation (Group)
Weekly Assignments/Quizzes
Article Reviews
Participation*
200
300
400
50
50
A+ >97%
B+ 88-89%
C+ 78-79%
D+ 68-69%
F <60%
A 93-97%
B 83-87%
C 73-77%
D 63-67%
A- 90-92%
B- 80-82%
C- 70-72%
D- 60-62%
*A measure of your effort to succeed (in class and via your work)
Midterm Exam:
This will be a traditional exam designed to test your knowledge of Media fundamentals covered to this
point in class, including materials from the textbook.
Group Media Plan Project:
You will work in teams to build and present a Media Plan based on an assigned case study I will provide.
The emphasis will be on doing strategic, creative planning supported by sound fundamentals. We will
discuss this project more on September 4 (Class 3). Peer reviews will be factored into your grade.
Article Reviews:
Twice during the semester, you will write a summary/analysis of a relevant article from one of the sources
listed above (MediaPost, Adweek etc). You must focus on the Media implications of the article:
 What is the background of the article and who does it impact?
 Why is this news important?
 What does it mean for the evolution of the advertising or marketing world?
 What does it mean for consumers?
 What is my perspective on this? Do I agree, disagree, love, hate?
I expect each summary to be two pages long.
It is up to you to turn in two Article Reviews throughout the course. The final date for submission is
November 13 (Class 12).
Keys to success in this class:
 Engaging in class discussions
 Having rationale for your decisions
 Doing client-ready work – well-formatted, error free
 Displaying excellent written communication on assignments
 Following the assignment brief, and exceeding expectations
 Developing and sharing your own perspectives
Week
Date
1
21-Aug
2
28-Aug
3
4-Sep
4
11-Sep
5
18-Sep
6
25-Sep
7
2-Oct
8
9-Oct
Break
16-Oct
9
23-Oct
10
30-Oct
11
6-Nov
12
13-Nov
13
20-Nov
Break
27-Nov
14
4-Dec
15
9-Dec
In-Class Topics
 Introduction
 Syllabus Review
 Media Planning overview
 Elements of a Media Plan
 Media Objectives and Strategies
 Understanding Target Audiences
 Finding insights in MRI+
 Group Project Briefing
 The Media Mix
 Reach and Frequency Principles
 Pros/Cons of Media Vehicles
 MRI+ Quiz
 The Video Landscape (TV 101)
 Explanation of Ratings Terminology
 Media Math Workshop




Media Math Assignment Review
Print and OOH 101
Midterm Prep
Midterm Exam
Fall Break
 Digital Media 101
 Social and Mobile Media
 Media Buying/Sales/Negotiation
 Costing out your plan
 Integrating Paid, Owned and Earned
 Creative Media Strategies
 Group Project Check-Ins (30 min/group)
 Last Day for Article Submission
 The Future of Media Planning
 Presenting your Project
Thanksgiving
 ALL FINAL PROJECTS DUE (Thumb Drive)
 Groups 1 & 2 Presentations
 Groups 3 & 4 Presentations
Assignment for Next Class
 Buy book, sign up for resources per Syllabus
 Media Diary Assignment
 Read MPB Chapters 1, 2
 Media Strategies Assignment
 Read MPB 8, 9, 10
 MRI+ Assignment – Building a Target Profile
 Read MPB 7, 15
 Media Mix Assignment
 MRI+ Quiz Next Week
 Read MPB 20
 TV Assignment
 Read MPB 4, 5, 6
 Media Math Assignment
 Read MPB 21, 23
 Midterm next week
 Read MPB 16, 17, 22




Digital Media Assignment
Read MPB 6, 19, 24
Read MPB 11, 12, 14, 18
Paid/Owned/Earned assignment
 Prepare for Project Check-Ins
 Read MPB 3, 25