Course Language:
English
Courses given by:
Course Objectives:
Students will learn how to capture the target audience, to emphasize the selection and the usage of media alternatives to achieve marketing and media goals, to comprehend several essential concepts and pre/post advertising campaign evaluations using many case-studies.
Course Content:
The course covers the changing role of the media planner and the changes in the media planning industry; media planning activities and developing media strategies; campaign and media environment strategies and targets; the basic concepts in media planning; basic concepts in campaign measurement; post-campaign evaluation.
Teaching Methods:
1: Lecture, 2: Question-Answer, 3: Discussion, 12: Case Study
Assessment Methods:
A: Testing, C: Homework
Vertical Tabs
Course Learning Outcomes
| 1) Students are able to recognize the changing role of media planners within the Turkish and international advertising market dynamics. |
| 2) Students are able to identify the role of creative planning concepts in contemporary media plans. |
| 3) Students are able to interpret media and advertising markets with the help of indexes |
| 4) Students gain the ability to apply research results to strategic planning with the help of numerous real life case studies. |
| 5) Students are able to explain the basic and advanced media planning concepts as well as cost, reach and frequency considerations. |
| 6) Students are able to carry out detailed media plan analyses and constructing effective and complete communication plans. |
Course Flow
| Week | Topics |
| 1 | Introduction to the class & laying the framework for the whole year. |
| 2 | The changing role of media planners and changes in the media planners and changes in the media planning industry. |
| 3 |
Media planning activities; developing a media planning strategy
|
| 4 |
Campaign and media environment strategies and goals
|
| 5 | Introduction to basic concepts used in media planning I: television, print, radio, digital and outdoor media; audience measurement, sampling digital media planning, SEO, SEM, impression and other related concepts |
| 6 | Introduction the basic concepts used in media planning II; average ratings, TVR, share, reach, ATS |
| 7 | Review for the midterm |
| 8 | Midterm |
| 9 |
The basic concepts used in evaluating the efficiency of a plan:
GRPs, reach, OTS |
| 10 | Post-evaluation of campaigns; CPT, CPP, CPS/GRPs, SOS, SOV |
| 11 | Reach versus frequency |
| 12 | Effective reach and frequency analyses |
| 13 | Digital media planning, SEO, SEM, impression and other related concepts |
| 14 |
Media procurement and budgeting considerations & methods
|
| 15 | Developing a media plan |
| 16 | Final Exam |
Recommended Sources
| Textbook |
Başal, Bilgen (2006): Medya Planlaması, 2.baskı, Çantay Kitapevi, İstanbul.
Sissors, Jack; Baron, B.Roger (2002). Advertising Media Planning, 6th Edition, Mc Graw Hill, USA. |
| Additional Resources |
(E-book) Medya Planlama (2012) Anadolu Üniversitesi (Açık Öğretim Fakültesi) Yayınları, Eskişehir.
Katz, Helen (2003). The Media Handbook, 2nd Edition, NTC Business Books: Chicago, USA. |
Assessment
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Attendance& Participation | 1 | 10 |
| Midterm | 1 | 30 |
| Project Assignment | 1 |
20
|
|
Final Exam
|
1 | 40 |
| CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE | 40 | |
| CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE | 60 | |
| Total | 100 |
Course’s Contribution to Program
| No | Program Learning Outcomes | Contribution | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To gain the abilities of working with an interdisciplinary approach and adapting theories, methods and practices in different disciplines to the relevant concentration area | X | |||||
| 2 | To gain the abilities of data collection, literature review and analysis in the concentration area of integrated marketing communications management | X | |||||
| 3 | To gain the ability of communicating within the national and international scientific environments | X | |||||
| 4 | To gain the knowledge and skills required for scientific research processes | X | |||||
| 5 | To gain the competence for making critical evaluations and syntheses | X | |||||
| 6 | To have conducted research at a sufficient level about one’s thesis topic | X | |||||
| 7 | To possess the behavioral and ethical sensitivity required for the academic life | X | |||||
| 8 | To possess the necessary computer skills for writing scientific papers and theses | X | |||||
| 9 | To gain the abilities of being receptive to innovations and novel ideas and developing new ideas | X | |||||
| 10 | To comprehend fully and appropriately the meaning and significance of integrated marketing communications management in theoretical and practical terms | X | |||||
ECTS
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 8 | 128 |
| Mid-terms | 1 | 10 | 10 |
| Assignment | 1 | 10 | 10 |
| Final examination | 1 | 10 | 10 |
| Total Work Load | 206 | ||
| Total Work Load / 25 (h) | 8.24 | ||
| ECTS Credit of the Course | 8 |