Overview

This unit explores the current media landscape including traditional broadcast and print media; social and digital media and innovative avenues for advertising delivery. This units provides a foundation in the application of media planning in advertising, marketing and public relations. Students will learn about the factors considered in developing media strategy including audience research, the constraints and opportunities of different media, and how these are purchased and evaluated.

Requisites

Prerequisites
ADV10001 Principles of Advertising

Pre-requisite
ADV10001 Principles of Advertising
AND
50 Credit Points of Level 2 Units

Equivalent units
ADV30001 Advertising Media Planning and Purchasing

Equivalent
ADV302(C) - Advertising Media and Purchasing; LCA302 - Advertising Media and Purchasing

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Critically evaluate traditional mass and contemporary digital media's contribution to successful advertising across a diverse range of social and cultural contexts
  • Demonstrate understanding of how specific media – including print, broadcast, outdoor, digital, interactive and social – are used in different contexts to meet specific advertising objectives
  • Analyse and apply audience information sources available to assist media decision making
  • Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis
  • Establish and apply key planning criteria when recommending and evaluating media campaigns

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Live Online
Lecture		1.00 12 weeks 12
On-campus
Class		2.00 12 weeks 24
Specified Activities
Various		3.00 12 weeks 36
Unspecified Activities
Various		6.50 12 weeks 78
TOTAL150

All Applicable Locations

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Market Analysis Individual  30%  1,2,3 
Activity Report Group  40%  1,2,3,4,5 
Online Tests Individual  30%  1,2,3,4 

Content

  • Media Industry structure and stakeholders including client, agency, media owners and research companies
  • Audience data sources used in audience segmentation, targeting, measurement and evaluation
  • The opportunities and constraints of different media types and placement options within specific media
  • Introduction to planning software and basic numeracy skills in the design of contemporary strategic media plans

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.