Media Planning and Buying

New York Institute of Technology Communication Arts 5444-01 Spring 2004
Professor Pison Media Planning and Buying Room 1025
Hours by Appointment e mail: tap2@verizon.net 212 505 8865

TEXT: Advertising Media Planning, Jack Sissors, Lincoln Bumba NNTC Business Books Fifth Edition, 1995

Please check these prior to class each week for breaking developments regarding the validity of polls, surveys, etc.

MEDIAWEEK

ADWEEK

OBJECTIVES: As a result of taking this course, you will acquire the skills, knowledge and experience required to perform the following:
To gain an understanding of media planning functions and how they work within an integrated marketing system.

To learn about the variety of disciplines required for devising and implementing a media plan and how their usage develops into a successful campaign.

To use your understanding of how media is bought, how a media plan is evaluated, and how the net result of an effective and efficient use of all media types can be projected.

To practice skills in using media-buying software applications, such as PRIZMNE, for media planning and budgeting.

CATALOGUE DESCRIPTION: This combination case study-project management course translates target marketing data into media plans for specific advertising projects. It deals with the nature of the respective media (television, radio, newspapers, magazines) trade practices in each area and case studies in successful use of the medium. Media strategies are treated at a complex level, integrating prior coursework and current information on media services. Required for advertising majors.

COURSE REQUIREMENTS 1. On-time attendance, 3 credit hours is the maximum absence allowed per semester. This allows absences of one class before you are dropped from the course. Three latenesses are considered equivalent to one absence. Attendance will be taken each session. 2. Active participation in class discussions. Completion of all quizzes. The number of quizzes to be determined by your class participation and reading of assigned chapters. If you have a valid reason for missing an exam you must submitt your reason for the absence in writing. All make-up work must be submitted as an essay. (See Handout) You must complete the term project. No late papers will be accepted.

GRADE DETERMINATION

Quizzes: 20%

Media Exercises: 20%

Final: 20%

Media Plan and Budget : 20%

Class Discussion: 20%

COURSE OUTLINE - Assignment Schedule
1/28 Course Overview Chapter 1
2/4 Media planning & the Marketing Mix Chapter 4
2/11 Selecting a Target Audience / VALS Chapter 5
2/18 Audience Measurement & Calculation: Quiz 1 Chapter 6
2/25 Industry Data Sources Chapter 3
3/3 Quiz 2, Situation Analysis Ch. 7
3/10 Audience Measurement & Calculation Chapter 10
3/17 Ethnic Media and Markets Chapter 12
3/24 Media Exercise #1 Television / Radio Web URLs
3/31 Media Exercise #2 Newspaper / Magazines The Web
4/7 Spring Break  
4/14 Outdoor/Transit/Direct Mail: Media Exercise #3 Chapter 8
4/21 Internet / Interactive: Media Exercise #4 Chapter 2
4/28 Media/Database Marketing Media Exercise #5 Chapter 11
5/5 Constructing a Media Plan Chapter 14
TBD Media Buying & Budgeting Media Plans Due