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BUS306: Advertising and Promotion

Unit 9: Media Planning   *After the advertiser has formulated its advertising objectives and settled on the appropriate strategy, it must select the most effective media vehicles and implement them through the media plan. A high degree of innovation characterizes today’s advertising industry. Traditional media are changing as an abundance of new placement opportunities appear. It seems that no “white space” is safe from advertising. Product placement in films, coupons on the back of your airline boarding pass, wildly entertaining outdoor ads, etc., compete for every spare moment and all blank space.

In this unit, we will consider the optimal timing and placement of the advertising message with a focus on choosing the right types of media for a given campaign. You will also see how non-traditional web, mobile, and social media are growing into what may well be the most dynamic advertising media in the industry.*

Unit 9 Time Advisory
Completing this unit should take you approximately 10 hours.
 
☐    Reading: 2 hours
 
☐    Subunit 9.1: 3 hours
 
☐    Subunit 9.2: 4 hours
 
☐    Subunit 9.3: 1 hour

Unit9 Learning Outcomes
Upon successful completion of this unit, the student will be able to: - construct a media plan; - list and describe several forms of traditional advertising media; - compare and contrast measured and unmeasured media; and - explain the benefits of new channels of unmeasured media.

  • Reading: Launch! Advertising and Promotion in Real Time: “Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message” and City University of New York, Brooklyn College: Professor Lewis’ “Topic 8B – Media Buying and Planning” Link: Launch! Advertising and Promotion in Real Time: “Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message” (PDF) and City University of New York, Brooklyn College: Professor Lewis’ “Topic 8B – Media Buying and Planning” (DOC)
     
    Instructions: Read Chapter 10 on pages 290-332. This reading covers the material you will need to know for subunits 9.1-9.4. Next, Professor Lewis’ paper on media planning discusses the criteria advertisers use to select the most effective advertising media for a campaign.

    Reading these selections should take you approximately 2 hours.
     
    Terms of Use: Launch! was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee. Please respect the copyright and terms of use displayed on the webpages above.

9.1 Advertising and Media   - Reading: VMS’ “Measuring Media Coverage Effectively” Links: VMS’ “Measuring Media Coverage Effectively” (PDF) 
 
Instructions:  Read VMS’ white paper describing the importance of traditional measured media and how the advertising industry uses it. 

 Reading this paper should take you approximately 1 hour and 30
minutes.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpages above.
  • Reading: Congressional Research Service: Suzanne M. Kirchhoff's “Advertising Industry in the Digital Age” Link: Congressional Research Service: Suzanne M. Kirchhoff's “Advertising Industry in the Digital Age” (PDF)
     
    Instructions: Read this article describing the evolution from traditional to digital media in the advertising industry. Begin with the section titled “Advertising and Media” on page 11, and read through the end of “Measurability” on page 16. Pay close attention to the differences in the way advertisers can measure their audiences using digital and traditional media.

    Reading this section should take you approximately 1 hour and 30 minutes to complete.
     
    Terms of Use: Please respect the copyright and terms of use on the webpage above.

9.2 New, Non-Traditional Media   - Reading: Interactive Marketing Professionals: Shar VanBoskirk’s “US Interactive Marketing Forecast, 2009 To 2014” Link: Interactive Marketing Professionals: Shar VanBoskirk’s “US Interactive Marketing Forecast, 2009 To 2014” (Adobe Flash)
  
Instructions: Read VanBoskirk’s forecast for non-traditional media growth at the expense of traditional advertising media. This reading covers the material you will need to know for subunits 9.2.1-9.2.4.
 
Reading this presentation should take you approximately 2 hours.
 
Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

9.2.1 Web and Email Media   - Web Media: University of Maryland, Robert H. Smith School of Business: “Web Pop-up Ads: Are They Really Working?” and YouTube: Metro Mode’s “ePrize Detroit” Links: University of Maryland, Rober H. Smith School of Business: “Web Pop-up Ads: Are They Really Working?” (iTunes U) and YouTube: Metro Mode’s “ePrize Detroit” (YouTube)
 
Instructions: Watch this discussion of Internet advertising click-through rates with University of Maryland Professor Wendy Moe. In the second video, you will hear how the interactive promotion firm ePrize uses permission-based email as part of its clients’ media plans.
 
Watching these videos and taking notes should take approximately 15 minutes.
 
Terms of Use: Please respect the copyright and terms of use displayed on the webpages above.

9.2.2 Mobile Media   - Web Media: YouTube: Mocom2020’s “The Future of Mobile Media and Communication” Link: YouTube: Mocom2020’s “The Future of Mobile Media and Communication” (YouTube)

 Instructions: Watch this video for a perspective on the dominance
of mobile media by the end of the present decade.  

 Watching this video and taking notes should take you approximately
5 minutes.  

 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.

9.2.3 Social Media   - Lecture: Yale Entrepreneurial Institute: Ali Parmelee’s “Leveraging Social Media” Link: Yale Entrepreneurial Institute: Ali Parmelee’s “Leveraging Social Media” (iTunes U)
 
Instructions: Listen to podcast number 23. In this lecture, the Creative Director of Think Creative Group discusses the use of social media to build brand equity.

 Listening to this lecture and taking notes should take you
approximately 30 minutes.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.
  • Reading: Thrive Advertising: “Integrating Social Media into Your Traditional Advertising” and Ad Age: Maureen Morrison’s “Marketers Struggle to Marry Social Media and CRM” Link: Thrive Advertising: “Integrating Social Media into Your Traditional Advertising” (HTML) and Ad Age: Maureen Morrison’s “Marketers Struggle to Marry Social Media and CRM” (HTML)

    Instructions: Read the first article about how to include new social media vehicles into existing advertising outlets. Then read Maureen Morrison’s article about how marketers can integrate their social media followings with their customer relationship management (CRM) programs. 

    Reading these articles should take approximately 45 minutes.

    Terms of Use: Please respect the copyright and terms of use displayed on the webpage above.

9.2.4 Other Media   - Web Media: University of Maryland, Robert H. Smith School of Business: “Word of Mouse: The New Way to Build Buzz” Link: University of Maryland, Robert H. Smith School of Business: “Word of Mouse: The New Way to Build Buzz” (iTunes U)

 Instructions: Listen to this lecture on how “word of mouse” is
shaping a digital model for generating a highly immeasurable, yet
significant medium for promotional communication.  

 Listening to this lecture and taking notes should take
approximately 5 minutes.  

 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.

9.3 Media Strategy and Planning   - Reading: Boston College: Dr. Tobe Berkovitz’ “Political Media Buying A Brief Guide” Link: Boston College: Dr. Tobe Berkovitz’ “Political Media Buying A Brief Guide” (HTML)
 
Instructions: Read Dr. Berkovitz’ article describing the construction of a media plan for a political campaign.

 Reading this article should take approximately 1 hour.  
    
 Terms of Use: Please respect the copyright and terms of use
displayed on the webpage above.

Unit 9 Assessment   - Assessment: The Saylor Foundation's “Unit 9 Assessment” Link: The Saylor Foundation's “Unit 9 Assessment” (HTML)

 Instructions: Please complete the linked assessment. You must be
logged into your Saylor Foundation School account in order to access
this quiz. If you do not yet have an account, you will be able to
create one, free of charge, after clicking the link.