Advertising Media
University of Alabama
APR 422 and 522
Spring 2002
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Instructor: Dr. Tom Reichert |
Phone: 348-2652 |
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Office: 414B Phifer Hall |
email: reichert@apr.ua.edu |
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Office Hours: 10:15–11:30 a.m. (M & W), And by appointment |
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“You can tell the ideals of a nation by its advertisements.”
– Norman Douglas
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What you will learn |
Welcome to APR 422/522 Advertising Media—a course that will introduce you to the world of advertising media planning and marketing strategy. You will learn fundamental concepts related to media, planning, planning tools (e.g., basic calculations, research skills), problem solving, and audiences.
Advertising is more than creative and account services. Few people realize that ad campaigns make or break depending on the media plan. When you consider that 90% of $260 billion was directed by media planners in 2001, you realize how important they have become. In addition, with the advent of new technologies, media planning is more challenging and creative than ever before. You will not leave this course an accomplished media planner, but you will have a strong foundation in media that will benefit you in future courses (campaigns), ad team, internships, and future jobs. Here is a list of the knowledge and skills you will develop this semester:
1. You will increase your knowledge of market research and the role of media planning in the advertising process.
2. You will increase your conceptual knowledge of media (e.g., advantages/disadvantages, alternatives, new media).
3. You will enhance your familiarity with media planning/buying terminology.
4. You will become familiar with planning resources such as, SRDS, Simmons, MRI, and Competitive Media Reporting.
5. You will come to understand and appreciate fundamental tools of media planning such as formulae/calculations to identify target markets, and to evaluate media vehicles and markets.
6. You will have the opportunity to put all your skills and conceptual knowledge to use by developing a media plan.
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Materials to help you learn |
Required Texts
Sissors and Bumba (S&B), Advertising Media Planning, 5th ed.
Martin and Coons, Media Flight Plan, 4th ed. (You will use this text for lab assignments)
Other Readings
Selected readings from Essentials of Media Planning (Barban, Cristol, and Kopec; BCK) will be made available in the College’s reading room.
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Important considerations |
Prerequisites
APR 221, MC 102, MATH 110 or higher (or equivalent) and junior standing are required to take this course. If you have not satisfactory completed all prerequisites, you will be administratively dropped from this course. Additionally, students not attending the first two class sessions will be administratively dropped. The College of Communication requires that all students enrolled in upper division courses (300/400 level) have a 2.0 overall GPA. Students not meeting the GPA requirement will be dropped. Students must earn a “C” or better in all required and elective courses in the major. Graduate student requirements are listed in the University catalog.
Exams and Quizzes: Quizzes and class assignments may be unannounced and may come at any time in the semester. In addition, you will have one exam and a final exam. The exams will cover anything in class covered up to that point. The final examination is cumulative (over everything). The exams will be over materials from class discussion, textbooks, and any assignments. The exams will involve problem solving, short answer, and multiple-choice format.
Media Plan: You are required to prepare a media plan from a case study provided by the professor. Do not wait until the last minute to begin the media plan. It is the heart of the course and will be reviewed very critically. Completing your media plan will help you: (1) generally, to understand advertising, and (2) specifically, to evaluate media alternatives and to make the best possible media decisions. As individuals who will soon enter the professional world, projects you turn in for this class are to have a professional appearance. Your media plan must be typed and free of errors.
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Important class policies |
Course Performance Guidelines
As a careful reading of the course objectives indicate, we hope to accomplish a great deal in this class. Our success, yours and mine, ultimately depends on you. You must be ready and willing to devote yourself to the study of advertising media. You are expected to attend class meetings, participate in class discussions, and prepare for class by reading the assigned chapters. Don’t just read the material, think about it, question it, and bring these thoughts and questions to the attention of the class.
· Attendance: You are expected to come to every class. Please note, quizzes, attendance, and in-class assignments will be given frequently and randomly. If you are not present, you will receive zero for that particular grade without opportunity for make up. This same policy extends to tests.
· Preparation: Come to class with assignments completed and reading material covered. Absolutely, positively, no late assignments are accepted. All assignments must be typed unless specified. If in doubt, type.
· Punctuality: Be on time to class.
· Make ups: Only legitimate documented absences are excused. Legitimate absences include University‑sanctioned field trips, illness and serious illness or death. I require documentation, such as a letter from your doctor or a letter from the University. If you miss a class due to illness or an emergency, you must notify me in advance of the class. If you can not reach me, call the Department of Advertising & Public Relations (348-7158) and leave a message.
· Classroom behavior: Our class time is a time for learning. The atmosphere of the classroom is of mutual respect. This means that you’ll be treated with respect, and you are expected to treat the instructor and other students with respect. As such, please turn all cell phones off before class, don’t read newspapers or study for other exams, or carry on extraneous conversations.
My responsibility is to organize a course and class sessions that maximize your learning. Your responsibility is to attend class, do the necessary preparations and readings, and actively participate in discussions.
Student Conduct and Honesty
Your participation in this course comes with my expectation that your work will be completed in full observance of the Academic Misconduct Disciplinary Policy. Any form of academic dishonesty is unacceptable. University policies regarding academic honesty will be strictly enforced.
Americans with Disabilities Statement
If you have a disability or condition that compromises your ability to complete the requirements of this course, you must notify me within one week of receiving this syllabus. I will make reasonable efforts to assist you. Also, please notify the Center for Teaching and Learning, 111 Osband Hall, 348-7766, if you need special services or accommodations due to a learning or physical disability.
Diversity Statement
It is my intention to respect all types of students and viewpoints. I expect you to extend the same courtesy to me and your classmates.
Research Participation Opportunities
Opportunities for extra-credit research participation may be available. Any such opportunities will be announced in class.
Note: This syllabus is not a contract and may be changed at any time for any reason by the faculty member.
“A university is a place where the universality of the human experience manifests itself.”
– Albert Einstein
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Determinants of Course Grade |
Grading
Your final grade will be based on your performance on the following:
Quizzes and Assignments 10%
Lab Exercises 15%
Media Plan 35%
Exam 1 20%
Final Exam 20%
Total 100%
Final grades are determined by a percentage scale, as indicated in the University catalog.
*Graduate students will have additional assignments that will be announced during the semester.
Commercial Notetaking in University Courses
© 2001 Dr. Tom Reichert as to this syllabus and all lectures. Students are prohibited from selling (or being paid for taking) notes during this course to or by any person or commercial firm without the express written permission of the professor teaching this course.
Spring
2002
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Date |
Topic |
Reading |
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January 9 |
Introductions/Roster/Syllabus |
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14 |
Topic
1: Introduction and Overview |
S&B,
Chapter 1 BCK,
Chapter 1 |
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16 |
Introduction
and Overview |
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21 |
No class
– MLK Day |
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23 |
Topic
2: Sources of Media Information |
S&B,
pp. 163-194 |
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28 |
Topic 3:
Characteristics of Media (Tactics) A.
Newspapers |
S&B,
Chapter 10 |
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30 |
A.
Newspapers |
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February 4 |
A.
Magazines |
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6 |
B.
Television |
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11 |
B.
Television |
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13 |
B. Radio |
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18 |
C. Direct
Mail |
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20 |
D.
Out-of-Home Media: Outdoor and Transit |
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25 |
E. Other
Media |
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27 |
EXAM 1 |
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March 4 |
Topic 4:
The Strategy of Media Planning A.
Marketing Framework |
S&B,
pp. 149-163 BCK,
Chapters 1, 2 |
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6 |
B.
Objectives |
BCK,
Chapter 4 |
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11 |
C. Target
Audience |
S&B,
Chapter 8, pp. 227-252 BCK,
Chapter 3 |
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13 |
D. Media
Mix |
BCK,
Chapter 5 |
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18 |
E.
Continuity |
S&B,
Chapters 5, 6 |
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20 |
Topic
5: Analytical Concepts A. Basic
Concepts and Quantitative Factors |
S&B,
Chapters 5, 6 |
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25 |
No Class,
Spring Break |
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27 |
No Class,
Spring Break |
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April 1 |
No Class,
plans workday |
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3 |
No Class,
plans workday |
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8 |
MEDIA
PLANS DUE:
Beginning of class |
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10 |
TBA |
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15 |
B.
Qualitative Factors |
S&B,
pp. 327-335 |
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17 |
Topic
6: Other Considerations |
S&B,
Chapters 2, 3 |
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22 |
Topic 6
cont. |
BCK,
Chapter 6 |
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24 |
Topic 6
cont. |
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29 |
Topic 6
cont. |
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May 1 |
TBA |
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7 |
FINAL
EXAM – (1
PM class) 2 – 4:30 PM |
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9 |
FINAL
EXAM – (9
AM class) 8 – 10:30 AM |
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Note: Before writing your media plan, see the media plans in the appendix of Essentials of Media Planning (BCK) in the reading room.