• Türkçe
  • English
Course Code: 
PRP 435
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
8
Prerequisite Courses: 
Course Language: 
English
Course Objectives: 
In media planning classes, students will learn how to reach the right target audience at the right time and place, emphasizing the selection and usage of media alternatives to achieve marketing, advertising and media goals. Students will learn several essential concepts related with media planning and pre/post advertising campaign evaluations by examining many case-studies.
Course Content: 

Media industry types and definitions, planning, measurement and evaluation stages of media applications

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 12: Case Study
Course Evaluation Methods: 
A: Testing, C: Homework

Vertical Tabs

Course Learning Outcomes

 

Learning Outcomes  Teaching Methods  Assessment Methods  Assessment Methods 
  1. Recognize the changing role of media planners within Turkish and international advertising market dynamics.
1,2,4,9 1,2,3 A,C 
  1. Identify the role of creativity planning concepts in contemporary media plans.
1,2,4,9 1,2,3 A,C 
  1. Interpret media and advertising markets with the help of indexes in having who, where when and the most convenient media environment decisions.
1,2,4,9 1,2,3 A,C 
  1. Gain the ability to apply research results to strategic planning with the help of numerous real-life case studies.
1,2,4,9 1,2,3 A,C 
  1. Explain basic and advanced media planning concepts as well as cost, reach and frequency considerations.
1,2,4,9 1,2,3 A,C 
  1. Carry out detailed media plan analysis and construct effective and complete communication plans.                   
1,2,4,9 1,2,3 A,C 

Course Flow

 

COURSE CONTENT
Week Topics Study Materials
1 Introduction to the class & laying the framework for the whole year. Definitions and Statistics of Media Industry  
2 Media Types: Paid, Owned and Earned Media Strategies and goals in Media Planning  
3 The changing role of media planners, changes in media planning industry. Media planning activities: Answering to whom and when to advertise questions  
4 Media planning activities: Answering when to advertise, length of the campaign and convenient media environment questions  
5 Introduction to basic concepts in media planning I: Broadcast, print, and digital media audience measurement & sampling. Digital Media Planning Metrics: Impression, Reach, Click Rate and other widely used concepts  
6 Introduction the basic concepts in media planning II; Average ratings, TVR, Share, Reach, ATS  
7 Review for Midterm / Midterm week  
8 Basic metrics, which are used in evaluating the efficiency of a media plan: GRPs, Reach, and OTS  
9 Neuromarketing and Learning in Brain Steps  
10 Developing a media plan and several media plan case studies  
11 Reach versus Frequency debates, determining Effective Reach and Frequency levels  
12 Post Evaluation of the campaigns: CPT, CPP, CPS/GRPs, SOS, SOV metrics  
13 Media buying and budgeting considerations & methods

 

 
14 Digital Media Planning and Native Advertising  
 
 
15 Review for Final Exam  
16 Final Exam  

Recommended Sources

 

RECOMMENDED SOURCES
Textbook Sissors, Jack&Baron, B.Roger. (2010). Advertising Media Planning, 7th Edition, Mc Graw Hill, USA 

Katz, Helen (2008): The Media Handbook, 2nd Edition, NTC Business Books: Chicago, USA 

Bilgen Başal (2018). Yeni Medya Planlama ve Tüketici Davranışları. Çantay Kitapevi

Additional Resources AÖF Medya Planlama 3.Baskı 2020, Eskişehir Anadolu Üniversitesi

Audience Measurements Research Reports

Research Reports about Consumer Behavior

Passive Simplicity and Reach & Frequency Articles

Material Sharing

 

MATERIAL SHARING
Documents  
Assignments  
Exams  

Assessment

 

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Attendance, Exercises, Assignments   25
Reach and Frequency Homework Assignment   10
Midterm   25
Media Plan Group Project Assignment   15
Total   100
CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE   25
CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE   75
Total   100

Course’s Contribution to Program

 

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5  
1 S/he has theoretical knowledge about the field of public relations     x      
2 S/he knows the research methods and techniques that are related to the field of public relations.      x      
3 S/he has knowledge and awareness about the interdisciplinary issues that are required by the field. S/he comprehends the relation of those issues with public relations. x          
4 S/he is able to make oral presentations in English about her/his field.     x      
5 S/he has the digital competencies that are required by the field. x          
6 S/he has the ability of creative thinking that is required by the field of public relations. x          
7 S/he has the abilities of research, planning, implementation, measurement and assessment that are necessary for a successful public relations practice.  x          
8 S/he evaluates and applies the knowledge and abilities she/he has acquired in her/his field to partner organizations in the sector through teamwork. x          
9 S/he is able to evaluate the knowledge and abilities she/he has acquired in her/his field from an analytical and critical perspective.     x        
10 S/he has the awareness of practicing and developing the profession of public relations by adhering to ethical rules.  x          

ECTS

 

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration (Including the exam week: 16x Total course hours) 14 3 42
Hours for off-the-classroom study (Pre-study, practice) 14 10 140
Mid-Terms 1 10 10
Final Examination 1 10 10
Total Workload     202
Total Workload / 25 (h)     8,08
ECTS Credit of the Course     8