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 |
|
1,2,4,9 | 1,2,3 | A,C |
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1,2,4,9 | 1,2,3 | A,C |
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1,2,4,9 | 1,2,3 | A,C |
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1,2,4,9 | 1,2,3 | A,C |
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1,2,4,9 | 1,2,3 | A,C |
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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
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| 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 | ||
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