Universitat Internacional de Catalunya

Advertising Media Structure and Planification

Advertising Media Structure and Planification
Second semester
Persuasive Communication
Estructura y planificación de los medios publicitarios
Main language of instruction: Spanish

Teaching staff


The subject, despite having a very important for the basics properly acquired theoretical part, has a practical approach. In sessions with the whole group it is where the teacher explains the theoretical knowledge of the various issues in order to further solve the corresponding delivery of briefing practical case.


The ability to generate a media plan at the end of the course will be the main objective to take, and proper development of a creative campaign strategy and shaft.


It is necessary that students spend a few hours each week of personal work to this subject to consolidate the knowledge acquired in the different subjects.

Pre-course requirements

There are no prerequisites for the realization of this subject.


You can identify the step of performing the same, understanding the reality of the market and applying theoretical knowledge in a practical project, from receipt of the briefing by the client, the search for information regarding the target audience and audiences and selection of the most appropriate means well determining the budget.


• Concer the basic instrument for assessing media plans.


• Knowing determine the feasibility of a media plan.


• Knowing how to find, analyze and understand information from different sources.


• Ability to organize and plan.


• Ability to make reasoned and consistent exposures


  • 01 - The ability to plan technical resources
  • 02 - The ability to plan human resources
  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 07 - The ability to work in a group
  • 08 - The ability to organise time and workspace
  • 17 - The ability to confront difficulties and resolve problems
  • 23 - The ability to develop a budget
  • 70 - Knowledge and mastery of economic data, statistics and graphs
  • 71 - Knowledge and mastery of principle economic concepts.
  • 72 - Knowledge and mastery of the principle techniques for scientific and journalistic investigation
  • 76 - The ability and capacity to practice as professionals who are responsible for customer service
  • 80 - Relational ability to establish a competent interaction between advertiser and agency
  • 81 - Ability and capacity to perform the duties carried out by the media department
  • 82 - The ability to define and manage a communication budget
  • 85 - The ability and skill to act as experts in the strategic management of corporate image
  • 86 - The ability and capacity to identify, value, manage and protect the intangible assets of a company
  • 87 - The ability and capacity to use technology and communicative techniques
  • 88 - The ability to relate to people and the environment without losing autonomy
  • 89 - The ability to create synergy in a working team
  • 91 - Preparation to assume risks
  • 92 - The ability for analysis, synthesis and critical judgment
  • 93 - To know how to manage time
  • 94 - The ability to act freely and responsibly
  • 96 - The ability to objectively analysis reality and the extraction of valid considerations

Learning outcomes

El alumno será capaz de entender los criterios necesarios para el desarrollo de un Plan de medios.


1. The importance of advertising strategy in generating a media plan


a) The briefing


b) The strategic platforms


c) Types of advertising strategies




1.1. Creative Strategy and its relationship with the media strategy


a) Content Strategy


b) coding strategy


c) Shafts campaign




1.2. The Media Strategy


a) Department of media planning


b) Making decisions about the media


c) Making decisions on communications media


d) Making decisions about the communication spaces




Current media 2.Panorama


a) Differences between conventional and unconventional means


b) Origin of unconventional communication


c) Characteristics of advertising media and proper matching of campaigns to them




2.1. Type of conventional means


2.2. Typology of unconventional means


2.3. other classifications




d) advertising investment in Spain


e) Sources of data on media advertising in Spain.


f) Main studies (AIMC / EGM, Infoadex, Sofres, OJD, Geomex ...)


g) Companies and Groups of media and advertising in Spain




3. The Media Plan


3.1 Planning media


            a) Planning offline media


b) Media planning online, digital and social networks


3.2. Variables off line analysis means


            a) Coverage


            b) Frequency


            c) Cost


3.3.Variables media analysis online


            a) Metrics in social networks


1. Volumetric Data (activity, audience, visibility, interaction, scope, engagement and conversion)


                        2. Quantitative data


                        3. Qualitative data




4. Generation of a media plan with TOM Micro


a) Variables media planning analysis


b) How does a media plan




5. Negotiation and media buying


a) The Central Media


b) Rates media


c) Negotiation and budget



Teaching and learning activities

In blended

Coaching. Monitoring how students learn the content of the subject, either individually or in groups. In the coaching sessions, mistakes will be corrected, queries answered, and exercises and activities to achieve the established objectives will be suggested.
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups.
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product.
Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students.
Lab. Working groups that combine theory and practice. The aim of these is not to undertake already known techniques, but instead to make progress that is both theoretical and technical. These Lab sessions will culminate in the creation of a professional or semi-professional product.

Bibliography and resources


•            Bigné, E. Temas de Investigación de Medios Publicitarios, Madrid: ESIC.

•            González Lobo, M.A. & Carrero, E. Manual de planificación de medios. Madrid: ESIC

•            Pérez del Campo, Enrique. La comunicación fuera de los medios (below the line). Madrid: ESIC, 2002.

•            Pérez-Latre, Francisco J. Centrales de Compra de Medios. Pamplona: EUNSA, 1995

•            Perez-Latre, Francisco J. Planificación y Gestión de Medios Publicitarios. Barcelona. Ariel, 2000

•            Zorita Lloreda, Enrique. Marketing promocional. Madrid: ESIC, 2000.

•            Méndiz Noguero, Alfonso. Nuevas formas publicitarias: patrocinio, product placement, publicidad en Internet. Málaga: Universidad de Málaga, 2001.

•            Reinares Lara, Pedro; Calvo Fernández, Sergio. Gestión de la comunicación comercial. Madrid: McGraw Hill, 1999.

•            Schultz, D.; Tannenbaum, S.; Lauterborn, R. Comunicaciones de marketing integradas. Buenos Aires: Granica, 1993.

•            Escrivá Monzó, Joan. Marketing en el punto de venta. Madrid: McGraw Hill, 2000.

•            Holloway, J.C.; Plant, R.V., Mercadoctecnia Turística, Mèxic: Diana, 1996.

•            Kotler, Philip. El Marketing según Kotler. Cómo crear, ganar y dominar los mercados, Buenos Aires: Paidós, 1999.

•            Kotler, Philip. Dirección de Mercadotecnia, Mèxic: Prentice Hall, 1998.

•            Ries, A.; Trout, J. Posicionamiento, Madrid: McGraw-Hill, 1989.

•            Schmitt, Bernd H. Experiential Marketing. Bilbao: Deusto, 2000.