Universitat Internacional de Catalunya
Structure and Planning of Advertising Media
Other languages of instruction: English, Spanish,
Teaching staff
Email.
Introduction
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
No.
Objectives
- To understand the basic tools for evaluating media plans.
- To determine the feasibility of a media plan.
- To search for, analyse, and understand information from a variety of sources.
- To organise and plan.
- To deliver reasoned and coherent presentations.
Competences/Learning outcomes of the degree programme
- CN03 - Identify the key stakeholders, departments and professional roles within advertising and public relations agencies, understanding their functions in the design and implementation of communication campaigns.
- CN05 - Recognise the principal artificial intelligence tools with applications in advertising, marketing and public relations.
- CN07 - Identify emerging trends in digital communication, social media and interactive environments for planning advertising and public relations activities in digital and multi-platform contexts.
- CP04 - Manage creative communication projects in advertising and public relations, optimising technical, material and time-related resources.
- CP05 - Manage relationships between advertisers and agencies effectively, applying media planning and buying strategies in multi-channel advertising and public relations environments.
- CP08 - Manage corporate communication budgets and advertising and public relations campaigns, optimising resources and drawing on a broad understanding of the economic context and the advertising and public relations industry.
- HB03 - Resolve problems in interactions with clients and members of the public.
- HB04 - Design strategic communication and public relations plans that respond to the needs of organisations across different sectors.
- HB07 - Analyse macroeconomic data and market statistics using digital tools, including artificial intelligence.
Learning outcomes of the subject
Students will be able to:
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To analyse audiences in order to predict consumer behaviour using artificial intelligence.
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To demonstrate a basic understanding of organisations in the fields of advertising and public relations, their structures, and the legal, economic and ethical frameworks within which they are established and grow.
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To describe the current local and global landscape of the production and distribution of goods and services, identifying the main microeconomic factors and macroeconomic indicators.
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To manage brand positioning by defining and communicating a brand’s purpose and values, using artificial intelligence tools to monitor brand perception on social media and refine strategic messaging.
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To identify successful business ventures at local and international level, as well as the main steps involved in developing and launching a business.
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To identify the main products, professional roles and specialised terminology of companies operating in the creative industries.
Syllabus
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
Bibliography and resources
Bigné, E. (s. f.). Temas de investigación de medios publicitarios. ESIC.
Escrivá Monzó, J. (2000). Marketing en el punto de venta. McGraw-Hill.
González Lobo, M. A., & Carrero, E. (s. f.). Manual de planificación de medios. ESIC.
Holloway, J. C., & Plant, R. V. (1996). Mercadotecnia turística. Diana.
Kotler, P. (1998). Dirección de mercadotecnia. Prentice Hall.
Kotler, P. (1999). El marketing según Kotler: Cómo crear, ganar y dominar los mercados. Paidós.
Méndiz Noguero, A. (2001). Nuevas formas publicitarias: Patrocinio, product placement, publicidad en Internet. Universidad de Málaga.
Pérez del Campo, E. (2002). La comunicación fuera de los medios (below the line). ESIC.
Pérez-Latre, F. J. (1995). Centrales de compra de medios. EUNSA.
Pérez-Latre, F. J. (2000). Planificación y gestión de medios publicitarios. Ariel.
Reinares Lara, P., & Calvo Fernández, S. (1999). Gestión de la comunicación comercial. McGraw-Hill.
Ries, A., & Trout, J. (1989). Posicionamiento. McGraw-Hill.
Schmitt, B. H. (2000). Experiential marketing. Deusto.
Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (1993). Comunicaciones de marketing integradas. Granica.
Zorita Lloreda, E. (2000). Marketing promocional. ESIC.