Advertising Media Structure and Planification
Module: Persuasive Communication
Matter: Estructura y planificación de los medios publicitarios
Main language of instruction: Spanish
Head instructor
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.
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
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
To achieve the objectives of the course has been designed a methodology with a previous contribution and a solid foundation of previous theoretical knowledge to enable developing a "Real Simulation Case" (real simulation case) system, in order to meet widely throughout the process of creating a media plan and obtain a high degree of practical experience and immediate application in an advertising campaign.
TRAINING ACTIVITY | ECTS CREDITS |
---|---|
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. | 0,6 |
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. | 1,5 |
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. | 1,5 |
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. | 2 |
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. | 0,4 |
The evaluation of the course will be as follows: 4 practices to develop a total value of 70% of the final grade and two partial tests worth 15% each.
out PRACTICE 1. In a group setting out a strategic proposal including: copy strategy and creative campaign proposal report generation (10%)
out PRACTICE 3. In a group setting out the proposed strategic media campaign off line / report generation (10%)
PRACTICE 4. out a group setting out strategic media campaign proposal on line / report generation (10%)
out PRACTICE 5. As a group make the final exhibition and project delivery media planning campaign (40%)
Es necesario presentar y aprobar todas y cada una de las prácticas de la evaluación continua y los dos exámenes. En caso de no ser así, el alumno deberá hacer entrega de plan de medios completo bajo los criterios exigidos durante la asignatura, sobre ese documento se valorará el 100% de la asignatura, en caso de tener un suspenso en esta entrega deberá volver a presentarlo en la convocatoria extraordinaria. Debido al carácter eminentemente práctico de esta asigantura, no será evaluada con un examen final si no con la entrega del plan de medios.
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