TÜRKÇE
ENGLISH
Information
| Code | AS421 |
| Name | Media Planing |
| Term | 2024-2025 Academic Year |
| Semester | 7. Semester |
| Duration (T+A) | 1-1 (T-A) (17 Week) |
| ECTS | 4 ECTS |
| National Credit | 1 National Credit |
| Teaching Language | Türkçe |
| Level | Lisans Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN |
| Course Instructor |
Dr. Öğr. Üyesi GÜLNUR KAPLAN ESEN
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
This course is designed as a concepts/skills course; it will emphasize critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns.
Course Content
This course provides knowledge about the basic mathematical concepts involved in media buying/planning, including the calculation of audience ratings, media share, reach and frequency, and gross rating points.The strengths and weaknesses of various media as message carriers, including newspapers, magazines, television, radio, outdoor, telephone, and the Internet is discussed. The course also includes information about the basic elements of an strategic media plan, including the advertising and media relations objectives, strategies, and tactics. A media planning software is used for the design of contemporary strategic media plans during the course.
Course Precondition
None
Resources
Sissors, J. Z. & Baron, R. B. (2008). Medya Planı Nasıl Hazırlanır?. Melisa Kesmez (Çev.), İstanbul: MediaCat.
Notes
Electronic resources on the subject.
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Defines the basic mathematical concepts involved in media planning. |
| LO02 | Distinguishes the strengths and weaknesses of various media in media planning. |
| LO03 | Develops strategies through the objectives in media planning. |
| LO04 | Constitutes strategies for the target audience and develop plans within the budget for optimum effectiveness. |
| LO05 | Uses data sets to achieve goals. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Explains the basic concepts of the field, communication patterns, communication and cultural functions within the framework of communication as the basis of Communication Studies. | |
| PLO02 | Bilgi - Kuramsal, Olgusal | Recognizes the national and global communication systems, the basic concepts, theories and principles. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Students will be able to associate basic knowledge about the instrumental (Radio, Television, Cinema, Advertising, Public Relations, Journalism, Public Relations, Journalism, etc.) and objective (Public Sphere, Public Opinion, Cultural Production Areas, Citizen Participation, Popular Culture, etc.) fields of Social Communication. | 2 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Explains how communication works in all aspects of individual, group, mass, institution or different cultures. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Associates scientific knowledge and methods with technological innovations in the field. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | With an interdisciplinary perspective on the concept of communication; Sociology, History, Psychology, Linguistics, Political Science, Anthropology, etc. synthesises information from fields such as Communication Sciences. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Produces thoughts and knowledge to understand and solve communication problems encountered in size of individual to global communications. | |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | As a requirement of the ability to communicate effectively, as well as the ability to express oneself; empathizes with the ability to understand the people and the environments they are in. | 3 |
| PLO09 | Beceriler - Bilişsel, Uygulamalı | Reports his/her observations in social, artistic and cultural events that he/she organises and actively participates in. | 4 |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Interprets local, national and international events with a critical perspective. | 5 |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | They take an active role in group work as well as individual work. | 4 |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | As an individual with a developed sense of responsibility towards society, develops projects for the benefit of society. | 3 |
| PLO13 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | In addition to professional development, it continuously improves itself in scientific, social, cultural and artistic fields in line with its interests and abilities. | |
| PLO14 | Yetkinlikler - Öğrenme Yetkinliği | Rational thinking skills as well as methods and strategies to develop creative thinking, as well as written, verbal, visual, etc. express their thoughts through tools appropriate to the purpose. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | To be able to follow the information in the field and communicate with colleagues abroad with the knowledge of a foreign language at least at the general level of the European Language Portfolio (B). | |
| PLO16 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Acts in accordance with ethical principles in the process of accessing, using and transmitting all kinds of information and in all other thoughts and endeavors related to the profession. | 3 |
| PLO17 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Uses methods that can be disseminated to the society in general with basic application skills specific to the field such as media literacy. | |
| PLO18 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Is competent to use required level of knowledge of the area and use of computer software as well as all means of communication (body language, verbal and nonverbal communication, newspapers, magazines, radio, television, cinema, internet and other information / communication technologies, and mass media) | 4 |
| PLO19 | Yetkinlikler - Alana Özgü Yetkinlik | Realizes future career planning in line with learning needs. | 2 |
| PLO20 | Yetkinlikler - Alana Özgü Yetkinlik | It directs all its work within the framework of the legal legislation related to its field. | 2 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Changes in Demographics, Technologies, and Economics. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 2 | Integrated Marketing Communications and Connections Planning. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Beyin Fırtınası |
| 3 | Media and Estimates of Audience Size (HUT/PUT, Rating, Share, GRPs). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 4 | Media and Estimates of Audience Exposure (Reach, Frequency, CPM/CPP, and VPVH). | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 5 | Media Strategy: Understanding Audiences and Connections Planning, Understanding the Competition. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 6 | Sales Analysis and Geographic Strategies (BDI/CDI/MSI), Weighting and Scheduling Strategies. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 7 | Intermedia Comparisons: Media Strengths and Weaknesses. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 8 | Mid-Term Exam | Taught course subjects | Öğretim Yöntemleri: Bireysel Çalışma, Proje Temelli Öğrenme |
| 9 | Media Buying: Negotiating Network Upfront. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 10 | Combining National and Spot Market Activity - Computer Session. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 11 | Media Planning: Objectives, Strategies, and Plan Development. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 12 | Using Data to Establish Goals - Computer Session. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 13 | Using Paid and Unpaid Media in Strategic Planning , Setting and Allocating the Budget. | Reading of literature | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Beyin Fırtınası |
| 14 | Preparing of Campaign | Project assignment | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Bireysel Çalışma, Proje Temelli Öğrenme |
| 15 | Project work | Project assignment | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma, Alıştırma ve Uygulama, Bireysel Çalışma, Proje Temelli Öğrenme |
| 16 | Term Exams | Taught course subjects | Öğretim Yöntemleri: Grup Çalışması, Proje Temelli Öğrenme |
| 17 | Term Exams | Taught course subjects | Öğretim Yöntemleri: Grup Çalışması, Proje Temelli Öğrenme |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 2 | 28 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 1 | 4 | 4 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 8 | 8 |
| Final Exam | 1 | 24 | 24 |
| Total Workload (Hour) | 92 | ||
| Total Workload / 25 (h) | 3,68 | ||
| ECTS | 4 ECTS | ||