The aim of the course is to learn what the media planning process includes, the steps required for media planning, strategies, and how the research and data analysis used in media planning are carried out.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Professor Ceyda Deneçli
Course Assistant(s)
Schedule
Wednesday, 11.00-12.45, Atakoy Campus, Art and Desing Faculty, AK 5C1113
Office Hour(s)
Wednesday, 13:00-14.00, Atakoy Campus, Art and Desing Faculty, AK 5C1113
Teaching Methods and Techniques
Verbal presentation and application
Principle Sources
- Başal, B. (12018). Yeni Medya Planlama ve Tüketici Davranışları İstanbul: Çantay Kitabevi.
- Mestçi, A. (2013). İnternette Reklamcılık. İstanbul. Pusula Yayınevi.
- Sissors, J.Z. & Baron, R.B. Medya Planı Nasıl Hazırlanır?. İstanbul: Mediacat.
- Kelly, L.D., Jugenheimer, D.W. ve K.B. Sheehan. (2015). Advertising Media Planning- A
Brand Management Approach. New York. Routledge.
Other Sources
Course notes
Course Schedules
Week
Contents
Learning Methods
1. Week
Talking about the content and the aim of the course
Verbal lecture, visual presentation
2. Week
Definition of media and related areas of media planning.
Verbal lecture, visual presentation
3. Week
Media planning stages (competition analysis, target audience analysis, geographic weighting)
Verbal lecture, visual presentation
4. Week
Media planning stages (ad timing, the length of the ad campaign, selection of media vehicles, evaluations after media buying)
Verbal lecture, visual presentation
5. Week
Concepts and calculations related to media planning
Verbal lecture, visual presentation
6. Week
Concepts and calculations related to media planning
Verbal lecture, visual presentation
7. Week
Midterm
Verbal lecture, visual presentation
8. Week
Digital media planning and digital media planning terminology
Midterm
9. Week
Digital advertising types
Verbal lecture, visual presentation
10. Week
Problems in media planning. Media measurements.
Verbal lecture, visual presentation
11. Week
Comparing media. Evaluating the advantages and disadvantages of media classes.
Verbal lecture, visual presentation
12. Week
Implementing media planning. Student presentations.
Verbal lecture, visual presentation
13. Week
Implementing media planning. Student presentations.
Verbal lecture, visual presentation
14. Week
Final Exam
Final Exam
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Final Exam
1
60
Program Outcomes
PO-1
The students will be able to define all kinds of concepts related to communication, new media, art and culture (New media and communication)
PO-2
The students will be able to understand the historical developments of communication and new media issues, as cultural, social, and technological change depending on the areas of related changes. They will be able to evaluate the results.
PO-3
The students will be able to follow technological, cultural, and social changes and apply them to their fields
PO-4
The students will be able to analyze and evaluate the new media and communication issues and criticize them by interpreting their understanding.
PO-5
The students will be able to produce scientific content by researching and analyzing theoretical and conceptual issues related to new media and communication fields with a scientific approach
PO-6
The students will be able to manage time and resources effectively by improving content production and management skills on digital platforms.
PO-7
The students will be able to develop detailed and necessary knowledge in specific areas of expertise such as internet journalism, digital marketing, digital advertising, new media programming, and public relations in social media.
PO-8
The students can produce original works in various fields, such as digital animation, digital photography, interactive media design, digital game design, and application design.
PO-9
The students will be able to understand artistic works by following current and digital works of art.
PO-10
The students will be able to create strategies for institutions in social media platforms and put them into practice.
PO-11
The students will be able to put their creative ideas into practice in digital platforms and produce multimedia projects.
PO-12
The students will be able to use the necessary tools and equipments in their profession in the right place and at the right time, and relate the theoretical knowledge they have acquired to the sector practices.
PO-13
The students will be able to produce by working in a disciplined, planned and creative manner.
PO-14
The students will be able to produce projects in various competitions, exhibitions, panels, biennials and seminars etc. in national and international areas.
PO-15
The students will be able to provide solutions to the problems encountered in the communication process and will be able to use the initiative related to the topic.
Learning Outcomes
LO-1
Definition of media. Media, advertising and consumer relations. Target audience in media
planning. Relationship between marketing mix and media planning.
LO-2
Media planning stages (competition analysis, target audience analysis, geographic
weighting)
LO-3
Media planning stages (ad timing, the length of the ad campaign, selection of media
vehicles, evaluations after buying media)
LO-4
Concepts and calculations related to media planning (rating, average audience rating,
TVR, Share, Reach)
LO-5
Concepts and calculations related to media planning (ATS, GRP, Reach, O.T.S.,
Adhesion, Affinity index, CPT, CPP, SOS, SOV etc.)
