AAA School of Advertising
AMASA Media Management Curriculum
Course outline 2008

An introduction to media strategy lectures: 1-7

Developing a standpoint for media
• Position media planning within the broader discipline of advertising and communication.
• Understand the various elements of the media planning process.
• Understand the role of media planning within the advertising process

SA media overview
• Provide a basic overview of the South African media landscape in order to put future communication channel lectures into context.

Defining the target market
• Putting into perspective the importance of target market definition.
• Providing an overview of the various elements of target market definition, eg. Income, LSM's, etc.
• Touching on the various research tools that are available for target market definition.

Concepts of media planning
• The role of the media decision.
• Understanding basic media terminology, ie. Coverage, reach, cumulative reach, frequency, GRP's, etc.
• Calculating and applying of basic media principles ie. reach, frequency, GRP's, etc.
• Evaluating cost efficiency vs. media delivery.
• Reach guidelines.
• Setting effective frequency levels.

Media qualities and the mix
• Differentiating between a medium and a media vehicle.
• Determining and evaluating media imperatives for each medium.
• Differentiating between cost efficiency vs. cost effectiveness.
• Understanding and compiling a SWOT analysis for each medium.

Media research
• Understanding the need for research.
• Overview of available research.
• How to evaluate research.

Reading computer runs
• Reading and analysing a typical research run.
• Calculating and using indices, percentages, etc.

Preparing the media strategy lectures: 8-20

Television
• Overview of the television industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Understanding, calculating and applying media specifics to television, ie. reach, frequency, GRP's, CPP's, etc.
• Understanding the dynamics of putting a TV plan together, ie. Sample sizes, audience shares, daypart delivery, etc.
• Reading and analysing a typical buying brief.
• Reading and analysing a typical post campaign report.

Radio
• Overview of the television industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Understanding qualitative factors such as language, spot duration.
• Identifying audience patterns, daypart delivery, etc.
• Creating a radio plan to meet reach or frequency objectives.
• Evaluating the role of the various stations.

Magazines
• Overview of the magazine industry from a publisher's point of view.
• Overview of the magazine industry from a planning point of view.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Evaluation criteria.
• Calculating title and media schedule cost efficiency.

Newspapers
• Overview of the newspaper market.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Evaluation criteria.
• Calculating title and media schedule cost efficiency.

Cinema
• Overview of the cinema industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Utilising sources other than AMPS.
• Opportunities beyond the on-reel placement.

Outdoor/Out of home
• Overview of the OOH industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Understanding the limitations of conventional research.

Relationship marketing
• Overview of the DRM industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.

Alternative media
• What is alternative media.
• Understanding the contribution that alternative media bring to a strategy.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.

Digital/Online
• Overview of the online/digital industry.
• Definitions of relevant media terminology.
• The role of the medium in the overall planning process.
• Increasing importance/ relevance of the communication channel.

Sponsorships
• The role of sponsorships in the overall communication mix.
• How to evaluate sponsorships.
• Evaluation criteria.
• How to measure the impact of sponsorships.

Reading rate cards
• How to calculate costs and read rate cars:
• Television
• Cinema
• Radio
• Magazines
• Newspapers
• Online

Creativity in media
• Impact vs. effectiveness
• Role of creativity
• Examples of great creative media executions

The media strategy lectures: 21-34

Developing a strategy
• Analysing the client brief.
• Understanding what data you need.
• Understanding the elements that make up a communication strategy.
• Presenting a media strategy.

The media plan
• Isolating the steps from the communication strategy.
• Appropriate budget setting criteria.
• Laying out a media plan.

Media strategy case study
• Examples of media strategies that have been developed and the resulting media plans that were executed and implemented.

Venue

Date: 03 June 2008 to 25 October 2008
Location: AAA School of Advertising, Johannesburg
Cost: R 7 790.00
More info: 1st Floor Bond Street Centre
Cnr Bram Fischer (Hendrik Verwoerd) and Bond Street Kensington B Randburg 2194

Contact: Caroline Morabe
Company name: AAA School of Advertising
Telephone number: +27 11 781 2772
Email address alisonr@aaaschooljhb.co.za

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