Journalism, Advertising and Media Studies JAMS 505 Research for Strategic Communication Course Syllabus

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1 Background: This course recommendation was developed with two objectives: 1. To adapt and streamline the current course content from into more relevant workplace subject matter for an Advertising/Public Relations career path, and 2. To fill a void within the current Journalism and Mass Communication Advertising course track curriculum at UW-Milwaukee by adapting the course content from JMC 280 (Advertising, Strategic Media Planning) which was offered Spring, 2006 and Fall, Advertising media planning is one of the key functions inside an advertising agency. Approximately 75% of all advertising dollars are devoted to media placement. Effective media planning helps ensure the desired results of the campaign. A solid understanding of the media planning and buying process is essential for anyone planning an advertising career, especially in the areas of media or account service. Historically, internship and entry-level applicants with knowledge/experience with research and media have a distinct advantage in the job search process. The current curriculum touches some aspects of media in JAMS 222. Course Description: The purposes of this course are to help students 1) appreciate the role of research in strategic communication, which includes but is not limited to the role that research plays at various stages of PR and advertising campaigns; and 2) understand the basics of a range of research methods and their applications in the context of strategic communication. Introduction to media planning for students interested in careers in advertising, public relations, or other forms of strategic communication. Course focuses on: 1) challenges facing strategic communicators, especially media specialists, in an "era of choice," 2) basic concepts involved in buying, planning and placing stories in traditional and "new" media, 3) data sources used in the process of strategic media analysis, 4) basic elements of a strategic media plan involving advertising and public relations, 5) tactical and strategic concerns in devising a media plan, 6) use of media planning software to aid in development of strategic media plans. Page 1 of 7

2 Course Objectives This class will provide students with the tools they will need to perform in an entry-level capacity (internship or employment) in the research and/or media area of an advertising agency. Students will develop an understanding of the challenges and processes involved in making research and media decisions and how they relate within the overall advertising development process Upon successful completion of this course, students should: 1. Understand the processes of Research Planning and Media Planning 2. Understand basic media terms, formulas and calculations 3. Understand basic capabilities of major syndicated research tools (Simmons, MRI, etc) 4. Understand strengths and weaknesses of research methodologies (surveys, interviews, focus groups, etc.) 5. Be conversant in various research methodologies and able to translate research results into actionable marketing communications objectives 6. Understand how to solve basic research and media planning problems 7. Develop basic knowledge of advertising media industry 8. Be able to write formal media planning documents 9. Understand how audiences interact to various advertising messages 10. Understand some ethical issues involved in both the research and media planning processes 11. Demonstrate ability to think critically about marketing in regard to research and media planning 12. Begin to develop understanding of philosophical approach to advertising/marketing research that provides actionable insights/results Course Prerequisites Students must have declared a Major/Minor in JAMS Have a grade of C or better in JAMS 207, JAMS 222 or JAMS 224 or Instructor s consent. Course Time & Location Time: Location: Tuesday & Thursday / 8:00-9:15am Lubar S241 Office Hours By appointment Instructor Mike Oelhafen Director of Media Charleston Orwig 515 W. North Shore Drive Hartland, WI Cell oelhafn@uwm.edu Page 2 of 7

3 Required materials: Journalism, Advertising and Media Studies 1. Jack Z. Sissors and Roger B. Baron, Advertising Media Planning (7 th Edition, McGraw-Hill, 2010) List Price: $69.95 ISBN-10: Margaret Ann Morrison, Eric Haley, Kim Bartel Sheehan, and Ronald E. Taylor, Using Qualitative Research in Advertising: Strategies, Techniques, and Applications (Sage Publications, 2002) List Price: $37.95 ISBN-10: Calculator Bring to class each week 4. Access to spreadsheet software, such as Microsoft Excel, is recommended. Evaluation: Students will be evaluated in the following areas: Attendance & Class Participation Quizzes Lab Assignments Exams Midterm and Final Research/Media Plan Project Total Up to 50 Points 50 Points 150 Points 500 Points 250 Points 1000 Potential Points Grading Scores A 950+ C A C B C B D B F >475 Late assignments receive 0 points. An established list of additional projects will be available later in the semester where students have the opportunity to regain points from missed assignments. Page 3 of 7

4 University Policies Participation by Students with Disabilities Students requiring special accommodations in order to meet the course requirements should contact the instructor immediately. Accommodation for Religious Observances Students will be allowed to complete examinations or other requirements that are missed because of a religious observance. Academic Misconduct The university has a responsibility to promote academic honesty and integrity and to develop procedures to deal effectively with instances of academic dishonesty. Students are responsible for the honest completion and representation of their work, for the appropriate citation of sources, and for the respect of others academic endeavors. A more detailed description of Student Academic Disciplinary Procedures may be found in Regents Policy Statements, UWS Chapter 14 and UWM Faculty Document #1686. Complaint Procedures Students may direct complaints to the head of the academic unit or department in which the complaint occurs. If the complaint allegedly violates a specific university policy, it may be directed to the head of the department or academic unit in which the complaint occurred or to the appropriate university office responsible for enforcing the policy. Grade Appeal Procedures A student may appeal a grade on the grounds that is based on a capricious or arbitrary decision of the course instructor. Such an appeal shall follow the established procedures adopted by the department, college, or school in which the course resides. These procedures are available in writing from the respective department chairperson or the Academic Dean of the College/School. A more detailed description of the grade Appeal Policy may be found in UWM Selected Academic and Administrative Policies, Policy #S-28 and UWM Faculty Document #1243. Sexual Harassment Sexual harassment is reprehensible and will not be tolerated by the University. It subverts the mission of the University and threatens the careers, educational experience, and well being of students, faculty, and staff. The University will not tolerate behavior between or among members of the University community, which creates an unacceptable working environment. Attendance Incomplete s. A notation of incomplete may be given in lieu of a final grade to a student who has carried a subject successfully until the end of a semester but who, because of illness or other unusual and substantiated cause beyond the student s control, has been unable to take or complete the final examination or to complete some limited amount of term work. An incomplete is not given unless you prove to the instructor that you were prevented from completing course requirements for just cause as indicated above. A more detailed description of the Incomplete Policy may be found in UWM Selected Academic and Administrative Policies, Policy #S-31 and UWM Faculty Documents #1558 and #1602. Also, a description of this policy may be found in UWM Schedule of Classes. Safety Financial Obligation. The submission on your registration form and your subsequent assignment to classes obligates you to pay the fee-tuition for those classes or to withdraw your registration in writing no later than the date specified in the Schedule of Classes. It is important to both you and the University that you make payment on time. A complete description of UWM fee policies may be found in the Schedule of Classes. Page 4 of 7

5 Course Schedule: Week 1 Chapters 1 & 2 Course Introduction Expectations Syllabus review Evaluation criteria review What is Media Planning? Definition Role of the Media Planner Challenges in Today s Marketplace Classes of Media General Media Planning Procedures Principles for Selecting Media Vehicles Problems in Media Planning Sample Media Plan Presentation Objectives Competitive Analysis Target Audience Analysis and Audience Research Media Consumption Habits Media Selection Rationale Media Strategy Flowchart & Budget Post-Buy Evaluation Week 2 Chapter 3 The Relationship Among Media, Advertising, and Consumers How Consumers Choose Media Consumer Perceptions of Internet Advertising How Audiences Process Information Importance of Media in the Buying Process Media Planning and the Marketing Mix Exposure: The Basic Measurement of Media Audiences Need for Better Media Vehicle Measurements Response Function Researching/Measuring Audiences to Advertising in Vehicles Week 3 Chapter 4 Basic Measurements and Calculations How Media Vehicles are Measured/Research Methodology How Data is Interpreted General Uses of Vehicle Audience Measurements Various Concepts of Audience Measurements Section 2 Qualitative View of the World: Theory and Data Analysis Inside the Qualitative World The Qualitative Approach Qualitative Methods and Data Analysis of Qualitative Data Page 5 of 7

6 Week 4 Chapter 5 Advanced Measurements and Calculations Gross Rating Points Gross Impressions Reach Frequency Effective Frequency Brief History of Effective Frequency Section 3 Section 4 Ethnographic Methods for Advertising Research Participant Observation Panel Studies Listening The Qualitative Interview Characteristics of Qualitative Interviewing Analyzing Transcripts Week 5 Chapter 6 Marketing Strategy and Media Planning What a Media Planner Needs to Know Situation Analysis Marketing Strategy Plan Competitive Media Expenditure Analysis Source of Marketing Data Media Planning Resources on the Internet Week 6 Chapter 7 Strategy Planning I: Who, Where, & When? Target Selection Practical Applications of Industry Research Tools Where to Advertise When to Advertise Week 7 Chapter 8 Strategy Planning II: Weighting, Reach, Frequency, and Scheduling Using Research Geographic Weighting Reach and Frequency Effective Reach and Frequency Scheduling Research Insights in Media Planning Week 8 Chapter 9 Selecting Media Classes: Intermedia Comparisons Comparing Media utilizing Best Practices in Research Consumer Media Classes New Media Concepts Intermedia Comparisons for Nonmeasured Media Media Mix Page 6 of 7

7 Week 9 Chapter 10 Principles of Planning Media Strategy Media Strategy Concepts What Media Planners Should Know Before Starting to Plan Other Elements of Media Strategy Creative Media Strategy Choosing Media Strategies Week 10 Chapter 11 Evaluating and selecting media vehicles Determining Media Values for Magazines Target Reach, Composition and Cost- Efficiency with Research Tools Other Media Values Qualitative Values of Media Ad Positions Within Media Internet Media Vehicles Week 11 Chapter 12 Media Costs and Buying Problems Overall Planning and Buying Considerations Media Costs Media Buying Issues Week 12 Project Discussions(s) Advertising Careers Miscellaneous Review Week 13 Chapter 13 Setting and Allocating the Budget Setting the Budget Allocating the Budget Chapter 14 Testing, Experimenting and Media Planning Tests and Experiments Test Marketing Media Testing Measuring Results with Actionable Research Media Translations Media Plan Projects due Week 14 Final exam Page 7 of 7