Module Descriptors
ACCOUNT AND MEDIA PLANNING
AABM50060
Key Facts
Digital, Technology, Innovation and Business
Level 5
15 credits
Contact
Leader: Hugh Williamson
Email: Hugh.Williamson@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 25
Independent Study Hours: 125
Total Learning Hours: 150
Assessment
- CWK-A&D weighted at 100%
Module Details
Module Additional Assessment Details
100% coursework: a professionally constructed report supporting a sustained campaign.
Module Indicative Content
This module will help you understand the relevance of account and media planning in the success or failure of advertising and branding. You will be introduced to key issues via a series of case studies and you will engage with a number of agencies as a way of developing your understanding further.
Throughout this module you will develop your knowledge of processes, audience research and context. You will also begin to engage with the issue of future planning and strategy development.
An integral aspect of this module will be your understanding of the wide array of media available to the advertiser and best ways to exploit new channels of communication, appropriateness of media and other key issues relating to brand-building and the development of brand-loyalty amongst consumers.
You will analyse and evaluate a campaign of your choice reflecting on the role of account and media planning in its success or failure. For this purpose you will also need to evaluate practices within the agencies involved and include an audit of these agencies in your report.
Throughout this module you will develop your knowledge of processes, audience research and context. You will also begin to engage with the issue of future planning and strategy development.
An integral aspect of this module will be your understanding of the wide array of media available to the advertiser and best ways to exploit new channels of communication, appropriateness of media and other key issues relating to brand-building and the development of brand-loyalty amongst consumers.
You will analyse and evaluate a campaign of your choice reflecting on the role of account and media planning in its success or failure. For this purpose you will also need to evaluate practices within the agencies involved and include an audit of these agencies in your report.
Module Learning Strategies
Seminars will investigate key elements of design implementation through examining theory, case studies
Site visits where appropriate
Workshops, seminars and research activity sessions
Workcheck and peer crit sessions throughout the module
Site visits where appropriate
Workshops, seminars and research activity sessions
Workcheck and peer crit sessions throughout the module
Module Resources
Advertising and brand management studio/workshop
Thompson Library
University computing facilities
Thompson Library
University computing facilities
Module Texts
Cooper, A . (ed.), How to plan Advertising (Thomson Learning: 2001) ISBN: 0826457401
Katz, H., The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research and Buying (Lawrence
Erlbaum Associates, Inc: 2003) ISBN: 0805842683
Sissors, J. Z., Surmanek J., Baron, R. B. (Eds.), Advertising Media Planning (Contemporary Books: 2002) ISBN: 0844215635
Steel, J., Truth Lies and Advertising (John Wiley & Sons Inc: 1998) ISBN: 0471189626
Surmanek, J., Advertising Media A-to-Z: The Definitive Resource for Media Planning, Buying and Research (Higher Education:
2003) ISBN: 0071422145
Katz, H., The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research and Buying (Lawrence
Erlbaum Associates, Inc: 2003) ISBN: 0805842683
Sissors, J. Z., Surmanek J., Baron, R. B. (Eds.), Advertising Media Planning (Contemporary Books: 2002) ISBN: 0844215635
Steel, J., Truth Lies and Advertising (John Wiley & Sons Inc: 1998) ISBN: 0471189626
Surmanek, J., Advertising Media A-to-Z: The Definitive Resource for Media Planning, Buying and Research (Higher Education:
2003) ISBN: 0071422145