Universitat Internacional de Catalunya - BarcelonaAdvertising Media Structure and Planification
Module: Comunicación persuasiva
Matter: Estructura y planificación de los medios publicitarios
Main language of instruction: Spanish
Head instructor
The subject, despite having a very important for the basics properly acquired theoretical part, has a practical approach. In sessions with the whole group it is where the teacher explains the theoretical knowledge of the various issues in order to further solve the corresponding delivery of briefing practical case.
The ability to generate a media plan at the end of the course will be the main objective to take, and proper development of a creative campaign strategy and shaft.
It is necessary that students spend a few hours each week of personal work to this subject to consolidate the knowledge acquired in the different subjects.
There are no prerequisites for the realization of this subject.
You can identify the step of performing the same, understanding the reality of the market and applying theoretical knowledge in a practical project, from receipt of the briefing by the client, the search for information regarding the target audience and audiences and selection of the most appropriate means well determining the budget.
• Concer the basic instrument for assessing media plans.
• Knowing determine the feasibility of a media plan.
• Knowing how to find, analyze and understand information from different sources.
• Ability to organize and plan.
• Ability to make reasoned and consistent exposures
El alumno será capaz de entender los criterios necesarios para el desarrollo de un Plan de medios.
1. The importance of advertising strategy in generating a media plan
a) The briefing
b) The strategic platforms
c) Types of advertising strategies
1.1. Creative Strategy and its relationship with the media strategy
a) Content Strategy
b) coding strategy
c) Shafts campaign
1.2. The Media Strategy
a) Department of media planning
b) Making decisions about the media
c) Making decisions on communications media
d) Making decisions about the communication spaces
Current media 2.Panorama
a) Differences between conventional and unconventional means
b) Origin of unconventional communication
c) Characteristics of advertising media and proper matching of campaigns to them
2.1. Type of conventional means
2.2. Typology of unconventional means
2.3. other classifications
d) advertising investment in Spain
e) Sources of data on media advertising in Spain.
f) Main studies (AIMC / EGM, Infoadex, Sofres, OJD, Geomex ...)
g) Companies and Groups of media and advertising in Spain
3. The Media Plan
3.1 Planning media
a) Planning offline media
b) Media planning online, digital and social networks
3.2. Variables off line analysis means
a) Coverage
b) Frequency
c) Cost
3.3.Variables media analysis online
a) Metrics in social networks
1. Volumetric Data (activity, audience, visibility, interaction, scope, engagement and conversion)
2. Quantitative data
3. Qualitative data
4. Generation of a media plan with TOM Micro
a) Variables media planning analysis
b) How does a media plan
5. Negotiation and media buying
a) The Central Media
b) Rates media
c) Negotiation and budget
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