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Course Introduction to Media Planning
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COJO 272
INTRODUCTION TO COJO 272 “MEDIA AND CONNECTIONS
PLANNING”
Fall, 2011
John Purdy
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Details: Prerequisites: COJO 112 and 234
Class Period: Tuesday/Thursday, 8:00 to 9:40 PM
Location: OEC 306
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Instructor John Purdy
Office: 422 OEC (651) 962-5634
Office Hours: 10:30 to 11:30 AM Monday and Wednesday or by Appointment
E-Mail: [email protected]
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COJO 272
Instructor: John Purdy Education:
Graduate of University of Minnesota (BA) MBA University of Colorado- Boulder
Career: General Mills- Marketing Research ConAgra- Marketing Management Campbell Mithun- Account Management Clarity Coverdale Fury- Brand Research and Planning Kendall Purdy Group- Consultancy
Teaching: University of Minnesota- School of Journalism and Mass
Communication University of St. Thomas (Clinical Professor)
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WHAT’S NEW?
Journalism 345- Media Planning
COJO 272 Media and Connections Planning
Focus on making connections
through paid media
Focus on connecting with a target audience while engaging their attention
Connect Connect and Engage 5
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Course Overview Designed to provide you with an
understanding of:
Analytical and Creative Processes for Designing Media Plans and connections that:
Are the Most Efficient and Effective Means For Delivery
Persuasive Messages that Engage the Viewer
Directed to the Most Desirable and Appropriate Target Audiences
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Course Objectives Learn how the media work in concert with other marketing
programs
Practice the strategic disciplines of media planning
Learn the language and statistics processes of media
Develop an understanding of how advances in technology have changed the media business
Explore and practice techniques that engage the viewer or reader
Experience and appreciate working in a team environment
Begin to examine and evaluate career options7
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Expectations
Attendance:Woody Allen: “80% of Success is Just Showing Up”Class attendance will be taken
Participation:Participation is expected, questions encouragedReading should be completed, prepared for discussion in classStay abreast of current events in the industry
Deadlines:Turn in all assignments at the beginning of class
Exams:
Two exams- no make-ups without prior permission or documentation of reason for missing 8
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Additional Expectations Respectful Behavior:
Turn off electronic devices Debate is encouraged, but in rational and tolerant
manner
Academic Integrity: Submit your own work Provide appropriate citations
Communication: Share your concerns
Writing: Be attentive to accuracy in spelling and grammar Reports should be in a business style
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Grading Exams:
Mid-Term (20% of Grade) Azzaro Chapters 1-6 + Brown Final (20% of Grade) Azzaro Chapters 7-13 + Brown
Assignments/Quizzes At Various Times- (20% of Grade)
Final Team Project Comprehensive Media Plan 20% of Grade
Class Presentation 10% of Grade Two-Person Teams
Class Participation (10% of Grade)
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Assignments Seven Assignments: (20% of Grade)
Basic Media Math* Yesterday’s Media Usage* Using Syndicated Data Media Metrics Local Market Profile Specialty Magazine Assignment Cross Platform Integration
Only The Last Five Will Be Graded
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Required Text
“Strategic Media Decisions” Marian Azzaro, others
The Copy Workshop, 2008 2nd Ed.
Real World Orientation
Media Professionals
Career Profiles
ISBM:10 1-887229-33-7
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Optional Text
Other Readings From:
Paul Brown and Alison Davis
“Your Attention Please
Adams Media, 2006
ISBN:10-1-59337-687-1
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Media and Advertising Industry Associations
Magazine Publisher's AssociationRadio Advertising BureauNational Cable Television of AmericaOutdoor Advertising Association of AmericaTelevision Advertising BureauInternet Advertising BureauSyndication National Television AssociationDirect Marketing AssociationAmerican Association of Advertising AgenciesAmerican Advertising Federation
Media Research Resources Neilsen MediaArbitronSimmons Market Research BureauMediamark ResearchSRDSBPAAudit Bureau of Circulations
New Media links E-marketer - a subscription based site examining the world of new media and the role played by marketers therein. White papers, studies and various articles; as well as a free daily newsletter available.NUA - The authoritative online source for information on Internet demographics and trends. Their database contains over four years of freely accessible information gathered and collated by Nua.
Interactive Advertising Bureau - The IAB is the only association dedicated to helping online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues.
Links to On-Line Resources
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