Course Introduction to Media Planning

1. INTRODUCTION TO COJO 272
“MEDIA AND CONNECTIONS
PLANNING”
COJO 272
1 Fall, 2011
John Purdy
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2. Details:
 Prerequisites: COJO 112 and 234
 Class Period: Tuesday/Thursday, 8:00 to 9:40 PM
 Location: OEC 306
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3. 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: jkpurdy@stthomas.edu
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COJO 272 272
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4. Instructor: John Purdy
 Education:
 Graduate of University of Minnesota (BA)
 MBA University of Colorado- Boulder
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 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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5. WHAT’S NEW?
COJO 272
Journalism 345- COJO 272 Media and
Media Planning Connections Planning
Focus on making Focus on connecting with a
connections target audience while
through paid media engaging their attention
Connect Connect and Engage
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6. Course Overview
 Designed to provide you with an understanding
of:
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 Analyticaland 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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7. Course Objectives
 Learn how the media work in concert with other marketing
programs
 Practice the strategic disciplines of media planning
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 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 options
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8. Expectations
Attendance:
Woody Allen: “80% of Success is Just Showing Up”
Class attendance will be taken
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Participation:
Participation is expected, questions encouraged
Reading should be completed, prepared for discussion in class
Stay 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
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9. Additional Expectations
 Respectful Behavior:
 Turn off electronic devices
 Debate is encouraged, but in rational and tolerant manner
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 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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10. Grading
 Exams:
 Mid-Term (20% of Grade) Azzaro Chapters 1-6 + Brown
 Final (20% of Grade) Azzaro Chapters 7-13 + Brown
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 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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11. Assignments
 Seven Assignments: (20% of Grade)
 Basic Media Math*
 Yesterday’s Media Usage*
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 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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12. 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
COJO 272
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13. 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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14. Links to On-Line Resources
Media and Advertising Industry Associations
Magazine Publisher's Association
Radio Advertising Bureau
National Cable Television of America
Outdoor Advertising Association of America
Television Advertising Bureau
Internet Advertising Bureau
Syndication National Television Association
Direct Marketing Association
American Association of Advertising Agencies
American Advertising Federation
Media Research Resources
Neilsen Media
Arbitron
Simmons Market Research Bureau
Mediamark Research
SRDS
BPA
Audit 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.
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