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Presentation
Presentation
The Media Planning UC aims to provide students with knowledge in the area of media management, development of media plans and their effectiveness assessment
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Class from course
Class from course
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Degree | Semesters | ECTS
Degree | Semesters | ECTS
Bachelor | Semestral | 4
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Year | Nature | Language
Year | Nature | Language
2 | Mandatory | Português
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Code
Code
ULHT168-7049
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Prerequisites and corequisites
Prerequisites and corequisites
Not applicable
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Professional Internship
Professional Internship
Não
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Syllabus
Syllabus
Media Planning Concepts Characteristics of the media as advertising media: TV Press Radio Internet Movie theater Outdoor
Advertising research applied to media
planning Planning and implementing a media strateg
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Objectives
Objectives
t is intended that students be able to analyze, understand, distinguish and interconnect the various agents and stages of the marketing communication processes and media planning, so as to apply them in a media proposal. - Know the different agents involved in the marketing communication process; - Define and clarify the different advertising media; - Understand the steps inherent in the media planning process; - Understand the contexts in which media planning operates; - Conduct a media plan; - Assess the effectiveness of a campaign
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Teaching methodologies and assessment
Teaching methodologies and assessment
The methodologies to be adopted favor the articulation between a theoretical approach and a more practical approach, seeking to present and develop the syllabus through the use of theoretical expository teaching sessions; Theoretical practical sessions of analysis and discussion of program themes.
Students will use a computer tool (Yumi64), rented from Marktes to prepare media plans with real data.
Assessment:
Test 50%
Final project and presentation 50%
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References
References
Media And Adveritising 2022, Marktest
Baron, L., Sissor, Y., (2010), Advertising Media Planning (7ºed). NTC Business Book. Illinois.
Caetano, J., Estrela, R., (2004), Introdução à Publicidade, Porto, Edicções Ipam,
Cooper, A. (ed.) (1991), How to plan Advertising. Cassel. Wiltshire (GB). 1997.
Cowley, D., (1991), Como Planificar a Publicidade, Edições CETOP. Lisboa.
Eguizábal Maza, R., Antonio Caro (eds), (1996), Medición, Investigación e Información de la
Publicidad. Edipo. Madrid.
Kelley, L., Jugehneirmer, D. (2008), Advertising Media Planning: A Brand Management
Approach, NY, M.E. Sharp
López, E., Lobo,(1997) M., Manual de planificación de medios. ESIC Editorial. Madrid.
Pérez-Lantre, F.,(2000), Planificación y gestión de medios publicitários, Editorial Ariel,
Barcelona.
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Office Hours
Office Hours
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Mobility
Mobility
No
