APPLIES TO ACADEMIC YEAR 2014/2015

MRK 3676 Creative strategy and media planning

Responsible for the course
Mona K Solvoll

Department
Department of Marketing

Term
According to study plan

ECTS Credits
7,5

Language of instruction
Norwegian

Introduction
The choice of target groups, message, coverage and media channels are essential as strategic tools in a market communication plan. In addition to brand knowledge and consumer insights, this course is based on media and communication theory. Some key questions are: when, where and how can you reach your target groups most efficient with your advertising messages and which media channels are most relevant, both regarding the target groups’ media habits and your communication goals? An important part of the course is the choice of creative design.

Learning outcome
There are two goals in the course in order to establish a critical and solid understanding of media planning. First: the students will during the course be able to make decisions about creative strategies for advertisement. Secondly: the students will develop an understanding for which media channels are the best suited in order to communicate the advertisement efficiently.

Acquired Knowledge
After the course, students will be familiar with basic principles in various communication theories in order to describe and explain relations between influence, creative strategies and contexts.
The students will be able to identify and describe the various media channels, their qualitative and quantitative characteristics as carriers of advertisements.

Acquired skills
The students will be able to use theory about influence, communication and creativity in order to rate advertisements. They will be able to define concrete communication goals, set target groups and media channels in their development of a media strategy. While developing a media strategy, the students must be able to gather information about the target groups’ media habits from various data bases (such as TNS Gallup and SSB).

Reflection
Throughout the course, the students will practice in reflecting and discussing the use of commercial influence. They will practice in behavior accordingly to norms of the society, the laws, guide lines, particular relevant for strategically, market and ethical problems.

Prerequisites
The students must have passed the second year in Bachelor in marked communication, or similar.

Compulsory reading
Books:
Larsen, Svein og Mona K. Solvoll. 2012. Medieplanlegging. Fagbokforlaget

Other:
I tillegg til boken til Larsen & Solvoll vil det brukt aktuelle artikler / bokkapitler. Formidles via Itslearning. (ca 100 sider)


Recommended reading
Books:
Bonvik, Øystein. 2012. Få som fortjent : troverdig oppmerksomhet i kanaler du ikke kontrollerer. Fagbokforlaget. 262. Boken henspiller på de nye "merkelappene" fortjent, kjøpt og egne mediekanaler
Wilson, Laurie J., Joseph D. Ogden. 2008. Strategic communications planning for effective public relations campaigns. 5th ed. Kendall/ Hunt Publishing. Spesielt kap. 1, 2 og 4 er relevant

Course outline

• Media planning in a integrated marked communication perspective
• Media habits: statistics on audience, content and use (TNS Gallup, Norsk mediebarometer, Synovates medieindeks)
• The choice of target groups, size, value, probability for converting and costs
• Goals and effects, advertisement goals, communication goals, consumer behavioral goals
• Communication idea: consistency and interaction between messages in different media channels
• Choice of message and creative strategy: description and analysis of communication messages
• Media choice: development of a media strategy
• Qualitative and quantitative characteristics of media channels
• Budgeting and evaluation of media campaigns