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Peer Review

Media Planning

by Teresa Serra , Ricardo Perez


Overall Numeric Rating:

3.75 stars
Content Quality: 3.5 stars
Effectiveness: 3.5 stars
Ease of Use: 4.5 stars
Reviewed: Jun 11, 2013 by Business Editorial Board
Overview: This is a comprehensive website that explains the various aspects of the media planning process. Areas covered include the media's role in the integrated communication plan, trends and statistics, a glossary of terms, formulas for key metrics, and perspectives from the client, the media agency and the media. A series of exercises familiarize students with the equations that define certain important terms in developing a media plan. Through interviews with media consultants and with additional explanation of important concepts and language a student has the opportunity for insight into the commercial work of media planning. Media planning is the strategies and decisions necessary to promote a product or service through commercial advertising.
Type of Material: Tutorial
Recommended Uses: The recommended use is as an out-of-class self-directed tutorial since students can work on this at their own pace. It could also be assigned as homework.
Technical Requirements: Internet Explorer, Firefox, Safari will all work with this tutorial. There is some problems with a graphic that interferes sometimes with placing answers in the exercises. This can be overcome with re entering the exercises. A plug-in is required to fully utilize this module.
Identify Major Learning Goals: To understand the stages of the media planning process. Experience the point of view of consultants directly involved in the field who must apply knowledge and experience to creatively plan advertising campaigns.
Target Student Population: Students of communications, marketing, public relations, media studies, and applied statistics.
Prerequisite Knowledge or Skills: Familiarity with beginning marketing concepts. Some ability to apply mathematics.

Evaluation and Observation

Content Quality

Rating: 3.5 stars
Strengths: The overview provides an understanding challenges faced by media planning professional. In the Exercises, if student get an answer incorrect, the correct answer is provided along with an explanation. This will help students understand what goes into calculations for the media planning process. The glossary that is accessible for use with the exercises introduces very important concepts and calculations for media planning. The overview introduces some very important difficulties for professionals in media planning and the sample plan introduces creativity as applied to media planning.
Concerns: As is the case with many modules that were created long ago, this module does not consider the impact of advertising generated in the online world. It seems to be based more on traditional forms of media (e.g., tv) rather than a comprehensive view that includes newer media as well. The fragmentation in 2009 is not the same as today with growth in Internet advertising. The creative project has to be questioned on an ethical level. Is it okay to promote a family car by marketing to children and teens that are interested in popular musicians? Explanations of the concepts for media planning are not fully described.

Potential Effectiveness as a Teaching Tool

Rating: 3.5 stars
Strengths: The presentation by media professionals provides a very important resource for students who may be preparing for internships in the field. Review of media planning concerns is also very relevant. The glossary is also a helpful supplement to any student with an interest in media planning.
Concerns: Information is based on 2009 statistics. Ethical concerns in the sample project are not explored. Media fragmentation is a term used and explored but never clearly defined. There is an absence of total budget figures for the sample media program and this would help a student understand the scope of the project. Again, some of the information is not current because it is nearly 4 years old, based on the timing of this review. As a suggestion, the presentations could be enhanced via more current video that might be available publicly in YouTube.

Ease of Use for Both Students and Faculty

Rating: 4.5 stars
Strengths: The module is easy to use and the presentation of information is very clear.
Concerns: A plug-in is required to view some of the content. Students using older browsers may not be able to view content without updating their browser or downloading the necessary plug-ins. The glossary should be available in other places besides the exercises and some directions about where to start and proceed through the materials would be helpful.

Other Issues and Comments: This material is best used in conjunction with the teaching of media and marketing. It does present a creative project that may pose some ethical concerns.