The specialization of students is sought in the routines and professional skills of planning and advertising and public relations media. It will simultaneously serve as a platform for the final degree project.



General Competencies:

G002 - Apply theories and methodological tools to practice in different communicative processes and contexts.

G003 - Synthesize, develop and apply new creative approaches to solving communication problems.

G004 - Analyze, interpret, explain and critically evaluate facts, social processes, texts and communicative projects.

G005 - Communicate and present, fluently, effectively and in an argued manner, projects, achievements and results of work and research, in different genres, formats and media of advertising and public relations.

G006 - Develop skills and abilities related to participation, management and optimization of teamwork, applying informed criteria to decision making and evaluation of results.

G007 - Apply skills and use techniques, technologies and resources to the development of content and processes of advertising communication and public relations and information in general.

G008 - Project and design strategies aimed at identifying objectives and planning actions, in the context of the development of advertising and public relations projects.

G009 - Acquire knowledge and experience of professional environments and routines in order to get closer to the reality of the work of the different professional profiles in the field of advertising and public relations that the market demands.

G010 - Search, select, prioritize and analyze information and documentation in different sources, adapting its content to different forms and narrative strategies.



Transversal skills:

CT1 - Autonomy and self-regulation.

CT7 - Critical thinking.

CT8 - Teamwork.



Specific Competencies:

C3CC02 - Design, analyze and develop media plans, applying informed criteria to the resolution of advertising communication and PR communication problems.

C3CC03 - Discriminate, value and apply principles, techniques and processes of graphic design and audiovisual narrative to the development of projects, identifying aesthetic currents and styles in advertising productions, integrating the gender issue

C3CC04 - Apply techniques and strategies to the diagnosis and management of communication and public relations, in different communication contexts, media and organizational environments

C3CC05 - Apply market research methodologies and tools to the team development of advertising communication and PR projects.



Learning outcomes:



1-To bring the student closer to the knowledge of the media linked to advertising activity.

2-Analyze your contribution to an advertising campaign and more specifically to your media plan.

3-Deep into the current sources of information that exist on the consumption of advertising media. (EGM, Kantar media, CIES, etc.)

4-Know the basic fundamental concepts that every planner must master in order to implement the phases of an optimal media plan.

5-Finally, complement the knowledge with an analysis of the contribution that each medium makes to the plan. Penetration, structure, supports, marketing and advertising communication values. (Objectives or effectiveness, tactical and economic).



In summary, know the technical and tactical characteristics of each media (Theory) and know how to compare them based on quantitative data based on audiences, costs and profitability (Practice).

Theoretical fundament:

Introduction.

Theory of personal vs mass communication.

Mass media as advertising media.



II. Sources of information (I.).

Introduction.

The main sources of information.

Sources related to the study of audiences.

- The general media study (EGM).

- Media audience study in P.V and Navarra. (CIES).

- TNS audiometry panel. (Television).

- Press audience study among Spanish AIMC managers and directors.

- Study of audiences in the P.Exterior environment (GEOMEX and GEOTRANS).

- Internet users panel (NIELSEN/NET RATINGS).

- ON-Line surveys to Internet users:

o Net surfers. (AIMC):

o General Internet study. (EGI).



III. Sources of information (II.).

Sources related to diffusion control. (ICP).

Sources related to information on media notoriety. (IOPE, Multimedia and Top of Mind, from IMOP.)

Sources related to the monitoring of advertising activity. (INFOADEX, ARCE MEDIA, TNS).

Other sources that provide information and collaborate in decision making.

o AIMC/Brands Study.

o Panels of retailers and consumers.

o Other institutional and sectoral sources (study by the INE, CIS, AEDEMO, ESOMAR, etc.).

Other sources on the structure of media and supports. (Media guide, Mecos, Sector magazines, etc.).



IV. Basic concepts used in media selection and planning.

-Concepts related to the audience.

o Audience, penetration, profile.

o Useful audience and affinity.

o Cumulative audience, duplications and net audience.

o Rating point, Share, PUT, HOT, PUR.

Concepts related to profitability.

o Cost per contact, cost per thousand, cost rating point,

GRP cost.

o Profitability coefficient.

-Concepts on evaluations of media plans.

o Coverage, frequency (OTS).

o Impact distribution curve.

o The effective interval. Effective coverage and frequency.

or GRP¿S and TRP¿S.



V. The media offer in the Spanish state. (YO.).

Introduction.

-The daily press.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

-Sunday supplements.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

-Journals.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

External advertising.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.



VI.The media offer in the Spanish state (II.)

-Television.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

-Radio.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

-Cinema.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.

-Internet.

o Structure, characteristics, marketing.

o Communication, tactical and economic values.



Practical foundations:



I. Make economic budgets for media planning based on the selected media, formats, locations and publication dates.



II. Include audience data of our target (rp, grp, affinity, impacts), as well as profitability (c/grp, cpm, cpm impacts).



III. Assess the total media campaign with the values previously used medium by medium.

Master Class: presentation of the theory accompanied by practical cases carried out with the sources of information.



Practical Classes: In group work, develop 3 tasks:

1/A real budget and optical by means with rates and net amounts. 20% of the grade.

2/Include audience and profitability data based on information provided by the teacher. 20% of the grade.

3/Prepare a multimedia plan with both budgetary and audience data. 30% of the grade.

Mandatory attendance at practical classes. Roll will be called.

The three assignments must be submitted and the three practices must be approved.

In accordance with art. 8.3 of the Regulatory Regulations for Student Evaluation, students who wish to abandon continuous evaluation and join the final test must submit in writing to the teaching staff responsible for the subject the renunciation of continuous evaluation within the first nine weeks from the beginning. of the semester, that is, before November 9, 2024 (or March 22, 2025 in the case of second semester subjects).



Continuous assessment:

The evaluation will consist of taking a multiple choice exam along with practical exercises on the concepts that every planner must master. The exam will have a value of 30%. To this is added the 3 assignments to be delivered throughout the semester with a global value of 70%.



The practical exercises carried out throughout the course will be continuous evaluation of the 3 practices to be carried out and the result obtained in the January call will be maintained for the extraordinary call. This practical part must also be approved.



Final Evaluation: On the designated day of the test, the three required practical exercises must be submitted and a final test with a practical part will be carried out.



In accordance with art. 12.2 of the Regulatory Regulations for Student Evaluation, students may withdraw from the call within a period of one month before the end date of the teaching period, that is, before November 9 (or on March 22 in the second quarter). The resignation must be submitted in writing to the teaching staff responsible for the subject.

In the case of students taking the final test, it will be enough to not appear for the test set on the official date of evaluation tests.

This evaluation system will be applied both in person and remotely, if the situation requires it.

Computer and Excel-type calculation program, and Power Point-type presentations.

Basic bibliography

GONZALEZ LOBO, M.A. y Carrero LOPEZ, E. (1997), Manual de planificación de medios, Madrid, ESIC.

In-depth bibliography

GONZALEZ LOBO, M.A (1994) Curso de Publicidad, Madrid, Eresma & Celeste.
PERLADO LAMO de ESPINOSA, Marta (2006), Planificación de medios de comunicación de masas, Madrid, McGraw-Hill.
SÁNCHEZ FRANCO, M.J (1999), Eficacia publicitaria. Teoría y práctica, Madrid, McGraw-Hill.
TORZÓN, Esther, y MOORE, Jeri (edits) (1996) Integrated Communication: Synergy of Persuasive Voices, New Yersey,
Lawrence Erlbaum.
SÁNCHEZ FRANCO, M.J (1999), Eficacia publicitaria. Teoría y práctica, Madrid, McGraw-Hill.
TORZÓN, Esther, y MOORE, Jeri (edits) (1996) Integrated Communication: Synergy of Persuasive Voices, New Yersey,
Lawrence Erlbaum.
GARCÍA UCEDA, M. Las claves de la publicidad Editoríal ESEIC

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