ADV 6305, Spring Semester, 2000

Instructor:            Kent M. Lancaster, Ph.D.
                           Professor of Journalism and Communications

Office:                 2024 Weimer Hall
Office hours:        Tuesday, 7th Period (1:55-2:45 p.m.) & Thursday, 8-10th Periods (3:00-6:00 p.m.).

Phone numbers:   392-8730 (campus office), 372-7173 (off-campus office)
Fax:                     375-5151


Recommended Texts, Software, Data and Internet Access

Kent M. Lancaster, ADplus with FlowMaster: For Multi-media Advertising Planning, Windows edition, New York: Telmar Information Services Corp., August 1999, 255 pages plus software. For more information see Telmar Information Services Corp. web site. (Instructions will be provided in class and on the web for those who wish to purchase the software, text and manual directly from Telmar.)

Marketer’s Guide to Media 1999, Volume 22, New York: ASM Communications, Inc., 250 pages. (Instructions will be provided in class and on the web for those who wish to purchase this data directly from ADWEEK.)

You can obtain an e-mail address plus World Wide Web access directly from the University via or you can get help doing so at Room 520 CSE or by calling 392-HELP.

Other reading material will be assigned as the course unfolds.  Much of it will be available on the Web at  To access this material you will need a personal ID and password for this course which will be provided the second week of class.

Course Outline

This is an advanced course in advertising media planning and research which builds upon the fundamentals covered in Advertising 4300, Advertising Media Planning and Strategy.  Students who have not completed Advertising 4300 will be provided with an overview of the key concepts and procedures that are covered in that course.  The first several class periods will be devoted to this review.

This course will be a detailed and critical treatment of the characteristics and operations of advertising media management, media research, the media buying and selling process, the formulation of media strategy and the utilization of various media allocation models and quantitative techniques.

In addition to the scheduled class meetings and mid-semester exam, you will complete two advanced projects.  These assignments involve primary research, using packaged computer systems, exploring the Internet and the World Wide Web, participating in classroom discussions, making formal presentations, and developing and evaluating comprehensive media plans.  The course will be a mixture of lecture and discussion.  Enrollment will include a mix of graduate and undergraduate students.

Much of the reading for the course will come from material in addition to the text, such as secondary research involving a variety of published books, journals, syndicated research services, internal documents of various organizations, and personal interviews, among other sources.

Your course grade will result primarily from your performance on one exam and your work on two comprehensive projects for which concise typewritten reports and one presentation are required.  You also are expected to participate in each class session.

Much more will be said about the exam, each aspect of the projects and the evaluation procedures as the course unfolds.

Here is a tentative course schedule, which will be modified as required.







Review of Basic Concepts


1/18, 1/25, 2/1, 2/8







Media Analysis


2/22, 2/29






Individual Research, Computer Lab      3/21, 3/28, 4/4
Research Report and Presentation 40% 4/11, 4/18, 4/25
Class Participation 10%     

Grading Scale

The following grading scale will be applied to each exam, project, report, presentation and class participation.

A        90-100%
B+      87-89
B        80-86
C+      77-79
C        70-76
D+      67-69
D        60-66
E         0-59

As an incentive for promptness, there will be a two-letter grade penalty (20%) for each class period that an exam, report or presentation is late.  A late report or presentation will be excused, and a missed exam will be rescheduled, only in the case of documented emergencies as defined by the University.

Be sure to bring a calculator to the exam session.

Instructor Biography

Kent Lancaster has been a Professor of Advertising at the College of Journalism and Communications for 12 years where he also served as the Gannett Distinguished Visiting Professor of Advertising. Previously he was an Associate Professor of Advertising at the University of Illinois where he taught for ten years. His Ph.D. in Mass Media and MA in Advertising are from Michigan State University, while his BS in Business Administration (Advertising) is from Ferris State University.

Kent’s research focuses on advertising media and on the economics of advertising. He has written more than 50 research reports, some of which have appeared in the Journal of Business, Journal of Macromarketing, Journal of Advertising, Journal of Advertising Research, Journal of Advertising History, Journalism Quarterly, Journal of Marketing Education, Journal of Media Planning, Journalism Educator, Marketing and Media Decisions, and in the proceedings of the American Academy of Advertising, the American Marketing Association, the European Marketing Academy and the American Statistical Association.

He has written several texts and microcomputer software packages, including ADplusÔ : For Multi-media Advertising Planning (distributed worldwide by Telmar Information Services Corp. for WindowsÔ , Macintosh® and DOS operating systems); Strategic Media Planning (with Helen Katz, published by NTC Business Books; Japanese edition translated by Shizue Kishi and Sei Takeuchi, published by Nikkei Advertising Research Institute, Tokyo, Japan); and ADLAB: For Advertising Media Planning on the IBM®, Macintosh and Compatibles (McGraw-Hill). In 1989 Kent established the Media Research Institute, Inc., to support his research activities and to develop, test and use state-of-the-art, computer-based, advertising planning models for the advertising industry and advertising education.

Kent has served on the editorial boards of the Journal of Media Planning and the Journal of Advertising and as Treasurer of the American Academy of Advertising. He also is a consultant in advertising media planning, budgeting, and market analysis to a variety of public and private organizations and serves as a media planning expert witness for cases involving class action media notice plans and media competition and antitrust.

Have an enjoyable and productive semester.


Course Material

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Copyright 1997-2000 by Kent M. Lancaster, Media Research Institute, Inc.  All Rights Reserved.
Last revised: May 10, 2000.