Audience Research and Targeting

Catalog description

Theories of audiences and how they are applied in audience research analytics to understand consumer behavior, select target audiences and assess return on investment. Types of audience research and how they are used in different settings. Techniques in collecting and analyzing data for audience research including social media and online media and the role of audience research in advertising media planning, programming, financial analysis and social policy decision making. Credit cannot be earned in both this course and MC 5610. Junior standing required.