Media Planning and Buying

Catalog description

This combination case study-project course translates target marketing into media plans for specific advertising projects. It deals with the nature of the respective media (television, radio, newspapers, magazines), trade practices in each area and case studies in successful use of each medium. Media strategies are treated at a complex level, integrating prior coursework and current information on media services. Required of advertising majors. Prerequisite Course(s): Prerequisite: ADVG 101 and MRKT 101 Classroom Hours - Laboratory and/or Studio Hours – Course Credits: 3-0-3