Advertising Media Planning

Catalog description

Analysis, selection, and scheduling of advertising media; examination of algorithms, technologies, and software used in media planning. COMM 422 Advertising Media Planning (3) This course is designed to provide an introduction to the concepts and techniques of media planning. The course will cover traditional and online media options. The student will learn to use software models to facilitate media decisions.Secondary sources of research used in the media planning process will be discussed. The design, construction, implementation and evaluation of effective media plans that meet specific advertising objectives will be detailed. Ethical media planning processes will be reviewed. The goal of the course is to develop critical thinking skills that will improve decision making in a dynamic and turbulent media environment.