Media Planning

Catalog description

Presents the importance and role of media planning within the ad agency. Changing demographics and media choices put a premium on the selection of the right medium to commit a firm's promotional budget. The growth of cable, the Internet, Direct TV, cell phone technology, etc., create a more fragmented marketplace for advertisers as they try to reach their prospective customers. In-depth overview of specific media channels (e.g., broadcast, radio, OOH/non-traditional, newspaper, magazine, online, direct mail), including terminology such as CPM, CPA, CPL, reach, frequency, gross rating points, etc. Students identify specific information needed to build a media plan. Prerequisite(s): MAR 1001 /MAR 1001H.