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Course ID: | ADPR 3120. 3 hours. | Course Title: | Media Strategy and Activation | Course Description: | Media planning and its role within the marketing function. Attention is directed toward the creative selection, scheduling, and evaluation of media vehicles to deliver advertising and promotion messages to target audiences in an effective and efficient manner. | Oasis Title: | Media Strategy and Activation | Prerequisite: | ADPR 3100 and permission of department | Semester Course Offered: | Offered fall and spring semester every year. | Grading System: | A-F (Traditional) |
| Course Objectives: | This course will introduce you to the process of media planning and how it fits into
the marketing function. This process involves the creative selection and use of
media vehicles to deliver advertising messages to a target audience. | Topical Outline: | Review of the marketing concept and the role of media planning in the marketing
process.
The media planning process.
Situation analysis, target audience definition, competitive definition, competitive
spending.
Establishing criteria for media planning. (reach, frequency, continuity, GRPs, GIs,
ER)
Setting objectives.
Print media, data and terminology. Cost efficiency.
Broadcast audience data and terminology.
Media buying.
Media strategy.
Criteria used in evaluating media plans and creative solutions to media problems.
Direct Mail, Out-of-home, Internet, and other media technologies.
Alternative media opportunities.
Case Analysis | |
Syllabus:
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