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.
Athena Title
Media Strategy and Activation
Prerequisite
ADPR 3515 and (ADPR 3400 or ADPR 3400E) and permission of major and permission of department
Semester Course Offered
Offered fall and spring
Grading System
A - F (Traditional)
Student Learning Outcomes
Upon completion of the course, students will have developed a basic understanding of media and their use as advertising vehicles.
Upon completion of the course, students will understand contemporary media planning issues through discussion of current events/trends.
Upon completion of the course, students will know audience measurement techniques, concepts and services, and the skills in using these information sources.
Upon completion of the course, students will be familiar with the resources, data, and research tools for advertising media strategy and activation decisions.
Upon completion of the course, students will have developed an understanding of traditional, digital, and emerging media and their use as advertising vehicles.
Upon completion of the course, students will have knowledge and use of the language of media planning.
Upon completion of the course, students will be able to write media objectives, create a media strategy, and develop and evaluate a media plan.
Topical Outline
Review of the marketing concept and the role of media planning in the marketing process
