Course overview
This course aims to provide students with an understanding of the process involved in effectively and efficiently selecting and purchasing media space for advertising. It builds upon advertising concepts covered in earlier courses by showing how those concepts apply not only to creating advertising, but also to placing that advertising in the media. The following topics will be covered in the course content: how to measure media effectiveness; making comparisons of media vehicles; the audience delivered by different media vehicles; how media features in the life of its users; alternatives for scheduling media; differences in involvement of audiences with media and the advertising placed within it; new media and the future of traditional media and components of the advertising break/space.
Course learning outcomes
- interpret and use the language of media buyers and sellers to make media purchases
- demonstrate how the basic media planning tools (such as rate cards and ratings data) assist in making effective and efficient media decisions in a range of different situations
- develop an understanding of the current practical and theoretical knowledge and applying that knowledge to make more/less effective media purchases and to justify decision making
- recognise and discuss current trends in the media planning industry and the likely influence of such trends on the behaviour of media providers and buyers