Course overview
The aim of this course is to advance students' knowledge of advertising media planning and purchasing processes through in-depth application of knowledge in industry cases and settings. 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, while displaying the ability to communicate these concepts to specialist and non-specialist audiences alike.
- Use and critically compare a broad range of media planning tools (such as rate cards, ratings data and media use data) to justify making effective and efficient media decisions in a range of different situations.
- Discuss and critically evaluate current practical and theoretical knowledge in relation to making more/less effective media purchases and to apply that knowledge to justify their own decision making.
- Debate the likely impact of current trends in the media planning industry on the behaviour of industry bodies, media providers, and buyers of media space for advertising. Further to this, consider how possible future trends will continue to change this landscape.
- Critically evaluate the appeal of different media vehicles for the cost efficient purchasing of media space for advertising and apply this knowledge to justify media selection.
- Demonstrate Business Enterprise Skills in the context of the Advertising and Brand Management discipline: Problem Solving (intermediate level).