MEDIA PLANNING AND BUYING (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to:

1. Explain the concept of media planning process for branding purposes
2. Explain media planning strategies which are consistent with branding purposes
3. Discuss media planning and buying strategy which are consistent with branding purposes

Topics :

1. The Changing Role of Media Planning
2. Consumers and Brands
3. Media Objective and Strategies
4. From Consumers to Audiences
5. Media Terms and Calculations
6. Planning & Buying for Television
7. Planning & Buying for Audio and Newspapers
8. Planning & Buying for Magazine and Out-of-Home
9. Planning & Buying for Digital Paid Media
10. Planning & Buying for Own Media
11. Planning & Buying for Earned Media
12. Putting the Plan Together
13. Evaluating and Measuring Plans & Buys