MKW2231 - Advertising media strategy

Offered

Berwick Second semester 2007 (Day)

Synopsis

Media research methods in the world's major advertising regions - US, Europe, Asia and Australia. The advantages and problems offered by media planning computer programs. Interpersonal and inter-organisational skills in negotiating between media and advertising agencies.

Objectives

The learning objectives of this unit are to:

• analyse the media planning and buying function;
• illustrate how research is used in the media planning and buying process;
• formulate a media plan by setting media objectives, determining a media strategy as well as evaluating and selecting media categories / media vehicles;
• evaluate media use decisions and campaign tracking options post analysis;
• critically analyse media buying issues and the media evaluation process.

Assessment

Ten written assignments (total 3000 words): 30%
Major written assignment: 30%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKW2211