Offered
Berwick Second semester 2008 (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
Within semester assessment: 60%
Examination (2 hours): 40%
Contact hours
3 Hours class contact or equivalent per week
Prerequisites
MKW2211 or MKW2460
