MKX2231 - Advertising media strategy

Leader(s): Dr Sandra Luxton

Offered

Berwick Second semester 2009 (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 goals associated with 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