Authorised by Academic Registrar, April 1996
Objectives To provide students with (i) an understanding of the concepts of media analysis and of the quantitative and qualitative tools available; (ii) an ability to develop sound media plans which are effective in value and meet communication objectives; (iii) the ability to use quantitative skills to optimise media plans; (iv) the ability to use qualitative considerations to enhance through media selection the creative impact of campaigns.
Synopsis This subject will provide students with the techniques of quantitative and qualitative media analysis which are used and might be used in evaluating the effectiveness and value of advertising media. The subject will cover validity and reliability in media measurement methodologies - their strengths and weaknesses - television household meter surveys, radio personal diary surveys, print media readership surveys, print media circulation; concepts of reach and frequency in each medium - average reach and average frequency, frequency distributions, effective reach and effective frequency; concepts of decay and wearout; patterns of advertising exposure - flighting, pulsing, chattering; optimising cost efficiency - techniques and tolls within media - TV, radio, print - between media; long term media planning; media agency negotiation patterns - the role of media buying groups, the role of the media representative; managing the media planning function.
Assessment 10 individual assignments (3000 words): 30% + Media plan assignment (3000 words): 30% + Examination (2 hours): 40%