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Media Analysis

Media Analysis (IMC 614) addresses the role of media analysis and planning in IMC. Covers basic media terminology and media math, the distinctions among media objectives, strategies and tactics and the different ways of allocating resources in media.

Course Learning Outcomes

Upon successful completion of IMC 614, students will be able to:

  • Describe the use and importance of the media function.
  • Correctly use basic media terminology and media math.
  • Distinguish among objectives, strategies and tactics.
  • Use different ways of allocating resources in media.
  • Understand the major ways to negotiate and execute media buys.
  • Identify the various components of a media plan.
  • Utilize a variety of methods for conducting media tests and experiments in marketing.
  • Evaluate the effectiveness of media plans.
  • Identify the trends that are impacting media planning.
  • Describe the significance of the Internet and social media in today’s media planning environment.


  • Introduction
  • Media Measurements and Qualities
  • Using Media in Marketing
  • Critical Aspects of Strategy
  • The Media Plan
  • New Media, New Rules; Buying in an Age of Change
  • Driving a Hard Bargain – Buying Traditional Media & Using Longtime Marketing Methods
  • Wrap-up Week


James Ramos
Profile: Ramos