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Media Analysis


IMC 614

Explore 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 necessary link between marketing and media planning strategy
  • Discuss the relationship between advertising, media and consumers
  • Discuss recent developments in audience measurement methods and systems
  • Identify the components of a media plan
  • Define a target audience
  • Translate marketing goals into media tasks and objectives
  • Develop media strategies
  • Explain the advantages and disadvantages of specific media categories
  • Understand current developments and growing trends in specific media categories
  • Evaluate media vehicles
  • Explain media cost structures and the buying process

Course Topics

  • Introduction to Media Planning and Buying
  • Critical Considerations Part 1 - Research at the Root: Sources, Measures and Math
  • Critical Considerations Part 2 - Theoretical Underpinnings, Exposure Effectiveness, Geographic Issues and Timing
  • Assembling the Plan:  Problems, Tasks, Targeting, Objectives, Strategies and Tactics
  • Review of the Media – Part 1: Paid Media
  • Review of the Media – Part 2: Owned and Earned Media
  • Costs, Budgets and Buying and Looking Forward

IMC 614 Faculty