|(3 cr.) This course considers strategic media planning
and its role in advertising and marketing.
Emphasis is on the strategic and creative
selection, scheduling and evaluation of
traditional and non-traditional media vehicles to
effectively and efficiently deliver advertising
messages to target audiences. Students examine
the relative strengths of various media and
scheduling options for advertising both goods and
services, and learn tools and techniques used to
analyze media opportunities (e.g., computerized
allocation software and/or other modeling
techniques). Students gain hands-on experience
through development of a media plan.
Prerequisite: MK 201; Every Year, Spring|