Adv._126_media_syllabus - Advertising 126 Advertising Media...

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Advertising 126 Advertising Media Tim Hendrick Office 201 DBH Emails: Office Hours: T-TH 12:45 – 1:30 Required texts Marian Azzaro: Strategic Media Decisions (available only through Spartan Ad Society) Dennis Martin: Media Flight Plan and Software This course is intended to be a survey of the media planning discipline of advertising. You will learn to solve marketing problems through understanding how the media operate from the perspective of the advertiser, the agency and the medium itself. We will discuss the planning, selection and evaluation of all major advertising media and consider the various decisions and problems that arise in those processes. Therefore, the course is designed to cover the fundamentals of media planning with an emphasis on knowing and understanding media concepts, numerical analysis, media research, and strategic media planning. We will also discuss and review current media situations in today’s world. A combination of conceptual presentations and detailed process-oriented assignments will be used to facilitate understanding of the fundamental concepts. This format will help you develop a sense of judgment that will be used to create a strategic media plan that will solve a complex marketing problem. Course objectives By the end of the semester, you will have examined a wide range of challenges and procedures involved in the process of media planning and the evaluation of media plans. I believe my role in this course is to guide you in a sophisticated understanding of the media function, from an advertising professional's point of view. I will explain the mass media system, how it works and how advertising practitioners use it to deliver messages to potential consumers. I will also present the various sources of information which are commonly used to provide answers to important questions about who potential customers are, what media are they exposed to and how much money should be spent to deliver a message to them. I will present the most widely used planning theories and help you see how they apply to different situations. You will also get the opportunity to do a simulated media project and plan through the use of the software that accompanies the text. At the end of the semester you should have a thorough understanding of several media planning fundamentals 1. The role of media in delivering messages to customers and potential customers 2. The function and methods employed by advertising agency media departments 3. The various sources of information necessary to make good media decisions
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This note was uploaded on 09/08/2010 for the course ADV 126 at San Jose State University .

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Adv._126_media_syllabus - Advertising 126 Advertising Media...

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