Course description

In the corporate context, advertising strategies and campaigns are increasingly subject to accountability. Media and advertising choices are informed and justified and budgeted with reference to research. This course develops knowledge about the Media Buying and Planning sector within Advertising and Media Industries, the specialized audience measurement tools and methods of analysis deployed in the Industry. The course will look at Media Buying and gain knowledge from industry professionals about buying negotiations, and media programming. It also examines audience/consumer segments, target audiences, audience measurement methods, Ratings and interpretation of TARPs, circulation figures, click rates and various other metrics used to provide currencies for advertising.

Archived offerings