To consider the audience measurement services such as Nielsen, Arbitron, Audit Bureau of Circulation etc. and how they are used in the development of media objectives, strategies and tactics within the planning process. To understand how media objectives, strategies and tactics are different, and how they work together in the development of the media plan. To develop a greater facility of utilizing library, electronic, reference and other secondary information sources in the development of media-related information. Surmanek, Jim, Introduction to Advertising Media NTC Business Books, Lincolnwood, Illinois, 1993. Distributed in class.
Articles cover current media events for class discussion.
The course objectives will be attained through the presentation and discussion of information related to media planning, strategy development, and implementation. Class presentations are intended to complement the text and assigned readings. Since class presentations and discussions are emphasized, attendance is encouraged. The course instructor will be available before and after class periods for consultation. There are no pre-determined methods for assigning letter grades on the basis of standard deviations, norms, percentages, etc.