Includes use of secondary data for target audience, cost efficiency, reach and frequency analyses. Examines both quantitative and qualitative aspects of the mass media. The study includes an analysis of particular regulated industries, such as electric, gas, communications, and transportation. ECO 202 or equivalent. Legal and ethical issues are also examined.
Emphasis is on a disciplined, strategic approach to creative decision-making across all media.
Topics include setting objectives, selection of appeal, copy structure demands of different media, design principles, layout and storyboarding, and regulations affecting messages. This course provides an in-depth study of the many facets of photojournalism from the photo editor's vantage as opposed to that of the news photographer. Students refine their ability to meet strategic goals through creative message executions. Media options and their impact on message structure and preparation are explored more fully. Presentation skills stressed.