Advertising Media Planning

This course focuses on the strategic process of selecting and optimizing media channels to deliver advertising messages effectively to target audiences. This course covers the fundamentals of media planning, including audience analysis, media buying, budget allocation, and performance measurement. Students will learn how to develop media strategies that maximize reach, frequency, and impact while considering the costs and effectiveness of different media platforms such as television, radio, print, digital, and social media. Through real-world case studies and projects, students will gain practical skills in media planning and campaign management.

Upon successful completion of this course, students will be able to:

• Understanding Media Landscape: Students will gain a comprehensive understanding of the media landscape, including traditional and digital media channels, and how each platform can be used to reach specific audience segments.
• Audience and Market Analysis: Develop the ability to analyze audience demographics, psychographics, and media consumption habits to create targeted media plans that align with the brand’s marketing objectives.
• Media Strategy and Budget Allocation: Learn how to design and implement effective media strategies, including media mix selection, scheduling, and budget allocation, to optimize the reach and frequency of advertising campaigns.
• Performance Measurement and Optimization: Gain skills in using media performance metrics such as impressions, reach, frequency, and return on investment (ROI) to measure the effectiveness of advertising campaigns and adjust media strategies as needed.

These outcomes are designed to prepare students for careers in advertising, media planning, and marketing communications by equipping them with the skills to create, manage, and evaluate media strategies that deliver impactful advertising results.