Media Planning

Aims of the course

Emphasizing the importance of media planning inr espect to its share in marketing budgets
Understanding of problems related to media decision making and their implications on other marketing processes.
Presenting the process of media planning (goal determination, media strategy, the advantages and disadvantages of various media, etc.).
Presenting the tools of media planning and their use in solving communication problems.
Outlining the strategic and tactical decision making in media planning.
Developing competences in forming appropriate media strategies and plans.

Course syllabus

1. Introduction, the role of media strategy and planning within marketing and advertising.
2. Quantitative factors in media decisions, reach, frequency, effective frequency, research in media
planning
3. Target audience selection, segmentation criteria for target audiences, qualitative factors in media
decisions
4. Media plans, media strategy, setting and allocating media budget
5. Audience measurement: radio and TV
6. Audience measurement: print
7. Direct mail and outdoor media
8. Issues in Interactive Media Planning and Buying

Course director(s)