Advertising Media Planning and Purchasing

This unit provides students with an introduction to the process of evaluating media options and purchasing or placing strategic communications in media outlets. This includes selection of media vehicles, scheduling media weighting, negotiating and buying, positioning and measuring the media buys impact on the targeted audience. The emphasis is primarily on paid-for-advertising media, though other areas of online and offline opportunities will be covered. The unit provides the foundation in the study and application of media planning in advertising, marketing and public relations.

Students who successfully complete this unit will be able to:
1. Critically evaluate mass media and its contribution to successful advertising.
2. Evaluate specific media – including print, broadcast, outdoor, digital, interactive and social – in terms of meeting specific advertising    objectives.
3. Analyse and apply media planning and buying strategies; and the information sources available to assist media decision making.
4. Articulate audience measurement terms and statistics used to support media recommendations and post campaign analysis.
5. Establish and apply key planning criteria when recommending and evaluating media campaigns.