advertising media planning - school of journalism and mass.docVIP

STRATEGIC MEDIA PLANNING Journalism and Mass Communication 447 2195 Vilas Communication Hall Tuesday/Thursday – 1:00 – 2:15 Dhavan Shah - Professor Office: 5162 Vilas Communication Hall Telephone: 262-0388 (Office) or 833-4224 (Home) E-mail: dshah@ Office Hours: Tuesday: 10:00 – 12:00 Course Description: This course provides an introduction to strategic media planning, the process used to place messages in media in order to reach particular audiences. We will consider the following areas: ? The challenges facing strategic communicators, specifically media planners, in an era of media fragmentation and proliferation and increased audience choice and control. ? The response of media planning professionals to these challenges in the form of integrated marketing communication, connections planning, and marketing public relations. ? The basic mathematical concepts involved in media buying/planning, including the calculation of audience ratings, media share, reach and frequency, and gross rating points. ? The data sources used in media analysis, such as Simmons Market Research Bureau (SMRB), Mediamark Research Inc. (MRI), and Bureau of Advertising Research (BAR). ? The strengths and weaknesses of various media as message carriers, including newspapers, magazines, television, radio, outdoor, telephone, and the Internet. ? The basic elements of an strategic media plan, including the advertising and media relations objectives, strategies, and tactics. ? The use of media planning software in the design of contemporary strategic media plans. ? The development of complete media plans for actual Fortune 500 clients. Course Objective: This course is designed as a concepts/skills course; it will emphasize critical thinking regarding media planning for advertising, public relations, and health and political communication campaigns. To achieve these objectives, we will use a combination of lectures, lab sessions, readings, discussions, assignments, and computer