Media Planning and Analysis

Media Planning and Analysis

This course examines the function and objective of the media, as well as the structure and operation of agency media departments. Topics include fundamentals of media research, evaluation and function of major media forms, media programs in relationship to consumer product usage patterns, costs and weight evaluations, and writing a media plan. Guest speakers are featured.

By completing this module, students should be able to:
i. understand the mass media and its role in the advertising process
ii. acquire techniques of measurement and calculation in the planning process
iii. acquire skills in achieving a successful media plan and marketing strategy



Content

- Introduction to Media
- Media Plan Presentation
- Relationship among Media, Advertising, and Consumers
- Measurements and Calculations
- Marketing Strategy and Media Planning
- Strategy Planning
- Selecting Media Classes
- Principles of Planning Media Strategy
- Evaluating and Selecting Media Vehicles
- Media Costs and Buying Problems
- Testing, Experimenting, and Media Planning

By completing this module, students should be able to:
i. understand the mass media and its role in the advertising process
ii. acquire techniques of measurement and calculation in the planning process
iii. acquire skills in achieving a successful media plan and marketing strategy



Content

1. Introduction to Media: role of media planners, procedures in media planning, problems during the planning process
2. Media Plan Presentation: Media objectives, target audience analysis, media habits, selection and strategy, post-buy evaluation
3. Relationship among Media, Advertising & Consumers: basic measurement of media audiences, response function
4. Measurements and Calculations: interpret data, vehicle measurements, gross rating points, gross impression, reach
5. Marketing Strategy and Media Planning: set media communication goals, competitive media expenditure analysis
6. Strategy Planning: Target selection, advertising channels and timing, geographic weighting, reach and frequency, scheduling
7. Selecting Media Classes: Comparing media, consumer media classes, new media, inter-media compari9ons, media mix
8. Principles of Planning Media Strategy: creative media strategy, matching media to total brand plan
8. Evaluating &Selecting Media Vehicles: Determining media values for magazines, target reach, composition, & cost-efficiency
9. Media Costs & Buying Problems: Some considerations in planning and buying media, media cost, media-buying problems
10. Setting and Allocating the Budget: Setting the budget, allocating the advertising budget
11. Testing, Experimenting, and Media Planning: tests and experiments, test marketing, media testing, media translations

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