BUS 434 - Advanced Advertising Planning and Management.

BUS 330. (3).

Provides framework for understanding strategic media planning. Issues in developing media objectives: target audience, seasonality, geography, planning performance, scheduling; media effectiveness measurement and analysis; knowledge of planning parameters: reach and frequency; and using these in strategy plans. Gives insights on budgeting and writing media plans. Includes project-based component used to understand the application of concepts.