ADVT12-241: Understanding Audiences and Media in Advertising

Description

In a world of ever-increasing media options, choosing the right channels for communicating with audiences has never been more important. This subject introduces you to the key principles involved in developing effective media strategies based on a sound understanding of the motives, desires and drives of selected target audiences and the specific characteristics of traditional as well as non-traditional media channels.

Subject details

Learning outcomes

1. Apply different research methods for uncovering insights into consumer behaviour and media usage.
2. Understand the properties of different media channels and evaluate those with regard to target audiences and campaign objectives.
3. Write focused and insightful creative briefs and develop a basic media plan that addresses the strategic goals of the client.
4. Evaluate advertising campaign strategies and media plans with regard to regulatory as well as ethical and social criteria.

Enrolment requirements

Subject outlines

• January 2020 [Standard]
• January 2019 [Standard]
• January 2018 [Standard]

Subject dates