This module aims to provide students with an understanding of the media industry and a practical knowledge of the nature and types of media options used for marketing communications.
Introduction to the advertising media landscape
The concept of paid, owned and earned media; sources of statistics on advertising spend; familiarisation with the Medialive website; the nature and scope of advertising media.
The Advertising Media industry and the dynamic nature of media
An introduction to the key roles in advertising media including buyers, planners, researchers; regulation and enforcement media planning and buying agencies; globalisation; media convergence; consumers' changing media habits.
Traditional Forms of Advertising and Promotions Media
Printed media; Broadcast media; Cinema & Product Placement; Out-of-Home and Ambient media; the impact of the internet on these media; buying media across each of these channels.
Media audience measurement
An introduction to media measurement surveys and tools e.g. JNLR, JNRS, Nielsen, IAB, eyetracking, PPC.
An exploration of digital media, display advertising, native advertising, SEO, mobile and social. The role of content within the context of paid, owned and earned media. An examination of the ever changing digital media formats and purchasing of paid digital media.
|Module Content & Assessment