Module Overview

Media Options

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.

Module Code

MEDA H2005

ECTS Credits


*Curricular information is subject to change

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.

Digital media

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
Assessment Breakdown %
Other Assessment(s)50
Formal Examination50