ASC 53500 Media Planning and Buying

This course is an advanced study of the process of researching the cost and reach effectiveness of various media as advertising tools. Through case studies, students examine and analyze the processes of media planning and buying and the methods of selling/negotiating radio, television, newspaper, magazine, out-of-home and cyberspace advertising. The elements of digital media planning/buying and selling, including search, display, video, mobile, social, native and content marketing shall be analyzed; including and understanding of online key performances indicators and their best use.