MAR 3319 - Media Planning

Institution:

Yeshiva University

Subject:

Marketing

Description:

Presents the importance and role of media planning within the ad agency. Changing demographics and media choices put a premium on the selection of the right medium to commit a firm's promotional budget. The growth of cable, the Internet, Direct TV, cell phone technology, etc., create a more fragmented marketplace for advertisers as they try to reach their prospective customers. In-depth overview of specific media channels (e.g., broadcast, radio, OOH/non-traditional, newspaper, magazine, online, direct mail), including terminology such as CPM, CPA, CPL, reach, frequency, gross rating points, etc. Students identify specific information needed to build a media plan.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.yu.edu

Phone Number:

(212) 960-5400

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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