Introduction To Media - San Jose State University

Introduction To Media Tim Hendrick Media Overview and Planning/buying Page 1 AJEEP Media Overview Planning/Buying The Internet Course Description This course is intended to be a survey of the Media planning discipline of advertising. You will learn to solve marketing problems through understanding how the Media operate from the perspective of the advertiser, the agency and the medium itself. We will discuss the planning, selection and evaluation of all major advertising Media and consider the various decisions and problems that arise in those processes. Therefore, the course is designed to cover the fundamentals of Media planning with an emphasis on knowing and understanding Media concepts, numerical analysis, Media research, and strategic Media planning. We will also discuss and review current Media situations in today s world.

a complex marketing problem. Course Goals and Student Learning Objectives By the end you will have examined a wide range of challenges and procedures involved in the process of media planning/buying and the evaluation of media plans. The instructor’s role in this course is to guide you in a sophisticated understanding of the

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