Communication and Media Studies 373

COMS 373: Advertising Media Planning.

Prerequisites: COMS 130, COMS 230, and COMS 273, or permission of instructor

Credit Hours: (3)

Examines a variety of local and national sales methods, market research, demography, sales planning, organization and management. Includes writing for sales campaigns, preparation of presentations, production and placement of advertisements, development of client relations and follow-up service.


Detailed Description of Content of Course

Industry figures show that 70 percent of newspaper income, almost 100 percent of income for the broadcast media, and most of the support for magazines comes from the sale of advertising. And, research and decision-making which lead to placement of advertising are vital links in the media chain. Both areas need detailed treatment to assure well-informed and well-prepared media students.

Students will therefore be taught the art of media sales, market research, planning, calling on potential clients, writing proposals, prospecting for clients, creating ad packages, closing sales, getting advertising created, media buying and placement. The course will include visiting media professionals, as well as internal and external individual and group assignments based on real-world sales, research and media buying activities.


Detailed Description of Conduct of Course

The course will be taught through a combination of lectures, internal and external individual and group projects, and guest lecturers from the fields of print, broadcast, outdoor and direct marketing.


Goals and Objectives of the Course

1. To familiarize media students with the vital support system for all media sales.
2. To gather systematic and accurate research data on which to base buying and sales strategies.
3. To find and buy the right media placement for successful ad campaigns
4. To develop job opportunities in the fields of sales and media buying.
5. To understand the concepts of "free" media in our economic system.


Assessment Measures

1. Graded tests covering textbook materials, lectures, guest presentations and other readings, videos and handouts.
2. Graded individual and group assignments and projects (in the "real world"), in which students will demonstrate a working knowledge of course concepts and processes.


Other Course Information



Review and Approval

Joe Flickinger, Chair

May, 2011