Communication and Media Studies 373

COMS 373: Advertising Media Planning

Prerequisites: COMS 130, COMS 173, and COMS 273, or permission of the instructor

Credit hours (3)

Examines 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 Course

Industry figures show that 90 percent of advertising expenditures are incurred by media placement costs.  Media’s role in delivering advertising and strategic communication messages to the right media types and vehicles at the right times is one of the keys to communication effectiveness.  Also, the reliance of advertising revenues by the media is vital to their continued viability in the U.S.  Both areas need detailed treatment to assure well-informed and well-prepared media students.  

Students will therefore be taught the art of advertising, strategic communication, and media research with the goal to plan media campaigns and understand the media buying and selling processes. 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, digital, and direct mail advertising.

Goals and Objectives of the Course

Upon completion of this course, the student will be able to:
    1) Understand the marketing and advertising processes.
    2) Develop an understanding of media planning’s role in marketing, advertising, and strategic communication.
    3) Explain and evaluate the different types of audience measurement techniques, concepts, and services, and develop
       skills in using these information sources.
    4) Expand the knowledge and use of the language of media planning and advertising.
    5) Distinguish between the various methods of media planning in strategic communication environments.
    6) Develop, organize and write media objectives, media strategies, and media tactics.
    7) Build a media plan and analyze media schedules with the use of computer and digital technologies.

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

April 19, 2016
May 2011