COMS 373: Advertising Media and Integrated Research
Prerequisites: COMS 130 (with a grade of "C" or better) and COMS 173; or permission
of instructor.
Credit hours (3)
Examines local and national sales methods, market and audience research, demography,
sales planning, organization and management.
Focuses on integrated communication research that informs advertising media planning
and communication planning across paid, owned, and earned media channels.
Includes writing for integrated campaigns, preparation of presentations, production
and placement of advertising, 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 audiences at the right times remains central to communication effectiveness.
At the same time, integrated communication planning requires understanding how paid, owned, and earned media work together to build reach,
frequency, and engagement. Integrated research analyzes the synergies between these
media strategies.
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
Students will learn:
Assessment Measures
Other Course Information
None
Review and Approval
April 19, 2016
May 2011
March 01, 2021
December 12, 2025