Media Planning in PRA (PRAD409)
This course covers the media planning process as it is commonly implemented in contemporary public relations and advertising agencies. Students start by considering the way in which the media brief links with the client brief and the part that account planning plays in supporting the creation of media strategy and selection. Students are introduced to the major challenges of vehicle selection (including the sourcing and analysis of relevant media statistics) and scheduling. The negotiation of the media buy is examined through the use of appropriate case studies and the course closes with an investigation into the way that media tracking and monitoring are used to measure advertising effectiveness. Also, the course then discusses the broad range of media available to the PR practitioners (including specifically created private media such as in-house journals) and advertising agencies. Students are introduced to the most common means of obtaining and comparing media statistics and are encouraged to consider the effective integration of media planning in their practical work.