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Practical: Media Planning and Campaign Strategies [1]

Paper Code: 
DMC 125
Credits: 
4
Contact Hours: 
4.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -                                                              

Understand Media Planning, New Trends, Learn to write captions for different purposes.

Understand Pitching Media Proposals Creating Digital Tools and Analysis of Reach and Impact

To have a knowhow of  Designing Campaigns for PR, Advertising

10.00

Understanding Media Planning, New Trends, Target Audience and Mapping, Marketing in the Framework Media Strategy, Pitching Media Proposals, Understanding Slot Slaying

                                                                                                                                                   

 

                                                                                                                                                     

 

10.00

Knowing Reach and Frequency, Maximizing Advertising Exposure, Media Briefings, Media Scheduling-Flight, Pulsing and Continuity. Media Budgeting, Presentations Plan and Budgets 

 

 

 

 

 

10.00

Creating Digital Tools and Analysis of Reach and Impact, Tracking success, Creative Strategies and Appreciation, USP, Placing Advertisement on Online Platforms

                                                                                                                                                     

 

15.00

Understanding Campaign Planning, Media Brief, Media Proposal, Media Mix, Media Vehicle, Media Class and Media Unit

                                                                                                                                      

15.00

 Designing Campaigns for PR, Advertising - Including Media Planning, Brand Management, Creative Exposition, Budgeting and Presentation

Essential Readings: 
  1. 10 Ways to Screw up an Ad Campaign, Cohen, 2009, USA : Adams Media, 2009
  2. Advertising Management, Pareek,Saroj, 2011, Jaipur : DND Publications, 2011
  3. The Definitive Book of Branding, Kompella, Kartikeya, 2014, SAGE Publications, 2014
  4. Advertising Media Planning, Sissors,Jack Z ; Varon,Roger B, 2017, New Delhi : McGraw Hill Education (India) Private Limited, 2017

 

References: 
  1. The Definitive Book of Branding, Kompella, Kartikeya, 2014, SAGE Publications, 2014
  2. Advertising Media Planning, Sissors,Jack Z ; Varon,Roger B, 2017, New Delhi : McGraw Hill Education (India) Private Limited, 2017

 

Academic Year: 
2022-2023 [2]

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Source URL: https://www.journalism.iisuniv.ac.in/courses/subjects/practical-media-planning-and-campaign-strategies

Links:
[1] https://www.journalism.iisuniv.ac.in/courses/subjects/practical-media-planning-and-campaign-strategies
[2] https://www.journalism.iisuniv.ac.in/academic-year/2022-2023