PRA 344 - Media Planning and Buying

Prerequisites, PRAEM major or advertising minor, PRA 230. An intensive experience in the development of a media plan, building on research in consumer demographics and an understanding of the interaction of various media channels in effectively reaching today’s fragmented audiences. An examination of the media world and the strategies and methodologies practiced by global advertising agencies, including media planning and buying for television, radio, print, outdoor, and digital/social media. Letter grade. (Offered fall semester.) 3 credits