Key concepts of Media Planning and Buying
Course Material
- I. Introduction: Concept of advertising II. Difference among Advertising, Pubic Relations, Publicity and Propaganda
- Role and Impact of Advertising: Social, Legal, Ethical, Economic and Marketing
- Advertiser, Advertising agency and Media
- Types of Advertising agencies and their functions
- How advertising works: Facet Affect Model
- The Consumer Audience and consumer behavior
- Strategic Research for advertising: An overview
- The Creative Side and Message Strategy: Copy writing
- Principles of copy writing
- Key concepts of Media Planning and Buying
- Practical Work: Comparison of Competitive Advertising
- Development of mini advertising campaign
- Developments of Different advertising Instruments
- Campaign Evaluation
- Review on campaign report
- Exhibition of Mini campaign
- Chapters 16
- Department Communication and Media Studies
- Teacher
Dr. Mudassar Hussain Shah
