Key concepts of Media Planning and Buying
Course Material
- Introduction: Concept of advertising
- 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
- Tool Kit of copy writing
- Copy for Print, Electronic and Digital Media
- Key concepts of Media Planning and Buying
- Practical Work: Comparison of Competitive Advertising
- Practical Work: Development of mini advertising campaign
- Practical Work: Developments of different advertising Instruments
- Chapters 16
- Department Communication and Media Studies
- Teacher
Dr. Mudassar Hussain Shah
