Media Management

Upon completion of this course, you will be able to understand:
Three main ways in which media can be classified.
Differences between linear and interactive media.
Trends and primary characteristics of each type of linear media.
Different characteristics associated with interactive media, and what interactive media enable people to do.
Issues associated with multichannel campaigns and the role of media within a retailing context.
The dynamics associated with direct-response media.
How advertising can be used in an interactive context.
Search engine marketing and the main features of both pay-per-click and search engine optimisation.
Characteristics and value of marketing communications through social media.
Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
Principles associated with media planning and the impact of media and audience fragmentation.
Various theories concerning different media and related switching behaviours.
Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
The concept of repetition and the debate concerning effective frequency and recency planning.
Planning issues related to interactive media and scheduling.
Media source effects as an importance factor in media selection, placement and timing.