Audience Insight (303-0-70)

Instructors

Fatima el Issawi

Meeting Info

Northwestern Qatar Room 1-300: Tues, Su 11:30AM - 12:45PM (AST)

Overview of class

How do professional communicators decide what media to use in a strategic communication campaign, in order to maximize its impact? How should the budget be split among various types of digital and legacy media? How long should the campaign run? How many consumers should the campaign reach, and how frequently? What are reasonable objectives from a media planning perspective? How do you track the impact of a campaign? This course provides an introduction to the basic strategy and techniques of media planning in the context of traditional and digital strategic communication campaigns. We will analyze the advantages and disadvantages of various media in terms of their potential contribution to specific campaign goals; discuss criteria employed by professionals in selecting media types and vehicles; and learn to use professional software to make a range of media planning decisions. The topics covered include media effectiveness, audience research and measurement, secondary sources of research used in media planning, as well as the design, construction, implementation and evaluation of effective media plans.

Registration Requirements

Prerequisites: JOUR 201-0

Open to sophomores, JOUR majors only

Enrollment Requirements

Enrollment Requirements: NUQ: Journalism Majors Sophomores only who have completed JOUR 201-0