Practical: Media Planning and Campaign Strategies

Paper Code: 
DMC 125
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students to -

  • Understand Media Planning, New Trends, Learn to write captions for different purposes.
  • Understand Pitching Media Proposals Creating Digital Tools and Analysis of Reach and Impact
  • To have a knowhow of  Designing Campaigns for PR, Advertising

 

Learning Outcome:

1. Students would be able to work upon Media Briefings, Media Scheduling, understanding Reach, Frequency and Maximize Advertising Exposurefor a brand.

 2. Students would deal practically with Media Proposal, Media Mix, Media Vehicle, Media Class and Media Unit.

3.Students would prepare frameworks of Media Strategies for different brands .

 

Course Outcomes (COs):

Course

Learning outcome (at course level)

Learning and teaching strategies

Assessment Strategies 

Paper Code

Paper Title

DMC

I25

Practical: Media 

Planning and 

Campaign Strategies

CO13: Students would be able to work upon  Media Briefings, Media Scheduling, understanding Reach, Frequency and Maximize Advertising Exposure for a brand.

CO14:Students would deal practically with Media Proposal, Media Mix, Media Vehicle, Media Class and Media Unit.

CO15:Students would prepare frameworks of  Media Strategy for different brands 

Approach in teaching:

Lecture cum Discussion

Tool(Power Point Presentation)

Case study methodology can be applied

Learning activities for the students:

Self-learning assignments, Effective questions, Simulation, Seminar presentation, Giving tasks, Field practical, Industry visits  & workshops 

Class test Continuous Assessment Test Semester end  examination

Assignments

Presentation.

 

10.00
  • Understanding Media Planning, New Trends, Target Audience and Mapping 
  • Marketing in the Framework Media Strategy, Pitching Media Proposals, Understanding Slot Slaying 
10.00
  • Knowing Reach and Frequency, Maximizing Advertising Exposure, Media Briefings, Media Scheduling-Flight, Pulsing and Continuity. 
  • Media Budgeting, Presentations Plan and Budgets  
10.00
  • Creating Digital Tools and Analysis of Reach and Impact, Tracking success
  • Creative Strategies and Appreciation, USP, Placing Advertisement on Online Platforms 
15.00
  • Understanding Campaign Planning, Media Brief, Media Proposal, Media Mix, Media Vehicle, Media Class and Media 
15.00
  • Designing Campaigns for PR, Advertising - Including Media Planning, Brand Management
  • Creative Exposition, Budgeting and Presentation 
References: 
  1. 10 Ways to Screw up an Ad Campaign, Cohen, 2009, USA : Adams Media, 2009
  2. Advertising Management, Pareek,Saroj, 2011, Jaipur : DND Publications, 2011
  3. The Definitive Book of Branding, Kompella, Kartikeya, 2014, SAGE Publications, 2014
  4. Advertising Media Planning, Sissors,Jack Z ; Varon,Roger B, 2017, New Delhi : McGraw Hill Education (India) Private Limited, 2017
Academic Year: 
2023-2024
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