Campaign Planning
Developing Media Strategy-the media mix, Factors influencing media
strategy decision.
Types of Advertising and their characteristics
Planning and Designing of Advertisement for various media
Reach & frequency.
Media briefing, Media scheduling, Media budget
Media Buying functions
New trends
Increasing complexity in Media Buying
Evolution of Brands, Brands & Products, Brand Types
Brand: Perspectives, Extension, Equity, Image, Positioning &Differentiation
Branding Strategies
Brand tools (Name, Logo, Shapes, Graphics, Color, Sounds, Smells, Taste)
References:
Links:
[1] https://journalism.iisuniv.ac.in/courses/subjects/media-planning-brand-management-0
[2] https://journalism.iisuniv.ac.in/academic-year/2014-2015