| Center |
| Student Information Service-Master |
| Departament |
| Marketing and Market Research |
| Lecturers in charge |
| Sin datos cargados |
| Met. Docent |
| Attendance of lectures and active participation in seminars through cases and examples that will be available for students. Coordinator: Luisa Andreu |
| Met. Avaluació |
| Final examination and project work |
| Bibliografia |
| Bigné, E (2000) Temas de Investigación de Medios Publicitarios. Esic. Madrid González Lobo, Mª A y Carrero López, E (2007). Manual de Planificación de Medios, 5ª Ed. Esic. Madrid |
| Continguts |
| - To know the nature of the decision in media plans making - To Identify the basic characteristics of the media - To know the concepts that will be taken into account in the media selection and the supports that will be part of a publicity plan. - Applying the media plans - To execute media plans. The subjectÆs program is the following: 1. MEDIA AND PUBLICITY PLANIFICATION 2. QUALITATIVE CRITERIONS OF MEDIA SELECTION 3. QUANTITATIVE CRITERIONS OF MEDIA SELECTION 4. AUDIENCE STUDIES 5. ECONOMIC CRITERION OF CHOOSING MEDIA 6. APPROACHES TO MEDIA PLANIFICATION 7. PRACTICAL MODELS OF MEDIA PLANIFICATION: TOM-MICRO PROGRAM (I&II) 8. MEDIA STRATEGIES 9. COMUNICATION MEDIA (I, II & III) |
| Objetius |
| URL de Fitxa |