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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Media Planning and Buying (Traditional & Digital)

A brilliant ad seen by the wrong person is a waste of money. This course teaches the science of delivery. Students will learn how to allocate advertising budgets across TV, Radio, Print, and Digital platforms to maximize reach and frequency. The curriculum covers the mathematics of media (GRPs, CPMs), the negotiation of ad slots, and the use of programmatic bidding to target audiences with laser precision.

§ 01 By the end you can
  1. Master Media Math: Reach, Frequency, GRPs (Gross Rating Points), and CPM (Cost Per Thousand)
  2. Develop a "Media Mix" strategy balancing Traditional (Mass Reach) and Digital (Targeted) channels
  3. Negotiate rates and placements with publishers and broadcasters
  4. Execute Programmatic Advertising campaigns using Demand Side Platforms (DSPs)
  5. Analyze campaign performance and optimize spend in real-time
§ 02 Sixteen sessions

The whole semester.

  1. 01The Media Landscape: Paid, Owned, Earned
  2. 02Audience Segmentation: Demographics vs. Psychographics
  3. 03Media Objectives: Reach vs. Frequency
  4. 04Media Math I: Ratings, Shares, & HUT
  5. 05Media Math II: CPM, CPP, & ROAS
  6. 06Traditional Planning: TV & Radio Dayparts
  7. 07Print Planning: Circulation & Readership
  8. 08 · MidtermMidterm Examination
  9. 09Digital Display & Programmatic Buying
  10. 10Search Engine Marketing (SEM) & PPC
  11. 11Social Media Advertising: The Walled Gardens
  12. 12Out-of-Home (OOH) & Digital OOH
  13. 13Media Buying: Negotiation & Insertion Orders
  14. 14The Flowchart: Scheduling & Flighting
  15. 15Post-Buy Analysis & Audit
  16. 16Final Project: The Media Plan & Budget Allocation

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Media Plan & Budget Allocation

How it’s judged

Recommended reading
  1. Advertising Media Planning by Jack Z. Sissors and Roger B. Baron
  2. Media Planning & Buying in the 21st Century by Ronald D. Geskey
  3. The Media Handbook by Helen Katz
  4. Programmatic Advertising by Oliver Busch
  5. Ogilvy on Advertising (Media chapters) by David Ogilvy
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