AC 271 — Audiences and Media
3 credits; 3 lecture hours
This course is designed to provide students with an understanding of the role of media planning and buying in advertising. The course reviews such areas as basic measurement tools and the relationship between marketing and advertising objectives translated into media objectives, strategies, and tactics. Students identify target markets, develop media strategies, and evaluate media alternatives and media-buying approaches.
Prerequisite(s): AC 111.
School of Business and Technology Applications accepted for fall and spring. NYSED: 20788 CIP: 09.0903 Students in the Advertising and Marketing Communications major develop integrated marketing communication (IMC) campaigns, media plans, and special events; direct and produce television and radio commercials; and write print ads, press releases, and newspaper and magazine articles. Guided by a faculty of practicing professionals, students acquire the knowledge and skills necessary to apply for positions in the communications industry in advertising management, advertising strategy and creative execution, public relations/publicity, fashion journalism, corporate communications, media planning, electronic media production, IMC management, and brand management. Curriculum below is for the entering class of fall 2023.