COMMS 372
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Advertising Channel Planning
CommunicationsCollege of Fine Arts and Communications
Course Description
This course introduces students to advertising channel planning, emphasizing the strategic and creative use of media to achieve business goals. Students will learn the full planning process and will be required to set objectives, identify target audiences, analyze media habits, and choose channels that can maximize impact. Students will also master foundational concepts and calculations regularly used in the discipline as they justify strategic media choices.
When Taught
Fall
Min
3
Fixed/Max
3
Fixed
3
Fixed
0
Other Prerequisites
Major status.
Title
Planning Strategy
Learning Outcome
Students will learn how to create strategic channel plans that align advertising objectives with consumer insights and media opportunities.
Title
Media Concepts
Learning Outcome
Students will master foundational media concepts (reach, frequency, GRPs, CPM, share of voice, etc.) essential to professional media planning and buying.
Title
Creative Thinking
Learning Outcome
Students will develop their ability to think creatively about channel selection, showing how innovative use of media enhances campaign impact.
Title
Teamwork and Collaboration
Learning Outcome
Students will develop their ability to work in teams to research, plan, and present an advertising media strategy using industry-standard tools and language.
Title
Ethics and Cultural Sensitivity
Learning Outcome
Students will be able to evaluate and justify channel choices based on efficiency, effectiveness, ethics, and cultural sensitivity.
Title
Honoring Agency
Learning Outcome
"Become a better disciple of Jesus Christ by recognizing the value of delivering messages that honor and respect individual agency.
