Temple University 3 credits ADV
The focus of this course will be on the art and science of crafting a paid presence for large budget brands competing in today's complex media environment. Students explore the conceptual foundations of media planning with an eye towards effectively engaging a target audience, which has more control over media consumption than any prior generation. Coursework will explore how shifts from mass media to personalized content affect the opportunity to place branded messages and how socially active audiences can magnify a message for better or worse through their own personal networks. In-class discussion will explore the future of paid media placement, audience tolerances for ad-supported content and the economic implications of a shift from ad-supported to "free" content.
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