University of Kentucky 3 credits Information Studies
An overview of the strategic use of media in integrated promotional campaigns is provided. Students acquire basic skills in quantitative and qualitative evaluation of media; choice of target audience, use of secondary research on products and audiences; development of media objectives, strategies and tactics; and the oral and written presentation of media plans. The basic structure of media organizations is discussed. Prereq: Concurrent or previous enrollment in ISC 311 and ISC 321; cannot be taken concurrently with ISC 351.
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