Lee University Catalog 2018-2019 
    Feb 26, 2020  
Lee University Catalog 2018-2019 [Archived Catalog]

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COMM 336 - Media Planning and Buying


This course will introduce students to the strategic use of media in advertising. Students will develop a working knowledge of the major principles of media planning and buying, audience measurement, media research, new media technology, segmentation and marketing strategy. Various media will be explored and analyzed including, but not limited to, television, radio, magazine, newspaper, outdoor and the internet.

COMM 200 or DIGM 200

Credit Hours: 3

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