Media Management Planning, Costing and Buying: Traditional Media

Course Code: AMM 5003

Academic Year: 2021-2022

Digital media is growing very rapidly everywhere in North America and it is what everyone is talking about, but traditional media is still where the action is for Canadian advertisers. Traditional media placement accounted for over 75 per cent of all media spending in Canada in 2010.This course will introduce students to the various traditional media available in Canada (television, radio, daily newspaper, community newspaper, magazine, out-of-home and outdoor advertising) and familiarize them with terminology, research and methods of planning, costing and buying. The course is designed to provide a fundamental understanding of the tools and techniques utilized in the use and implementation of each medium.