Media Measurement and Research

Course Code: AMM 5004

Academic Year: 2020-2021

This course will introduce students to key research databases used in the industry, such as Print Measurement Bureau (PMB), Bureau of Broadcast Measurement Return to Sample (BBM RTS), Newspaper Audience Databank (NadBank), Canadian Outdoor Measurement Bureau (COMB), A.C. Nielsen (product spending/sales) and digital analytics and development tools (Search Engine Optimization (SEO) and Search Engine Marketing (SEM)). As new measurement tools come on stream, they will be added to the course curriculum. Students will learn the different methodologies companies use to collect information on audiences, product usage, media usage habits and psychographic habits and how to run computer modelling programs for the different media. Students will then learn to analyze and apply this information to develop strategic media objectives.