| 1. | |
Introduction & Overview | An overview of course objectives, structure, assignments, and schedules. |  |
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The Process of Media Planning | An overview of Korean media/advertising markets and the process of media planning including setting objectives, defining target audiences/markets, media strategies and tactics, and so forth. | |
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| 2. | |
Measuring Audience I | It is explained why scientific measurement matters in strategic communication, what ‘exposure’ means in the context of media planning, and the basic measuring concepts for print media, broadcast media, and outdoor media. | |
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Measuring Audience II | Composite measures like GRPs and GIs are explained, and the concepts of reach and frequency are introduced. | |
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| 3. | |
Measuring Audience III | The concepts of effective frequency and relevant issues are discussed. | |
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Measuring Audience IV | It is discussed what reach n+ means, why it matters, and how to estimate reach using probability models | |
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| 4. | |
Statistical Thinking I | Basic probability concepts and theories are introduced including binomial distribution and normal distribution. | |
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Statistical Thinking II | It is explained how to make an inference with statistical data -- the procedure and logic of hypothesis testing. | |
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| 5. | |
Statistical Thinking III | It is discussed how to understand the relationships among things based on statistical data; correlation concepts and linear models are introduced. | |
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Use of Index | Students learn what indexing is and why it is important for media planning, and are introduced to specific indices used for media planning, such as brand development index (BDI) and category development index (CDI). | |
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| 6. | |
Sources of Information | Four different types of information sources for media planning are introduced — sources for media audience data, costs data, expenditures data, and market data. Also, how to read MRI/SMRB table is explained. | |
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Budgeting & Media Buying | Basic budgeting concepts like CPM, CPP, CPR are introduced, and the methods for budget allocation are explained. | |
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| 7. | |
Setting Objectives I: Marketing & Advertising | The levels of objectives and their relationships are discussed; the three aspects of communication effects and their hierarchies are explained. | |
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Setting Objectives II: Media | It is discussed how to set reach and frequency goals, the trade-offs between reach and frequency, the Ostrow model for setting effective frequency levels, three scheduling types, and geographic weighting. | |
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| 8. | |
Target Audience Selection | Techniques for target audience selection are introduced, including index-based selection, automatic interaction detector (AID), socio-psychological selection, geographic division, and behavior-based selection. | |
| 9. | |
Media Characteristics: Print Media | Advantages and disadvantages of using newspapers, magazines, and outdoor media for communication are discussed. | |
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Media Characteristics: Broadcasting Media | Advantages and disadvantages of using broadcasting media for communication are discussed. | |
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| 10. | |
Media Characteristics: Interactive Media | Advantages and disadvantages of using interactive media for communication are discussed. | |
| 11. | |
Media Characteristics: Recent Updates | Emerging forms of media including interactive television, social media, mobile communication devises, and their benefits and possible threats are discussed. | |
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