Unit

School Of Communication Arts

Audience Analysis and Media PlanningWestern Sydney University Unit Code: 100708.1

Discipline: COMMUNICATION AND MEDIA STUDIES NEC

Student Contribution Band: 1

Level: 3

Credit Points: 10

About this Unit
Audience Analysis and Media Planning addresses two main fields of study: audience analysis and media planning. The study of audience analysis is focused on mass-audiences, and includes examination of how ratings and other forms of audience measurement are research. It includes a theoretical overview of mass society theories and an introduction to studies of mass-audiences in the interactive environment of the world wide web. The study of media planning focuses on the ways audience data is used for strategic decision-making in media planning - primarily in advertising contexts but also for policy, financial and social science contexts. It examines the various classes of media and media carriers; addresses the identification of suitable media vehicles; buying, selling and scheduling media time and space for mass advertising; and using non-traditional media in media planning. Examples of media plans and media planning case studies are critically evaluated.