Introduction to basic concepts like media reach, frequency; effective reach &OTS; GRPs & CPRP; Relationship between Media and Audience; OfferingChoices---Media and Advocacy; Media and Propaganda; Public Relations &Media; Types of Audiences; Effects of Media; Effects of Media in Day-to-Day Life; Media’s Effects on Attitudes and Opinions.
The concepts of media exposure; media mappings; media mix; mediaapertures; media intensity & media stickiness; Learning from Media, DigitalMedia Effects; Convergence of Media; Offering Choices---Media andAdvocacy, Media and Propaganda, Public Relations & Media.
Similarities & differences between traditional & new media; the implicationsfor brand building; innovations in planning, budgeting, executing, reporting& evaluating multi media campaigns; Changing Patterns of MediaConsumption Habits
New media & consumers; the shifting nature of the relationships betweenthem; push vs pull media; role of technology in these.
What is truly inter-active media Difference between media in the traditionalsense & new thinking in terms of engagement; Integrated Media; WhatMakes Integration Successful? - Fit, focus, fame, Permission Marketing,Reality Marketing, Experiential Marketing, Branded Content andSponsorship – What’s The Difference?
media as interface & channel of brand relationship building; opportunities &challenges in case of traditional vs new media; strategic implications forbrand building; Fragmentation of Media and Implications for Media Planningand Buying
User generated content; Implications of User Generated Content; medianeutrality; media credibility; source authority; blogs vs twitter vs face bookvs google vs yahoo; Punk Marketing, Word of Mouth and Subversive UserContent, Cross-platform User Content.
Types of Media Bias, Media Neutrality in India, Commercialization/Commodification of Values in Media, Advertorial, Media Literacy andMedia Neutrality; Media metrics & measurement both from planning &buying perspectives; ROI for traditional vs. new media; implications forbudgeting & campaign planning & MIS; Branded Content: From Placementto Entertainment – Advertainment, Looking to the Future, Extending theReach of Branded Entertainment.