Module 5: Integrated Media

This unit aims to provide you with a knowledge and understanding of the function of various media within the marketing mix and communications mix.

By the end of this module, you will be able to:

  • Explain the role of different media in the marketing mix and the communications mix.
  • Identify the relationships between the advertiser, advertising agencies, media buying and media planning agencies and media owners.
  • Set appropriate objectives and strategies and allocate budgets for different media.
  • Present an overview of media available and their characteristics, including electronic media, and methods of planning and selection.
  • Select appropriate methods for measuring the effectiveness of communications media.