The emergence and growth of digital technology and social media has created many more media options for advertisers and their agencies to get their messages into the market place. Advertising planners, creatives and media professionals need to be aware of, and responsive to, the opportunities they present and the limitations of each. They include broadcast media, print and digital media, as well as 'non-traditional' media such as ambient, point-of-purchase, product placement, guerrilla marketing and social media.

The course is designed to develop an insight into how the appropriate choice of media can maximise the communication effect whilst examining the tools and media theories available to assist with this. It will build your ability to research and identify traditional and emerging media as a way of reaching consumers.

Through research and interpretation of the current media landscape, you will use critical thinking to assess the most effective ways of using media to advertise.