This course introduces the student to Media Planning (for both a traditional and digital media campaigns). Students will be exposed to multi-media syndicated research and Product Profiles for a variety of Canadian advertisers. Emphasis will be on the formal documentation of the media plan – applying proper communication goal statements, along with the development of strategies and recommended execution for the Canadian Marketplace. Advertising Law from a media perspective will also be covered. The student will further develop media computer skills using the Nielsen Advisor, PMB Product Profile and Harris Media Planning Program as well as Comscore digital media research software.