Courses
PRAD3046 Audience Measurement and Engagement (3 units)
- Prerequisite:
- Year 3 standing or above; PRAD2005 Introduction to Public Relations and Advertising (for non-PRA students)
- Medium of Instruction:
- English
This course will examine the roles of audience measurement in advertising and public relations campaign planning. Traditional media platforms such as print, television, out-of-home and internet media will be examined. With technological changes, this course will examine innovative ways of engaging audience through social media presence, search marketing, and space/ location based campaigns.