This course examines media planning, buying, and sales as performed by advertising agencies, clients and the media. Students will discuss the essential principles, measurements, procedures and problems encountered in determining appropriate media in which to place specific kinds of advertising messages designed to reach closely defined target audiences. Students will learn to use research sources that provide data on media audiences and product usage. The advantages and disadvantages of various media will be discussed from an advertising perspective. The course will examine contemporary trends in communications media and their effects on advertisers.