Media research and types

Media research and types

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 8: Media

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of media research and types.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Meaning and role of media research
• Media of advertising
• Types, merits and demerits of indoor media
• Outdoor media
• Direct media and display media

Detailed Microsyllabus

1. Media research

   1. Explain audience, reach and media-use research.
   2. Identify data needed for evaluating media alternatives.
   3. Assess comparability and limitations of media information.

2. Media alternatives

   1. Compare indoor and outdoor media characteristics.
   2. Explain direct and display media uses.
   3. Identify merits, disadvantages and suitable advertising situations.

3. Media evaluation

   1. Match audience and message requirements with media characteristics.
   2. Consider exposure conditions, coverage and cost.
   3. Develop a reasoned comparison for a stated brief.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.