Section 1
, Sep 7 - Dec 21, 2000
The NYU Midtown Center, 11 West 42nd St.

3 credits

As direct marketing evolves, media is becoming ever more complex, sophisticated, and challenging. Today, media selection offers a myriad of options, all evaluated on a cost-per-response basis and now, in more and more places, on a cost-per-response-in-segment basis. Senior executives must understand the array of media choices that encompass television, cable, radio, magazines, newspapers, inbound and outbound telemarketing, two-way TV, and the new world of electronic media. Within each area, decision makers must understand the scores of variables and enhancement techniques available to increase market targeting. Managers must also know how to structure and oversee multimedia programs. In addition to discussing all forms of media and their unique capacities to deliver audiences, students in this course learn how to mix media, evaluate buys, negotiate, and test.