Audience measurement and engagement
Instructor(s)
Kara Chan
Departments /Offices
Department of Communication Studies, Hong Kong Baptist University
Course Type
Invite-only
First Start Date
September 2021
Commitment
2 hours/week
Length
4 weeks
Language
English
Description :
Knowing how to speak to your audience in their language about what’s in their mind is important in campaign planning. This course introduces key media audience measurements of traditional and non-traditional media, different types of indirect advertising, and examines the theories that explain the communication effect of celebrity endorsement in advertising in Hong Kong and Malaysia among the target audience of different age groups.