This course introduces the student to media planning and execution for new digital media platforms, interactive executions and traditional media platform integrations. Students will be exposed to digital-media and traditional media, syndicated research and product profiles for a variety of Canadian advertisers. Emphasis will be on the formal documentation of the media plan, and execution using digital media and traditional media as integrated platforms. Applying proper communication goal statements, along with the development of strategies and recommended execution for the Canadian marketplace is strongly emphasised. The student will further develop media research and computer analysis using software tools such as PMB, Media Metrix, ComScore and Numerus Media Research.