Completing this module gives delegates the CAM Award for Integrating Digital Media and Branding.
Media planning has become increasingly difficult in recent years. There has been an explosion of the ways in which consumers are contacted both digitally and through conventional media such as print, radio and television. Convergence of media creates new problems and opportunities for brands. This unit intends to evaluate all the key channels used for communicating with the customer and to ascertain how they are evolving. At the same time it will look at how integration can take place and evolve, lessening channel conflict and dissonance in communication. Campaigns, which highlight good brand communications in the digital age, will be highlighted and evaluated.