Media campaign

Abstract

This 120-page handout is organized into sixteen lectures. It begins with the theoretical foundations of communication: its concept, the conditions for its effectiveness, the elements of the communication process, and the functions of the media according to Lasswell, Lazarsfeld, and Merton. It then moves on to social communication and its local, national, and international levels. The second part addresses media campaigns: their definitions and types, followed by the stages of planning, from information gathering and goal setting to media selection, budget allocation, scheduling, and team building, and concluding with the requirements for campaign success. Each lecture ends with assessment questions that foster analysis and critical thinking, helping students develop the skills to design campaigns targeted at specific audiences, work in teams, and use digital tools. The course concludes with a practical application: developing a case study of a media campaign following the stages studied.