Media Studies
5 ECTS; 2º Ano, 2º Semestre, 15,0 PL + 30,0 TP + 2,50 OT

- Luís Miguel Ferreira Nunes

Not applicable.

Students should be able to:
. interpret and command the major concepts and tools of audience analysis
.use supply and demand concepts to manage efficiently media supports and evaluate their impact on the public.

1. Introduction to audience analysis
2. Measuring tools
3. Essential concepts of audience analysis
4. Resource strategy and planning
5. Pre- and post-evaluation of campaigns
6. Portuguese audiences

Evaluation Methodology
Mid-term assessment: 1 written assignment (40%) + 1 written test (60%)

- McQuail, D. (1997). Audience Analysis. London: SAGE
- Brochand, B. (1999). Publicitor. Lisboa: Dom Quixote
- Cardoso, G. (0). Anuário da Comunicação do OBERCOM.Acedido em14 de fevereiro de 2018 em

Method of interaction
Lectures and tutorials

Software used in class
Not applicable.