It is often said that the medium is the message. In today’s highly fragmented world, choosing the right media can make a dramatic impact on the fortunes of a marketing initiative.
In this training course, participants can understand and master the media plan development process for identifying the appropriate media to deliver marketing communications to the target audience. The course covers the gamut of media planning concepts from setting media objectives and writing media briefs to developing and evaluating media mix alternatives and media buying.
- Objectives
- Outcomes
- Who should attend
- Why this course is unique
- Sample
Why a media development process is important?What are the key opportunities and challenges in media planning today?What are the steps and activities in the media planning process and how do they integrate with the marketing planning process?How to develop a media strategy and objectives?How to shortlist and select media vehicles?How to develop and evaluate media mix alternatives?How to capture a media plan in a media flowchart?What is the process for media buying, who is involved and how to evaluate buy recommendations?How to manage risks in the media plan and prepare for exigencies?How to track progress of the media plan and what media metrics to use?How to manage the media agency to get effective results?Give the media agency meaningful direction based on marketing goals.Understand how to manage the media planning process.Evaluate if a media plan will achieve your business goals.Determine if the media buys are strategic.Demand and comprehend accountability measuresProduct ManagersMarketing/Brand ManagersMarketing Communications ManagersMedia PlannersWe will customize the course content for the unique challenges and context in your business.We provide a proven process and toolkit that places media planning and buying within the overall context of the end-to-end marketing process and integrates it with other elements of the marketing mix. The course relies on practical and battle-tested tools from some of the largest advertisers in the world such as P&G, Unilever, GE, DuPont and others.We train on proprietary tools to identify those customer touch-points that have the most impact on the customer’s attitudes and behaviors.We use a process that can be applied both for large advertisers with dedicated media planning departments as well as smaller advertisers with small to no media departments.Fees and Course Length
$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.
Course Length: 1 day
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