Paragon Media - Media Seminars & Webinars, Ad Sales Training

How much ad spending are the broadcast networks receiving as compared to the cable networks & syndication?
Why national advertisers favor local television for heavy-ups

Network Erosion

What share of the viewing do the broadcast networks get and how does it compare to the cable networks?
Why broadcast still continues to garner significant advertiser dollars

Attentiveness

How much attention are viewers paying?
Are there times of the day when attentiveness is better?

Commercial Clutter

What is the average number of minutes per hour spent on commercials and program promotions?
Is there a daypart that carries fewer commercials?

Commercial Avoidance

How have DVRs like TiVo affected viewing?
What are some remedies that advertisers have used to get their brands seen?

Geographic Skews

Are there parts of the country that under-deliver or over-deliver television ratings?
Should advertisers schedule incremental weight in under-delivered regions?

Strengths & Weaknesses

What are the primary reasons for recommending television?
How favorably will television be viewed in the next few years?

Radio

With competition from Satellite Radio and Internet Radio, the terrestrial medium has embraced new pricing structures and research techniques. Dimensions

Where most listening takes place
Is radio a reach medium?
What kind of an impact has satellite & Internet radio had on terrestrial radio?

Spending

Why local advertisers favor radio
Why national advertisers limit their spending in radio

Listening Levels (PUR)

What percent of the population is listening to radio throughout the day?
Is listening on the decline?
How much of an audience drop off is there when commercials air?

Formats

Which is the top format?
How is radio used to deliver specific targets (both demographic & psychographic)?

Strengths & Weaknesses

Why radio is often the medium of choice for local advertisers
What added value opportunities are available to advertisers?

Magazines

Around 500 new magazines are introduced each year, but only the strong survive. Dimensions

What are the various revenue streams?
How important are subscriptions?

Spending

Why there has not been much growth in ad support over the past decade?
How does the future look?

Strengths & Weaknesses

Why advertisers use magazines to compliment their television efforts
What advertisers needs to know about demographic and geographic editions of national magazines

Newspapers

Circulation has been negatively impacted by the growth of the Internet driving the medium to find new ways of selling hard copy advertising, monetizing their websites and recapturing young adult readers. Dimensions

What percent of adults read a daily paper?
How newspapers have been affected by the Internet
Do the readers of online newspaper sites make up for the drop off in hard copies?

Spending

What type of advertiser provides newspapers with their greatest source of ad revenue?
Do newspapers negotiate rates?

Circulation Trends

How do circulation declines compare to broadcast television declines?
What newspapers are doing to recapture younger readers

Strengths & Weaknesses

What are the values attributed to newspapers?
Why have some advertisers minimized their use of newspapers (or chosen not to use them at all)?

Out-of-Home

The definition of the medium has grown to encompass far more than billboards. Digital and GPS technology, new venues and better research have revitalized the medium. Dimensions

Industry trends
Metrics being used

Spending

How much spending is there in outdoor billboards?
Which out-of-home media forms are not included in measured spending?

Advertising Units

Are poster panels sufficient for an ad campaign or should larger bulletins be used?
What is the unique value of in-store, transit, rail, subway, taxi and mall advertising?

Strengths & Weaknesses

The reasons that out-of-home is recommended in a plan
What are some of the drawbacks

The Internet

The fastest growing ad medium in history shows no signs of slowing down or complacency; it just keeps evolving. Dimensions

What kind of growth has online experienced compared to offline media?
Will the pattern of growth continue?
How is it used by direct marketers vs. those who are using online for branding?

Spending

What is the current spending in online media?
What online ad dollars are not included in measured spending?
Where is the money being spent?

Key Terms & Concepts

Equating online terms & concepts with offline media
Why the online industry is moving toward using the same language & metrics as offline media

Creative Units

What are some of the typical creative units websites make available?
Is the investment in sponsorships worth the money?

Various Ways to Target

Are the premiums for specific ways of targeting warranted?

Local Market Targeting

What options are available to advertisers who want to heavy up in specific markets?
How good is the data used for geographic targeting?

Various Ways to Buy

What are the different pricing models used?
Which gives the advertiser the best ROI?

Strengths & Weaknesses

Why is online receiving all the buzz?
What is its unique contribution to the media plan?

MEDIA PLAN DEVELOPMENT

Understanding the Marketing Problem

Marketing Objectives and Strategies

How the marketing process works

The role of the agency in developing goals

The importance of developing actionable, well thought out marketing objectives

Background Data

Where to get the necessary market research and how to analyze it

The importance of formulating a source of business definition

analyzing share-of-market vs. share-of-voice

Advertising Objective

How the advertising objective is different from a marketing objective

Should agency compensation be tied in to sales performance?

Methods for Establishing a Budget

What is the best method for determining a budget?

What if it's a new product?

The importance of analyzing competitive spending

How to use competitive sales & spending to formulate a budget

Establishing Media Objectives

Target Audience

Who should the target audience describe…the brand user, the competitive user or both?
Why is it necessary to express the target in demographic terms?
Why the CPM for the end user should be significantly higher than the demographic representation of the user
Why geo-demographics is becoming increasingly more important
How valuable is psychographics?

Geography

How to determine whether a market has growth potential
Evaluating brand vs. category potential
How to determine if it is worth investment-spending in a market
What are the formulae for allocating dollars by market or region?

Seasonality

How to allocate spending by quarter or by season
How much should be spent in an introductory quarter?
Should brand advertising run concurrently with promotions?

Reach, Frequency & Continuity

How to determine whether a brand needs reach vs. frequency
What is the value of high reach in maximizing ROI vs. high frequency?
Is the need for reach & frequency the same for online & offline media?
How important is continuity vs. flighting or pulsing?

Creative Requirements

How creative requirements play an important role in media selection
What are some of the creative attributes advertisers look for?
Does the need for sight, sound & motion generally translate into a need for television?

Testing

What kinds of tests are there?
What are the guidelines for testing?
How long should a test run?
Is a "live" market test preferred over a simulation?

Selecting Media

Factors That Can Influence Media Selection

What are the most important considerations?
Are there client biases and can they be circumvented?
How different are agency plans from one year to the next?

Evaluation of Media Types

How does the marketing objective & strategy translate into media choices?
How an agency or advertiser undertakes the evaluation process
Why some media seem to be favored

Development of Alternatives

What other media mix options should be considered?
How does an optimization help to determine when you've reached a point of diminishing returns?
What about daypart, continuity, unit size & geographic alternatives?

MEDIA BUYING

How Choices Are Made Within a Single Medium

What are the key factors that influence buying decisions?

Are quantitative considerations more valuable than qualitative?

How important are CPMs?

Does a close relationship with a sales rep play a significant role?

TV Buying

Research

What does Nielsen measure and how often?
How many households are in the Nielsen sample?
How do commercial ratings differ from program ratings?

Timetable

What are the values of buying on an upfront basis vs. scatter?
How does the upfront work & why do we still have one?
When is the best time to begin negotiations for local television buys?

Specs Given to Buyer

What information does a planner need to communicate to a buyer?
Should the buyer be given any latitude for substitutions?
Should minimum program ratings be required?

Negotiation Tactics

How negotiations take place
How important are CPMs?
How audience guarantees work

Sample Network TV and Cable Availabilities

What information is provided by the broadcast & cable networks
How packages work

Sample Spot TV Availabilities

How a buyer chooses one avail over another
The importance of qualitative vs. quantitative values
The metrics employed in making a television buy

Stewardship

Is an advertiser entitled to a postbuy analysis and what to expect as part of the guarantee?
Why spots are pre-empted
What are the standard industry practices in the handling of makegoods?

Radio Buying

Research

Is Arbitron's Portable People Meter (PPM) a better measure of listening?
What are the differences in listening levels between the diary method & the PPM?

Timetable

When radio negotiations take place
Are there advantages to buying early?

Specs Given to Buyer

How much latitude should the buyer be given in the choice and depth of stations?
Are added value opportunities worth the time & effort?

Negotiation Tactics

What are some of the "extras" a buyer should expect in placing a radio buy?
Is it worth the cost to have a live DJ deliver the commercial?
Should you expect bonus spots?

Sample Spot Radio Buy

How many stations should be included in a buy?
What metrics are used in making a radio buy?
What factors contribute significantly toward reach attainment?
Should stations that don't have a commercial limit be penalized?

Stewardship

Are post buys necessary for radio?
How many pre-emptions should you expect?

Magazine Buying

Research

How MRI & Simmons obtain readership data
What do they actually measure?
How to make a print buy utilizing product or category user data

Timetable

Should a magazine be given a schedule for the full year or month-by-month?
Why magazines have such long lead times

Specs Given to Buyer

Should it be left up to the buyer to determine titles?
How important is it to be opposite editorial?
What added value opportunities do magazines make available?

Negotiation Tactics

When is the best time to negotiate?
Do all publications negotiate?
What is the likelihood of getting a bleed charge waived?
Is it necessary to pay a premium for cover positions?

Magazine Candidates List

What should be included in an RFP (request for proposal)?
How important is circulation vs. readership?
Should greater or lesser value be attributed to a publication with higher readers per copy?

Ad Positioning Scoring System

How to quantify the value received from an ad position
How to use an ad positioning scoring system in your negotiations
How important is front of the book?

Stewardship

How to develop short-fall analyses for a publication
How to take advantage of opportunistic offerings
What to expect in the way of competitive separation

Newspaper Buying

Research

What does Scarborough measure?
How often are the surveys for newspaper readership conducted?
Is Scarborough a better tool than MRI & Simmons for obtaining local market newspaper readership?

Timetable