Media Planning & Buying Privates


Paragon Media offers a variety of Private on-site media seminars for all levels of staff at your company.  Our Media Planning & Buying training program consists of four modules, each a half-day in length.  You can choose to have the materials fully customized to reflect your company. 

Your company provides the meeting room as well as any desired food service.  Each participant receives a valuable workbook that serves as a comprehensive tool and helps them in the performance of their daily tasks.

Please call or email us for more information, have any questions or would like to schedule Private training.


Modules #1 - #4:

Media Planning & Buying Seminars (4 modules, each a half-day)

This program is designed to teach the fundamentals of the media planning and buying process. All major forms of media are covered, including the Internet. Our 4 module Media Planning & Buying Seminar is scheduled over 2 days.  Click here for a detailed course outline.

Module #1 - Media Terms & Concepts
Basic terms, concepts and formulas are covered, with work sessions putting them to practical use. Some of the concepts included are composition, coverage, ratings, share, gross rating points, reach, frequency, cost-per-thousand, cost-per-point and indices. Attendees learn the relative importance of these concepts, their relationship to each other as well as how they are used in the media evaluation process.

Module #2 - Media Profiles
Each major medium is covered in depth, including spending, outlook, definitions, how each medium is used and its value to the advertiser. Also covered are the problems facing each medium and the potential impact upon the advertiser’s message. Participants are given work sessions that help to reinforce what they have learned about the value of each medium.

Module #3 - Media Plan Development/The Media Selection Process
Participants learn how an advertiser translates their marketing needs into media solutions through the development of media objectives. A work session is provided that puts into practice this step-by-step process.

Attendees next learn how media is chosen. Participants go through the discipline of evaluating each media form and learn how to select a primary, secondary, tertiary, etc. medium. This knowledge enables participants to better understand the process that ad agencies and buying services undertake in making media decisions. Increased understanding helps to strengthen the partnership between the client, their agency/buying service and the media.

Module #4 - Media Buying
Once the media selection process is complete, the buy needs to be executed. What is the timetable for purchasing each medium? What specifications are necessary? How do negotiations take place? What research is available? Participants learn the fundamentals of negotiating the major media forms through class buying assignments.

Click here for a detailed course outline.