Media Planning & Buying Recorded Webinars
Our Recorded Webinars are designed to teach the fundamentals of the media planning and buying process. All major forms of media are covered, including the Internet. We invite you to view a short introduction that describes what we cover in our program. Just go to Intro to Media Planning & Buying Recorded Webinars. You can also watch sample clips by clicking the cover slide of each module below.
Click here for a detailed course outline.
While the modules are intended to be viewed in sequence, if you have some familiarity with media terms & concepts as well as a pretty solid understanding of each major medium, feel free to take them in whatever order you like. Each participant receives a valuable workbook that serves as a comprehensive tool and helps participants in the performance of their daily tasks.
Please call or email us if you have any questions or would like more information.
Here is what each session covers (click on the cover slide of each module to view a sample clip):
Module #1 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 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 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.
Module #5 Setting Media Budgets
Every year when it’s time to develop a media recommendation, the advertising agency and the media agency are given a budget to work with. Too often, little thought is given to exactly how that budget came into being. We just accept it without question, not knowing whether it was plucked out of the air or was developed using some complex, new marketing algorithm. Yet, the setting of that budget is one of the most critical exercises in the marketing process. This training webinar demonstrates the various ways in which marketers figure out how much money should be put into advertising.
You can choose to take just one recorded module or all five modules. Each module is 90-180 minutes in length. While the number of days you can view the Recorded Webinars is set as indicated below, if you are not able to complete your viewing in the allotted time, we grant extensions at no charge.
|# of modules
||# of days of viewing
|All 5 modules||35|
|Any 4 modules||28|
|Any 3 modules||21|
|Any 2 modules||14|
|Any 1 module||7|