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Peggy Yervanian (Bio) Director of Training Services |
The proliferation of media choices, coupled with intense competition from other marketers, challenge advertisers, media sales reps, ad agencies and buying services to find creative media solutions to marketing problems. Consequently, enhancing the skills of your company’s staff is more important than ever. Media training can provide the much needed groundwork for developing innovative new media strategies.
Media Seminars
Paragon Media offers a variety of media seminars for all levels of staff at your company. These seminars are available in two ways. You can either choose to attend Public Seminars consisting of participants from a variety of companies or we can give Private sessions onsite right at your company.We currently offer 6 half-day modules, for which you may sign up individually. Each participant receives a valuable workbook that serves as a comprehensive tool and helps them in the performance of their daily tasks.
Modules #1 - #4:
Media Planning & Buying Seminars (4 modules, each a half-day)
This program for advertisers, media sales reps, ad agencies
and media agencies 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.
While the modules are intended to be taken 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. Click here for a Detailed Course Outline.
You may choose to sign up for any or all 4 of the following:
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.
Modules #5 - #6: Online Terms & Concepts
Special 2-for-1 Offer
If you register up to 60 days before any of our seminars,
a second participant may attend for FREE.
You may register up to 10 participants using this special offer.
Registration Form
How to register for the 2-for-1 The following Public Seminars are scheduled for January - November, 2008.
Don't see your city on the schedule below? If you can guarantee 4 participants, we would consider scheduling a public seminar in your city.
Call or email us today.
We offer discounts to companies that send several participants to the
same session. We also offer AAAA (American Association of Advertising Agencies) as well as student discounts so don't
delay...register today!
Registration Form
***SPECIAL 10-TICKET FLEXIBLE PACKAGE:
Internet Media Planning & Buying Seminars (2 modules, each a half-day)
This program for advertisers, media sales reps, ad agencies and media agencies covers the basics as well as recent developments in online advertising. Participants will leave the session with a thorough understanding of the different options available to them as well as the process for planning and placing an online buy.
You may choose to sign up for either or both of the following:
Module #5 - Internet Media Planning & Buying 101
The morning session provides the foundation for developing well thought out marketing solutions and will cover:
Basic terms, concepts and formulas are covered, including impressions, page views,
unique visitors, click-through rates, frequency capping, view-throughs, visits, run-of-network,
run-of-site, reach, frequency and composition. Attendees learn the relative importance of these
concepts, their relationship to each other as well as how they are used in evaluating online
media opportunities.
Online Media Profiles - Part 1
Module #6 - Internet Media Planning & Buying 201
An overview of the Internet’s growth as an advertising medium is covered,
including why this medium has grown faster than any other. Profiled are the
various types of ad units and unit sizes. Examined will be the various marketing
solutions such as search, email, affiliates/lead gen/co-reg, social networks and viral marketing.
This afternoon session will draw upon the many principles that have been introduced in the morning
session and will cover:
Online Media Profiles - Part 2
This follow up to the morning session will cover microsites, mobile,
blogs, podcasts, RSS, virtual worlds, games and widgets.
Online Plan Development
Participants learn how an advertiser translates their marketing needs into online media solutions. Covered are the various ways of targeting as well as the metrics that should be used as the measure of success for branding versus performance objectives. Attendees learn how marketing and media goals are developed, how to evaluate online media options against those goals as well as common mistakes to avoid. Participants are given examples of successful multi-element campaigns designed to deliver effective marketing solutions.
Online Buying
Once the online strategy is set, the buy needs to be executed. We examine the various pricing models used to buy online: CPM versus cost-per-click and cost-per-action. Participants learn how ads are served, what to expect from a third party ad server, how to optimize a campaign as well as the advantages and disadvantages of various types of providers. The course identifies the research available and how to use data to support recommendations. Finally, participants learn about what to include in a request for proposal (RFP) as well as an insertion order.
Because our online registration form
is not set up for accepting anything other than our standard rate, just register at
the full rate and include a note in the comments field referring to the "2-for-1
offer." When we confirm the registration back to you, the 2-for-1 discount will be reflected.
You may also register by phone by calling 212-704-9965 or 973-748-7070.
2008
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar Jan. 23-24
9am-5pm Jan. 19 #1 - #4 Media Planning
& Buying Los Angeles Loews Santa Monica Beach Hotel Jan. 25
9am-12:30pm Jan. 19 #5 Internet Media Planning
& Buying 101 Los Angeles Loews Santa Monica Beach Hotel Jan. 25
1:30-5pm Jan. 19 #5 Internet Media Planning
& Buying 101 Los Angeles Loews Santa Monica Beach Hotel Feb. 6-7
9am-5pm Jan. 19 #1 - #4 Media Planning
& BuyingNew York Crowne Plaza Times Square Feb. 8
9am-12:30pm Jan. 19 #5 Internet Media Planning
& Buying 101 New York Crowne Plaza Times Square Feb. 8
1:30-5pm Jan. 19 #6 What Online Sales Reps
Need to Know to Compete
with Traditional Media New York Crowne Plaza Times Square Feb. 14-15
9am-5pm Jan. 19 #1 - #4 Media Planning
& Buying Tampa Hyatt Place Tampa/Busch Gardens
2008
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar March 19-20
9am-5pm Jan. 19 #1 - #4 Media Planning
& Buying Atlanta Sheraton Buckhead March 21
9am-12:30pm Jan. 19 #5 Internet Media Planning
& Buying 101 Atlanta Sheraton Buckhead March 21
1:30-5pm Jan. 19 #6 What Online Sales Reps
Need to Know to Compete
with Traditional Media Atlanta Sheraton Buckhead April 9-10
9am-5pm Feb. 9 #1 - #4 Media Planning
& Buying Chicago Hotel Monaco Chicago April 11
9am-12:30pm Feb. 9 #5 Internet Media Planning
& Buying 101 Chicago Hotel Monaco Chicago April 11
1:30-5pm Feb. 9 #6 Internet Media Planning
& Buying 201 Chicago Hotel Monaco Chicago May 14-15
9am-5pm March 15 #1 - #4 Media Planning
& BuyingNew York Crowne Plaza Times Square May 16
9am-12:30pm March 15 #5 Internet Media Planning
& Buying 101 New York Crowne Plaza Times Square May 16
1:30-5pm March 15 #6 Internet Media Planning
& Buying 201 New York Crowne Plaza Times Square
2008
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar June 11-12
9am-5pm April 12 #1 - #4 Media Planning
& Buying Boston Radisson Hotel Boston June 13
9am-12:30pm April 12 #5 Internet Media Planning
& Buying 101 Boston Radisson Hotel Boston June 13
1:30-5pm April 12 #6 Internet Media Planning
& Buying 201 Boston Radisson Hotel Boston June 25-26
9am-5pm April 28 #1 - #4 Media Planning
& Buying Los Angeles Loews Santa Monica Beach Hotel June 27
9am-12:30pm April 28 #5 Internet Media Planning
& Buying 101 Los Angeles Loews Santa Monica Beach Hotel June 27
1:30-5pm April 28 #6 Internet Media Planning
& Buying 201 Los Angeles Loews Santa Monica Beach Hotel July 23-24
9am-5pm May 24 #1 - #4 Media Planning
& Buying Dallas Hotel Palomar Dallas July 25
9am-12:30pm May 24 #5 Internet Media Planning
& Buying 101 Dallas Hotel Palomar Dallas July 25
1:30-5pm May 24 #6 Internet Media Planning
& Buying 201 Dallas Hotel Palomar Dallas
2008
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar Aug. 20-21
9am-5pm June 24 #1 - #4 Media Planning
& BuyingNew York Crowne Plaza Times Square Aug. 22
9am-12:30pm June 24 #5 Internet Media Planning
& Buying 101 New York Crowne Plaza Times Square Aug. 22
1:30-5pm June 24 #6 Internet Media Planning
& Buying 201 New York Crowne Plaza Times Square Sept. 10-11
9am-5pm July 15 #1 - #4 Media Planning
& Buying Atlanta Buckhead Hotel Atlanta (formerly
called Sheraton Buckhead) Sept. 12
9am-12:30pm July 15 #5 Internet Media Planning
& Buying 101 Atlanta Buckhead Hotel Atlanta (formerly
called Sheraton Buckhead) Sept. 12
1:30-5pm July 15 #6 Internet Media Planning
& Buying 201 Atlanta Buckhead Hotel Atlanta (formerly
called Sheraton Buckhead) Oct. 15-16
9am-5pm Aug. 16 #1 - #4 Media Planning
& Buying Chicago Hotel Monaco Chicago Oct. 17
9am-12:30pm Aug. 16 #5 Internet Media Planning
& Buying 101 Chicago Hotel Monaco Chicago Oct. 17
1:30-5pm Aug. 16 #6 Internet Media Planning
& Buying 201 Chicago Hotel Monaco Chicago
2008
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar Nov. 12-13
9am-5pm Sept. 13 #1 - #4 Media Planning
& Buying Boston Radisson Hotel Boston Nov. 14
9am-12:30pm Sept. 13 #5 Internet Media Planning
& Buying 101 Boston Radisson Hotel Boston Nov. 14
1:30-5pm Sept. 13 #6 Internet Media Planning
& Buying 201 Boston Radisson Hotel Boston Nov. 19-20
9am-5pm Sept. 20 #1 - #4 Media Planning
& Buying Los Angeles Loews Santa Monica Beach Hotel Nov. 21
9am-12:30pm Sept. 20 #5 Internet Media Planning
& Buying 101 Los Angeles Loews Santa Monica Beach Hotel Nov. 21
1:30-5pm Sept. 20 #6 Internet Media Planning
& Buying 201 Los Angeles Loews Santa Monica Beach Hotel Note: Hotel locations subject to change.
2008 Rates
Six
ModulesFive
ModulesFour
ModulesThree
ModulesTwo
ModulesOne
Module
1st Attendee
$2,295
$1,995
$1,695
$1,370
$995
$570
2nd Attendee
$2,095
$1,795
$1,495
$1,270
$945
$545
3rd Attendee
$2,045
$1,745
$1,445
$1,220
$895
$520
4th Attendee
$1,995
$1,695
$1,395
$1,170
$845
$495
5th Attendee
$1,945
$1,645
$1,345
$1,120
$795
$470
6th Attendee
$1,895
$1,595
$1,295
$1,070
$745
$445
7th Attendee
$1,845
$1,545
$1,245
$1,020
$695
$420
8th Attendee
FREE
FREE
FREE
FREE
FREE
FREE
9th Attendee
$1,845
$1,545
$1,245
$1,020
$695
$420
10th Attendee
FREE
FREE
FREE
FREE
FREE
FREE
***10-Ticket Flexible Package
(includes early
registration discount)$14,760
$12,560
$10,360
$8,660
$6,210
$3,685
All of our Media Seminars can also be given onsite at your offices. You can even choose to have it fully customized to reflect your company. A 1-day version of the Media Planning & Buying Seminar is also available, the content of which would be tailored to suit your company's specific needs. This 1-day seminar serves as an excellent introduction to media or a review for those who have worked in the business for years. Call us at (212) 704-9965 or (973) 748-7070 for costs.
“Great seminar. This is a must-take class for anyone on the
client side.”
e*Trade Financial
“Excellent program to assist advertisers in developing salient
strategies to achieve goals. Will definitely improve agency/client
effectiveness in executing strategies that are targeted appropriately and
ultimately reduce budget waste.”
Subaru of America
“I feel I will do a much better job monitoring my agencies media buys and help my franchisees spend their money more effectively as well.”
Yum Brands (A&W & Long John Silver's Restaurants)
“Instructor was great! She communicates and answers questions with great clarity. Very resourceful. She was born to teach.”
Tribune Media Net
““This was an excellent class. I thought our presenter was very knowledgeable and I liked that we had case studies/exercises where we could apply what we learned to solidify our understanding of the training.”
MTV Networks/VH-1
"This was exactly what I was seeking to help educate myself in terms, buying logic, etc., being someone who oversees the agency and buyers."
Papa Gino's Inc.
“Super fantastic job - very fluid, dynamic program and presentation style."
Hilton Hotels
“Excellent content and well delivered by speaker. Would recommend to other peers in communications."
Kyocera
“This was incredibly helpful and relevant to my new role. The instructor really understands media (all forms)."
MTV Networks
"I came to this seminar with a very limited insight into the media business. I'm leaving feeling much more confident, knowledgeable and capable as an advertising sales rep."
GoCard Advertising
"This was a great seminar that provided enough information both at a base level of learning and for a higher level of education. I was very impressed with the amount of quality information and the process in which it was shared."
Sargento Foods, Inc.
"Great job. Time/money well spent."
Goodyear
"Instructor was very knowledgeable and had a great and simple way of communicating complex subjects. Real-life anecdotes were great."
California Pacific Medical Center
"Very thorough. Appreciate very much all the viewpoints offered; client-media planner-buyer."
Media Networks Inc.
"Instructor did a great job in presenting not only the terms but provided specific examples in media planning. The training was tremendously valuable to my national team."
Adelphia Media Services
"An 11 (out of 10) overall!"
Ignited Minds
"I thought the class was very educational and well worth my time and will benefit my understanding of the media world."
eBay, Inc.
"Great class! This information will be very useful to me in my current position."
Sprint PCS
"Great Seminar! Very valuable information for a variety of different people with different goals. Seems as though everyone will be able to take something valuable from this experience."
Spectrum Organic Products
"The instructor is an industry expert who shared a wealth of knowledge with the class. Thanks for opening my eyes!"
Nielsen Media Inc.
"Thank you for creating an environment where I felt comfortable to ask questions and participate."
Go Fish Media
"Very relevant for media sellers. Definitely will be able to make a difference in my day to day business."
The Outdoor Channel
"Very worthwhile for the client/advertiser to understand process - excellent class!"
Ace Hardware
"The course will now allow me to ask smart questions to my media agencies."
Reebok
"Very good initial introduction to the process with enough complexity for those who are already familiar with the topic. Instructor was extremely knowledgeable and dynamic."
Summa Health System
"This is one of the most relevant and informative seminars I've ever attended. The instructor was fair and representative in her statements on the industries."
Nielsen Media Research
"Very informative seminar for a salesperson like myself. I wanted to increase my knowledge of other media forms and I've accomplished this."
ESPN.com
"The instructor was great. She created an open and conversational atmosphere. We were able to learn a lot from each other as well as from the instructor."
KQED
