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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
Public Seminars
If you register up to 60 days before any of our public 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 2012.
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.
Special 2-for-1 Offer
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 973-748-7070.
2012
Seminar Dates Sign Up
for 2-for-1 Offer By: Module # Seminar City Location of Seminar Feb. 22-23
9am-5pm Dec. 27
2-for-1
deadline #1 - #4 Media Planning
& Buying Miami Courtyard Miami Beach Oceanfront Feb. 24
9am-5pm Dec. 27
2-for-1
deadline #5 - #6 Internet Media Planning
& Buying 101 & 201 Miami Courtyard Miami Beach Oceanfront March 7-8
9am-5pm Jan. 10
2-for-1
deadline #1 - #4 Media Planning
& Buying Los Angeles Doubletree Suites Santa Monica March 9
9am-5pm Jan. 10
2-for-1
deadline #5 - #6 Internet Media Planning
& Buying 101 & 201 Los Angeles Doubletree Suites Santa Monica March 21-22
9am-5pm Jan. 24
2-for-1
deadline #1 - #4 Media Planning
& Buying New York PowerSPACE
One Penn Plaza - 36th fl. (33rd & 7th)
New York, NY 10119 March 23
9am-5pm Jan. 24
2-for-1
deadline #5 - #6 Internet Media Planning
& Buying 101 & 201 New York Resolute Digital
424 West 33rd St.
New York, NY 10001 Special Chicago 2-for-1 deadline May 2-3
9am-5pm May 1
2-for-1
deadline #1 - #4 Media Planning
& Buying Chicago Omni Chicago Hotel May 4
9am-5pm May 1
2-for-1
deadline #5 - #6 Internet Media Planning
& Buying 101 & 201 Chicago Omni Chicago Hotel Note: Hotel locations subject to change.
2012 Public Seminar Rates
(also see our low cost onsite training for small groups)
Six
ModulesFive
ModulesFour
ModulesThree
ModulesTwo
ModulesOne
Module
1st Attendee
$2,495
$2,145
$1,845
$1,470
$1,095
$620
2nd Attendee
$2,295
$1,945
$1,645
$1,370
$1,045
$595
3rd Attendee
$2,245
$1,895
$1,595
$1,320
$995
$570
4th Attendee
$2,195
$1,845
$1,545
$1,270
$945
$545
5th Attendee
$2,145
$1,795
$1,495
$1,220
$895
$520
6th Attendee
$2,095
$1,745
$1,445
$1,170
$845
$495
7th Attendee
$2,045
$1,695
$1,395
$1,120
$795
$470
8th Attendee
FREE
FREE
FREE
FREE
FREE
FREE
9th Attendee
$2,045
$1,695
$1,395
$1,120
$795
$470
10th Attendee
FREE
FREE
FREE
FREE
FREE
FREE
***10-Ticket Flexible Package
(includes early
registration discount)$16,360
$13,760
$11,560
$9,460
$7,010
$4,085
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 (973) 748-7070 for costs.
Here are our small group training packages.
Onsite training for groups of two or more will only be available for a limited
time so call us at (973) 748-7070 or email us at
info@paragonmedia.com
today
to schedule training for your staff. Please let us know the city where the
training would take place, the modules you are interested in and the number of participants.
“Great seminar. This is a must-take class for anyone on the
client side.” “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.”
Limited time offer
With so many companies interested in low cost training for just a few
staff members, for a limited time only, Paragon Media is offering onsite training
for groups of two or more. Our training program consists of the following modules,
each a half-day in length:
# of Participants - Total Cost
Location of your company:
Modules
# of days
6
5
4
3
2
w/n NY Metro
#1 - 4
2
$3,995
$3,495
$2,995
$2,695
$2,495
#1 - 6
3
$4,995
$4,495
$3,995
$3,695
$3,495
#5 & 6
1
$3,195
$2,795
$2,395
$2,195
$1,995
Rest of the U.S.
#1 - 4
2
$4,995
$4,495
$3,995
$3,695
$3,495
#1 - 6
3
$6,795
$6,295
$5,795
$5,495
$5,295
#5 & 6
1
$3,995
$3,595
$3,195
$2,995
$2,795
e*Trade
Financial
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
