Prefer training online

Like the flexibility of training at their own pace…where and when it’s convenient for them

Don’t live near any of the cities where our public Media Seminars take place

See a Short Introduction
We invite you to view a short introduction that describes what we cover in our program. Just go to https://paragonmedia.webex.com and click "Recorded Sessions" in the left-hand legend under "Attend a Session" and then click "Introduction to Recorded Media Webinars."

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. Here is what each session covers:

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/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.