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Dates & Times
Start Date/Time: Tuesday, April 15, 2008 at 8:00am
End Date/Time: Wednesday, April 16, 2008 at 5:00pm
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Venue/Location
The Summit Executive Centre
205 North Michigan Avenue
Chicago, IL 60601
(312) 938-5053
FOR HOTEL INFORMATION VISIT:
http://www.summitchicago.com
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
Length: Two-Days
To reach increasingly fragmented audiences, you must understand today's changing media landscape. Through dynamic group interaction and case studies, this course will offer you vital insights into the current media planning and buying environment. You will explore the different media available and learn how to make cost-effective, high-impact decisions.
At the end of this course, you will be able to:
- Describe the broad range of media strategies and their strengths and weaknesses
- Understand how the media business and agencies work
- Explain how to select the best media strategy for your brand
- Explain how to work with an agency to develop a media plan
- Evaluate a media plan and communicate effectively with your agency
- Understand the buying process and how to evaluate the agency’s buys
Who Should Attend
- Product/brand managers
- Assistant product and brand managers
- Strategic planners
- Marketing/advertising communication managers
- Senior professionals wishing to refresh their skills
Key Topics
- Media Strategy Process
- Developing and Evaluating a Media Plan
- Selecting the Best Media Plan
- Media Buying Overview
- Buying Guidelines
- Media Post Buys and Exercise
Instructor
This course is taught by Allan Linderman
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
Day One (8:30 am - 5:00 pm)
Continental Breakfast
- Introduction
- Media Overview
- Media Strategy Process
- Developing a Media Plan
- Evaluating a Media Plan
- Case Study Exercise
Day Two (8:30 am - 5:00 pm)
Continental Breakfast
- Selecting the Best Media Plan
- Media Buying Overview
- Buying Guidelines
- Media Post Buys and Exercise
- Summary and Evaluation
Class Instructors
Allan Linderman
President
The Linderman Media Group
A 30-year advertising veteran, Allan is president of The Linderman Media Group, a media consulting and training company based in Chicago. LMG has helped advertisers such as Amoco, Allstate, Ameritech, and Samsonite in the strategic media management and/or training functions. In addition, LMG has worked with and trained key executives at Spacetime Media; Action Media; Fairman, Schmidt & Hurley and Brand Development, Inc.
Before starting The Linderman Media Group, Allan was vice president of advertising at Alberto Culver, where his responsibilities included management of the company's worldwide advertising and media expenditures. This followed his 16 years as a media executive at HBM/Creamer (now part of Messner, Vertere, Schmetterer, McNamee). By the time Allan left that agency as senior vice president, corporate media director, each of the respective media departments in the agency's five offices reported directly to him.
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