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Dates & Times
Start Date/Time: Tuesday, September 16, 2008 at 8:00am
End Date/Time: Wednesday, September 17, 2008 at 5:00pm
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Venue/Location
Mission Bay Conference Center
1675 Owens Street
San Francisco, CA 94143
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
Length: Two-Days
In recognition of digital convergence in the media planning and buying processes, this course has been UPDATED to communicate the implications of new emerging media.
In addition to highlighting digital trends, this course focuses on the fundamentals of how to reach increasingly fragmented audiences within the 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, learn how to make cost-effective decisions and how to relate and navigate media planning with your agency.
At the end of this course, you will be able to:
- Describe the broad range of media strategies and their strengths and weaknesses, including emerging media
- Understand the new trends in the media business and the agency perspective
- Explain how to select the best media strategy for your brand, including media-mix evaluation techniques
- 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
This course is best suited for:
- Individuals who want to better understand traditional methods of buying and planning in relation to digital media options
- Individuals who want to improve their knowledge of multi-media planning and the buying process
- Individuals who are responsible for managing, directing or executing the agency buying and planning process
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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