Media Strategy (2-Day)

Rapid changes in technology and consumer habits are creating new media distribution channels and eliminating entry barriers to content production. While they threaten existing media business models, these disruptive changes create exciting opportunities for today's media organizations. This training program will help marketers/media professionals craft effective strategies and take full advantage of emerging opportunities.

Increasing media fragmentation has put consumers in control of their media consumption. Add commercial clutter and it's easy to understand why advertisers are challenged to effectively connect with their best prospects. Given these dynamics, this course will focus on adopting a proven, media-neutral approach to media planning versus taking a conventional direction which simply doesn't apply any longer. We will review the fundamentals such as why including why understanding each target's media lifestyle is critical; how to reach increasingly fragmented audiences within the changing media landscape, and how to examine digital and social media trends in place today.

What Participants Can Expect
A the rapid shifts confronting media organizations of all types, this program uniquely balances market, technology, and organizational perspectives to help executives exploit new trends and develop the most effective media business models amid profound and continuous industry transformation.

Media planning is the science of using hard demographics, geographies, and media impressions data to build a calendar of advertising activity. To be successful your media plans must put your advertising messaging in front of the right audience when they are most likely to see it. Therefore this course will cover four basic areas:

•         Demographic targeting - how to determine your target and the media they use.

•         Geographic targeting - given that regional or local media campaigns falls outside a target geography, how do you optimize the overall media plan to remove waste and free up funding.

•         Media forecasts - how to express the impression counts you will achieve, and compare the cost options of different media formats.

•         Advertising measurement - what measurement options are available and how can you build a result oriented component into your campaign.

Key Takeaways:

•        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 is This Course For?
Mid-level media managers who wish to elevate their understanding of media planning and those who are now responsible for overseeing the development and approving of strategic media plans; also for senior media executives at the business-unit or corporate level with functional responsibilities in business development or strategic planning.

Upcoming Class Schedule