Game Changing Media Strategy | School of Marketing | ANA

Game Changing Media Strategy

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Module

L.E.A.D. Learning Approach

Time

Learning Experience Summary

 

Setting the Stage

Learn

 

:15M

 

  • Session Objectives
  • Group–Identify Media Pain Points – Catalog, Refer to throughout Day
  • Program Framework –Dizzying Array of Change, Still, Marketing Strategy Drives Everything in Media
    • Understanding Media Concepts
    • Planning Steps That Matter Most
    • Quantity v. Quality
    • Integrated Media, Digital Decisions & Marketing Strategy
    • Knowledge versus Measurement

2

Media Planning & The Marketer’s Responsibility

Learn

 

:35M

 

  • Media Planning-It’s Role, It’s Job, How to Think About it
  • Elevating Briefing
  • Sharp Brand Strategy – Why it Matters, How it is the Framework for All Media Decisions

Experience / Apply

:15M

  • Group Interaction to build Sharper Brand Strategy
  • Group exercise to build what belongs in the Media Briefing Process

3

Media Language & Concepts

Learn / Experience

:45M

  • Building block live examples of core media concepts.  How to understand, how to use

 

Break

 

:15M

 

4

Media Planning Foundations

Learn

:30M

 

Connecting Marketing Strategy to:

  • Competitive & Target
  • Geography & Seasonality
  • Creative Considerations

Experience

 

:10M

  • Live examples bringing concepts to life

Apply

:20M

  • Target Development exercise using fact based fictional brand

 

Lunch

 

:60M

 

5

Setting Media Communication Goals

Learn

:20M

 

Discover and connect the Key Ingredients that improve what is highly elusive – Quality Communication Goals

  • Building Proprietary Knowledge about what drives in market performance
  • Understanding how media works

Experience

:10M

  • Case studies, examples bringing communication goals to life & illustrate connection to Brand Strategy

Apply

:20M

 

  • Fictional Brand Comm. Goal Setting Exercise

6

Quantity vs. Quality

Learn

:15M

  • Understanding the Fundamentals of Quality vs. Quantity Trade-Offs

Experience

:20M

  • Dimensions of the many types of Media Quality
  • Marketing Strategy can help select the right Quality dimension for you

Apply

:15M

  • Exercise to determine how to prioritize Quality considerations

7

Development and Evaluation of an Integrated Plan

Learn

:30M

Integrating Online & Offline

  • Rapidly expanding digital choices makes this difficult
  • Understanding online choices and how their guided by your strategy
  • Strategically defining the roles for media – Why It Matters
  • Making Media Complement Each Other – Holistic vs. Siloed Decisions

Experience

:15M

  • Using your Marketing Strategy as a Guide to Evaluate an Integrated Plan

Apply

:20M

  • Integrating Online/Offline Exercise

 

Break

 

 

 

8

Developing A Measurement Plan

Learn

:20M

  • Data does not make a measurement plan
  • Think “Knowledge Plan”
  • Putting a plan in place before the Initiative begins

 

 

Experience

:15M

Using Your Marketing Strategy and Objectives to:

  • Identify the measurements required
  • Identify what you need to know

9

Learning Reflection and L.E.A.D. Action Plans

Recap

:20M

Applying Framework to Media -- Connecting Marketing Strategy, Sharp Briefing, Focused Integrated Planning & Knowledge Building for Better In Market Results– Q&A

 

 

Instructors

trainer

Steve Palmisano

Steve Palmisano is the founder of AdElevate, a media consulting company he launched in 2012 that leverages his deep experience for clients who do not possess in-house, senior-level media expertise. Steve began his career in media planning at Y&R in 1981, moving to the client side after launching Advil, then the largest Rx-to-OTC launch. Promoted to advertising director for Whitehall Laboratories in 1987, he went on to have many operational responsibilities within the company’s in-house media buying agency. In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the company’s marketing services vision, which included reporting responsibilities for the Customer Contact Center, Medical Marketing, and a Promotional Review team. Steve is a member of the ANA Faculty who brings with him a long history of collaboratively driving strong dominant brands in both general and multicultural markets.