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Media Strategy

This event is over.

Course Description

Marketers are not expected to have the breadth and depth of media knowledge that subject matter experts possess, but they are expected to guide and ensure that all decisions made as it relates to media are optimal. How does a marketing executive, pulled in so many directions, focus his or her finite time on the most important tasks that drive the most meaningful value to a brand or service?

This course will show you how to connect all aspects of the media planning and media buying evaluation process to your marketing while improving your overall comprehension of media language and concepts. This course is also designed to elevate your comprehension and understanding of media and make it part of your marketing DNA, long after today’s hottest media headlines and trends have been replaced by others. 

Who Is this course for?

  • Junior- to mid-level marketers looking to solidify or create a foundation of media acumen
  • Mid- to senior-level marketers who might not have extensive experience dealing with consumer media decision-making
  • Marketing-related personnel who participate in the media decision making process and who have a desire or need to better understand the application of media to marketing

Course Benefits

  • Learn how to approach optimization of media as an extension of brand marketing strategy
  • Enhance your understanding of media and basic media concepts
  • Gain insight on how to increase your chances for meaningful in-market success, by altering the way you might approach a media issue, challenge, or question

Though marketers face a maze of complex media decisions and pathways, a strong media marketing strategy can increase the chances for finding meaningful in-market success. This course will enhance your understanding of media and basic media concepts while significantly altering the way you might approach solving media issues, challenges, and questions.  

Begins:Monday, October 6, 2014 at 8:30am
Ends:Monday, October 6, 2014 at 5:00pm

Reed Smith LLP
599 Lexington Avenue
22nd Floor
New York, NY 10022

Instructor: Steve Palmisano

Steve began his career in media planning at Y&R in 1981, moving to the client side in ’85 after launching Advil, then the largest Rx to OTC launch.  Promoted to Whitehall Laboratories Advertising Director in 1987, Steve’s role from then on has always included leading the OTC/Supplement division’s U.S. media teams.  In the mid 90’s, Steve took on reporting responsibilities for Digital Marketing and Media, continually re-shaping those teams to stay in front of ever changing digital marketplace.  He also from the mid-90’s on,  had many operational responsibilities within the companies in-house media buying agency.  In 2006, his role expanded to include International Media.  In late 2010, at what was now called Pfizer Consumer Healthcare, Steve reshaped the companies going forward Marketing Services vision which included reporting responsibilities for the Customer Contact Center, Medical Marketing and a Promotional Review team.  Steve also redesigned a Global Graphics/Package Design Dept. and helped determine a new Consumer Promotion reporting structure to optimize marketing synergies.  He has a long history of collaboratively driving strong dominate brands in both the general and multicultural markets. 

In 2012, Steve launched AdElevate, a media consulting company that leverages his wide array and deep experience for clients who do not possess in-house senior level media expertise but are committed to excelling in all forms of media.






Takeaway / Content Summary


Introduction to Session and Instructor


  • Session Objectives-Develop strategic framework to advance marketer’s managerial and decision making approach to media / Participant Goals
  • Exercise: Participants define what they believe media planning is.  No right wrong response, confidential input.  Brief discussion/natural segue to Modules 2-4


Media Planning


  • Its Role
  • Its Job
  • How to Think About it


The Marketer’s Responsibility



  • Elevating the Media Briefing Process
  • What good briefing looks and sounds like
  • How sharply defined strategy impacts what comes back from the agency


Media Language & Concepts


  • Common language and concepts presented in non-definitional manner
  • Exercise: Identify in small groups media concepts trickiest to master.  Pre-session input along with group input will feed instructor discussion. 


The Media Planning Process


  • Marketing centric prism will be used to demonstrate how to develop and employ inputs to best lock into brand marketing strategy
  • Competitive, robust Target Audience section illustrates how brand strategy shifts impact target development
  • Geography, Seasonality linked to marketing strategy
  • Communications Goals-deep dive illustrating media dynamics linked with understanding of in-market performance informs identification of communication goals
  • Creative considerations
  • Exercises: One at completion or one after target audience and one at completion of all planning inputs (time dependent).  Participants identify how shown approaches would change/impact next planning cycle for their brand.  Discussion.


Development and Evaluation of an Integrated Plan


  • Integrated online and offline
  • Defining roles for media types and online and offline media. Why it’s important.
  • Using your marketing strategy as a foundation to evaluate an integrated plan. 
  • Exercise: Small groups discuss successful and unsuccessful integrated planning processes.  Discussion on common positive and negative influences.


Development of a Measurement Plan


  • Data does not make a measurement plan.
  • Think “Knowledge Plan”
  • Identifying measurements required. Ways to identify what you don’t know but need to know
  • Putting a plan in place before the initiative starts


Understanding Your Internal and External Organization and how it Positively and Negatively Impacts Outcomes of Planning Process


  • Level setting where your organization is and understanding what dynamics aid or impede positive outcomes.
  • Developing a plan to mitigate harmful dynamics


Todays Media Environment and How to Determine What Should be Important to You


  • Staying current on media trends and developing a strategy on how to evolve media for your brand/service
  • Defining where your brand should be on the “Media Innovation Continuum”
  • Using the “Media Innovation Continuum” and your strategy as a litmus test for when jumping into the newest media makes sense for you


Digital Media Landscape


  • Understanding the landscape
  • Determining and prioritizing how paid, owned and earned matter to you.
  • Investing, measuring and evolving those elements that matter the most.
  • Exercise: Individuals identify what excites them the most regarding the untapped role digital could be performing for them.

What might they need to do to harness that untapped potential

Small Groups offer each other ways to improve how that untapped potential can be realized.

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