About Workshop
Why You Should Attend This Course
We live in a fragmenting, shifting media world. Media becomes front and center in the way we engage today's 'in control' consumer.
Not only has the media options increased tremendously; media is interactive, simultaneous and participatory. The role of media manager and brand/ marketing managers responsible for media has expanded and today's managers understand that they must not only know more about the changing media environment, but also strategic marketing, the digital world, research and every aspect of advertising.
The One day course on Fundamentals of Media Planning is a practical and intensive overview that will give a firm foundation for media/marketing managers to navigate their challenging responsibilities. It provides useful tips on how planners can embrace the changes and apply creativity, innovation and effectiveness in media planning. The workshop will also highlight new skill sets today's media planners must possess.
The workshop is designed for media professionals from agencies, business owners and marketers who want to build a strong foundation in media planning strategies and considerations.
Learning Outcome
• Master the media basics and leverage on media resources available
• Learn useful concepts of media planning and methodologies of practise
• Appreciate and find opportunities in the new media landscape
• Discover what it takes to be the NEW media manager for today
• Know how to craft a media plan strategy and plan its budget
• Apply media creativity and innovation into the campaign
Workshop topics to be covered:
The Essentials
1. Media terms and strategic function of media planning
2. Discover the overview trends and development in the media landscape
3. Appreciate the important role and relationship between agencies, media owners and marketers
Media Channel
1. Establishing the exact media vehicles to be used for advertising
2. Media management approach
3. A´ la carte or Media Bundling solution
4. Paid, Sponsorship, Barter, Collaboration and Partnership models
The New Era of Media Planning
1. Practical approach to the media planning process and tool anyone can use
2. Learn the dos and don'ts of media planning
3. Understand the value and dynamics of each medium
4. See how marketers successfully use media planning to achieve KPIs and business objectives
Creating Your Media Planning Strategy
1. Translating marketing needs into media solutions
2. Setting media objectives and strategies
3. Budgeting for Media Planning
4. Creating an integrated Media Planning strategy
5. How to choose vendors and evaluate media planning performance
6. How to evaluate your media plan
7. Key considerations to build an internal media team or to outsource to media specialists
The Contemporary Media Planner
1. Learn how to present a media plan effectively
2. What we can learn from some of the media & communication gurus
Case Studies Observations
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