Advertising & Media Planning

Advertising & Media Planning

INTRODUCTION

The Advertising & Media course is designed for clients who want to improve their strategies, planning and creative. Participants will learn how to develop an effective advertising plan that will deliver results and align with the business and marketing objectives of your organization. The course also focuses on how to critically evaluate media options, develop break-through creative, measure results and gain senior management approval and buy-in. Our course format combines advertising best practices with current-day case studies and is designed for professionals with three or more years of industry experience.

WHO SHOULD ATTEND?

• Public & Media Relations Supervisors and Officers
• Other key personnel in the organization whose work involves contact and interaction with internal/external public
• Particularly managers and supervisors in the areas of personnel, marketing, sales, training and administration

COURSE OUTLINE 

The Strategic Planning Framework – Establishing a link between Business, Brand, Marketing and Advertising Strategies

• Course Overview
• The role and purpose of advertising
• Review of corporate strategic planning framework
• Linking business, brand, marketing and advertising strategies

Building Knowledge – discovering customer and market insights

• Using analysis and segmentation as a tool
• Using research as a tool
• Gathering and using competitive and marketing insights

Advertising Strategy – integrated branding, value proposition & targeting

• Advertising’s intersection with integrated branding
• Identifying, developing and using value propositions
• Targeting your advertising to the right audiences

Media – The Foundations

• Key media terminology
• Current market conditions
• Understanding target audience behaviour through research
• The planning process
• Understanding the pro’s and con’s of Major Media Forms

Developing the Media Plan

• Writing an effective media briefing
• Navigating the media planning process

Innovation in Media and Measuring Success

• Where and what to find in terms of competitive monitoring
• The value of media innovation and examples across all media
• The media buying process

Assessing Creative and Media

• Using research to evaluate creative
• Subjective and objective creative evaluation
• Assessing the media plan
• Setting up tests for media and creative
• Creative and media considerations for Quebec and cultural markets

Online Media and Promotional Options

• History & evolution of the Internet
• Canada & the Internet
• Online Marketing Defined
• Online Strategy
• The Tools

Partner Management & Review

• Agency/client annual reviews
• Agency compensation models