Managing the Media Process

This two-day course will benefit all marketing professionals, and particularly those who have some marketing/media experience and have a basic understanding of media.

The workshop provides a clear demonstration of a ‘best practice” model of the media campaign process – from agency briefing to campaign evaluation.

We examine:

• The Communication Brief
  The principles and components of a good agency brief.
• Evaluating the Strategy
  How to ensure that all of the key strategic areas have been fully covered and prioritised. 
• The Media and Creative Relationship
  How does this work? What is a media neutral advertising proposition?
• Reviewing the Media Plan
  How do you read a media plan? What to look for. 
• Media Negotiation & Buying
  How does it happen? How to ensure you get the best possible buy.
• Campaign Evaluation
  Understanding post analysis reports.  Explaining the benefits of benchmarking.

If appropriate, the media process course may include a brief “mini” Media Essentials workshop.  This session is often useful as a refresher on basic media principles.