Masterclass Certificate in Advertising Media Planning Expertise
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⢠Media Planning Fundamentals: Understanding the basics of media planning, including the role of a media planner, the media planning process, and key concepts such as target audience, reach, frequency, and ratings.
⢠Market Research and Audience Segmentation: Learning how to conduct market research, analyze consumer data, and segment audiences to develop effective media plans.
⢠Media Channels and Platforms: Exploring various media channels and platforms, such as television, radio, print, outdoor, online, mobile, and social media, and their respective advantages, disadvantages, and best practices.
⢠Media Buying and Negotiation: Understanding how to buy media, negotiate rates, and manage media buys, including the use of insertion orders, contracts, and invoices.
⢠Media Strategy and Tactics: Developing media strategies and tactics that align with marketing objectives, target audiences, and budgets, and that optimize reach, frequency, and engagement.
⢠Measurement and Analytics: Learning how to measure and analyze media performance, including the use of metrics such as impressions, clicks, conversions, and return on investment (ROI), and how to optimize media plans based on data insights.
⢠Ethics and Compliance: Understanding the ethical considerations and legal requirements of media planning, such as privacy laws, advertising standards, and brand safety guidelines.
⢠Emerging Trends and Innovations: Exploring emerging trends and innovations in media, such as programmatic advertising, addressable TV, voice search, and artificial intelligence (AI), and how to leverage them for competitive advantage.
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