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Building a media strategy

From purchase to implementation and analysis

On-site/Remote
|
1-8
|
7
h
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Course description

cible

objective

Acquire the essential skills needed to build a media strategy; understand how to set up a campaign (purchasing, implementation, optimisation). Understand the fundamentals of multi-media (on and offline).
profile

Audience

Marketing and communications director/manager/Media planner/consultant/sales representative
sourire

Prerequisites

This course is designed for people with a basic understanding of offline and online multimedia advertising.
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Means of evaluation

Case studies and Google ads certification for search network advertising
Building a media strategy

From

950

€ excl. tax

/per trainee

Number of trainees

Between 1 and 8

Duration

7 hours

Equipment

To take part in this course, you will need a computer and an Internet connection (headphones are also recommended) for the distance learning sessions.

Location

Training can take place face-to-face at our/your premises or remotely (videoconferencing teams, zoom, Google meets, etc.).

Access deadline

1 month before the start of the course. Response within 48 hours.

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Training content

STEP 1: MASTERING THE MEDIA ENVIRONMENT

  • Understanding the advertising market
  • Key figures
  • Market players
  • Legal constraints.

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STEP 2: THE KEY STEPS OF MEDIA STRATEGY

  • The Brief stages
  • Understanding and defining the objectives and associated KPIs.‍

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STEP 3: PRACTICAL CASE BUILDING A MEDIA BRIEF.

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STEP 4: THE STEPS OF MEDIAPLANNING

  • The choice and role of media in the strategy
  • From buying to optimisation: What are the different buying methods?
  • The various measures of the media plan (tracking, post-testing, media performance monitoring indicators (GRP, Repeat etc))  

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STEP 5: CASE STUDY: READING A CAMPAIGN REVIEW.‍

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STEP 6: FOCUS ON PLURIMEDIA

  • Understanding the role of TV/RADIO/Billboard/Press and their digital extensions (VOL, Digital Audio, DOOH etc). ‍

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STEP 7: PRACTICAL CASE: QUIZ ON THE DIFFERENT MEDIA.‍

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STEP 8: FOCUS: DIGITAL

  • Understand the role of paid search/social networks/programmatic display‍

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STEP 9: PRACTICAL CASE: QUIZ ON THE DIFFERENT MEDIA.‍

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Training schedule

  • [.heading-style-h4][.text-color-blue]DAY 1[.text-color-blue][.heading-style-h4]
    [.text-style-allcaps][.text-weight-bold]9h30 to 9h45[.text-weight-bold][.text-style-allcaps] Introduction
    [.text-style-allcaps][.text-weight-bold]9h45 to 12h30[.text-weight-bold][.text-style-allcaps] Step 1 / Step 2 / Step 3
    [.text-style-allcaps][.text-weight-bold]14h to 17h30[.text-weight-bold][.text-style-allcaps] Step 4 / Step 5
  • [.heading-style-h4][.text-color-blue]DAY 2[.text-color-blue][.heading-style-h4]
    [.text-style-allcaps][.text-weight-bold]9h30 to 9h45[.text-weight-bold][.text-style-allcaps] Introduction
    [.text-style-allcaps][.text-weight-bold]9h45 to 12h30[.text-weight-bold][.text-style-allcaps] Step 6 / Step 7
    [.text-style-allcaps][.text-weight-bold]14h to 17h30[.text-weight-bold][.text-style-allcaps] Step 8 / Step 9

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Our trainers

Solano
Cécile
Solano
Directrice Trading Offline

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