Advertising Media Planning Course Georges Najm USEK School of Business

Prepared and Delivered by Mr. Georges Najm - USEK School of Business

MEDIA PLANNING COURSE

MEDIA PLANNING COURSECHOOSE AND USE MEDIA IN ADVERTISING

Course Content & Chapters

First Section

Media, Society, Advertising, and Business: Strong Links

I - Media Definitions & Realities

1.What is Media? Media Definition(s)2.What Media Choices are out there? 3.Media History

a. Pressb. Radioc. Televisiond. Cinema

4.Media Realities of Todaya. Technological Realitiesb. Economic Realitiesc. Ideological Realitiesd. Temporal Realitiese. Political Realities

5.Media Consumption6.How Media Work with Advertising? 7.Tasks in Media

II - Media Functioning in CommunicationII - Media Functioning in Communication

II - Media Functioning in Communication1. The Laswell Paradigm2. The Lazarsfeld Thesis3. The Shannon and Weaver Scheme4. Palo Alto and the Relation Force5. McLuhan and the Predominance of Media6. Petty, Cacioppo, & Schuman Model

6.The AIDA Model7.Linear Communication VS Mass Communication ; Technology and Mass Communication8. Mass, Segmented, and Individualized Communication9.The Matrix of all Communications

III - Introduction to Advertising

III - Introduction to Advertising

1. Historical Overviewa.Academic Datesb.The main phases in Advertising History c.Chronological “Rewind”d.The birth of brandse.The birth of the first advertising communications

2. What is Advertising?a. Marketing Mix Approachb. Advertising Approachc. Communication Approach

3. Advertising functioning “principles”4. Advertising Illustrations / Cases (Global and Local)

IV - Media and Advertising

IV - Media and Advertising1. What Are the Advertising Media?

Listing, Weight, and Potential of Media Categories.2. The ATL and BTL Media Investments3. ATL and BTL Media Illustrations (International and Lebanese Cases)

V - The Business of Media

V - The Business of Media

V - The Business of Media

3.Global illustrations for Agencies & Media transactions SchemeA. Global Advertisers IllustrationsB. Global Advertising Agencies IllustrationsC. Global Media Agencies IllustrationsD. Global Media IllustrationsE. Global Communications Groups

4. The Industry Profitability

1. The Industry Participants2. Media Transactions Organization

A.Advertising AgenciesB.Media Buying UnitsC.The Media

Second Section

The Foundations of Media Planning

VI - The Concepts and Criteria for Media Evaluation

1. Evaluation, base of every thinking processa.The Multimedia Concepts

i.Audience Definitionii.Audience and Contacts Counting / Gross Impressionsiii.Audience Accumulationiv.Coverage |Circulation | Vehicle Audience | Advertising Audience

b.The Print Circulation Measurements c.The Broadcast Media Audience Concepts

i.What is Broadcast Media?ii.Average Audience Rating (AA)iii.Total Audience Rating (TA)iv.Share of Audiencev. HUTs - PUTs - PURsvi.The 3-day Commercial Audience Rating (C3)

d.The quantitative performances

VI - The Concepts and Criteria for Media Evaluation

1. Evaluation, base of every thinking processa.The Multimedia Concepts

i.Audience Definitionii.Audience and Contacts Counting / Gross Impressionsiii.Audience Accumulationiv.Coverage |Circulation | Vehicle Audience | Advertising Audience |

b.The Print Circulation Measurements c.The Broadcast Media Audience Concepts

i.What is Broadcast Media?ii.Average Audience Rating (AA)iii.Total Audience Rating (TA)iv.Share of Audiencev. HUTs - PUTs - PURsvi.The 3-day Commercial Audience Rating (C3)

d.The quantitative performances2. Power, base for each comparison

a. Reachb. Frequencyc. Weight (GRP - TRP)

3. Illustrations4. Economy, performance regulator

a. Cost Per Thousand (CPM)b. Cost Per Target Point (CPP)

VI - The Concepts and Criteria for Media Evaluation

VII - The Media Studies

VII - The Media Studies

1. Introduction to media measurements2. How Media Vehicles Are Measured3. The Nielsen TV Ratings

a. The Nielsen People Meters (NPM)b. The Nielsen Set Metersc. The Nielsen Viewer Diaries

4. The Nielsen Reports: Ratings, Shares, Demographicsa. Commercial Ratingsb. Sweeps

5. The Arbitron Radio Ratings6. Magazine and Newspapers Audience Research / Measurement7. Out of Home Audience Measurement8. Internet9. Mobile Internet Measurement

Third Section

Media Planning in Action

VIII - The Media Brief

1. The Target Definition2. The Campaign Objectives Definition3. The Constraints Integration

a.Budget Constraintsb. Weather Constraintsc. Timing Constraintsd. Location, Geography, and Distribution Constraints

4. The Competition Watch5. Media Brief Examples

IX - The Media Strategy

1.Marketing Situation Analysis 2.The Media Target

a. For a good identification of the targets to be hitb. Marketing / Communication / Media Targetc. The criteria of Media Targeting

3. The Analysis of the Competition Media Marketinga. Investment Data b. Competition Media Strategy Analysisc. Competition Marketing Analysis

4. The Communication Objectivesa. Content and Language Objectivesb. Behavior Objectivesc. Target Objectivesd. Media Performances Objectives

5. The Budgeta. The Media Budgeting Approachesb. The Media Expenses Rulesc. Entrance Ticket

6. The Media Choice

X - The Media Plan

X - The Media Plan1. Introduction2. The Form of a Media Plan3. The Selection of Media / Titles

a. The Principle of Hierarchy or the Selection Scaleb. Press Scalec. TV Offerd. Radio Offere. Outdoor Scalef. The context, element of validation for all media

4. The Media Plan Building Processa.The 2 main possible scenarios in Media Plan Buildingb.Choice and Combination of Media Titlesc. Number of Insertions and Campaign Power - Tempo / Rhythm

5. Media Strategy and Media Plan Illustrations

X - The Media Plan

1. Introduction2. The Form of a Media Plan3. The Selection of Media / Titles

a. The Principle of Hierarchy or the Selection Scaleb. Press Scalec. TV Offerd. Radio Offere. Outdoor Scalef. The context, element of validation for all media

4. The Media Plan Building Processa.The 2 main scenarios in Media Plan Buildingb.Choice and Combination of Media Titlesc. # of Insertions & Campaign Power - Tempo

5. Media Strategy and Media Plan Illustrations

Fourth Section

Media Planningin Lebanon - Market Realities

XI - Media & Media Planning in Lebanon | Market Realities

XII - True Media Plan Building & Pitch

COURSE OBJECTIVES

This course will:➡Explain the media planning process

‣ How do ads and commercials go into the media?‣ What do they do there?‣ How do they get airtime on TV programs and Radio Stations ?‣ How do they get published in magazines?‣ Why choosing Medium A rather than Medium B?‣ What are the financial and money considerations?

This course will also:‣Define the key professional terms in the media environment‣Outline the tools available to plan with‣Outline the basic media concepts used by planners and buyers‣Explore the steps through which a media planner passes to:‣Elaborate a media recommendation‣Book and buy media

‣Tackle real business / Advertising / Media problematic

This course will finally allow you, as future marketers who will be ultimately called to manage and control companies’ - brands’ - clients’ budgets, to:‣Understand how does the media market / industry globally (and locally) function‣Understand the terminology used in media planning‣Be able to conduct a proper media briefing‣Be able to lead a basic media strategy‣Be able to build and pitch a true media plan‣Be able to buy media space‣And ultimately, be able to properly conduct media planning issues.