Basics of
media planning
About
WHAT WILL I LEARN?
The training focuses on the practical aspects of planning and implementing advertising campaigns in mass media (TV, radio, press and others) and digital media (banners, social networks and videos). Participants will gain basic knowledge and learn to choose the most suitable strategy and media mix depending on the goals of the brand and the advertising campaign.
RESOURCES DURING TRAINING
The training will be based on a wide range of data sources: global sources (WARC, IPA, CMI); data sources of The Baltic states (Kantar TNS, Gemius); KOG Institute data sources (media research, advertising effectiveness research database); Econometric modeling data of Inspired UM.
Programme of the workshop
1 Terms of Media Planning
• Recognition of key and derivative terms.
• Separation of quantitative and qualitative indicators.
2 Media Audience Data and Research
• How are essential statistics obtained for media planning.
3 Planning of Mass Media Channels
4 Planning of Digital Media Channels
• Understanding how to select, optimize them.
• What the effective frequency should be.
5 Content projects
• How to choose content distribution channels and what KPIs to measure results?
• Foreign and Lithuanian examples will be reviewed
6 Media planning strategy
7 Practical approach: workshop
Lecturers of the seminar
The lecturers of the seminar are professionals
in their field with academic and practical experience.
(The list of lecturers is constantly updated.)
Gailius
Rinkūnas
Šimelionis
Stonkutė
Information about upcoming courses
Course "Marketing Communication: Consumer's Perspective"
as many as seven are presented and analyzed in practice
Adaptive approaches to how marketing communications work.
Who is it for?
Speciālistiem, kam ir 2–3 gadu pieredze:
- mārketingā
- mārketingā, mārketinga projektu vadībā
- reklāmas kampaņu realizācijā klientu vai aģentūru pusē
Tāpat arī tiem speciālistiem, kas līdz šim lielākoties strādāja ar digitālo kampaņu palaišanu, taču vēlas izprast un pārvaldīt arī masu mediju kanālus.
Scope and cost
550 €+VAT
Next course
Classes from 4pm
KOG instituto biuras
Algirdo g. 38, Vilnius (Naujamiestis)