KOG institute is back with its freshly renewed course – basics of media planning.
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.
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.
1.1. Terms of Media Planning
Key terms used in media planning (GRP, TRP, TGI, etc.); recognition of key and derivative terms; separation of quantitative and qualitative indicators.
1.2. Media Audience Data and Research
Which methods are used to study audiences; how are essential statistics obtained for media planning.
1.3. Planning of Mass Media Channels
Getting acquainted with the planning of various mass media that is able to reach a wide audience: TV, radio, press, outdoor advertising, other channels.
2.1. Planning of Digital Media Channels
Introduction to the selection of various digital channels: banners, social networks and videos; understanding how to select, optimize them and what the effective frequency should be.
3.1. Media planning strategy
Which planning strategy to choose based on media usage, advertising noise, media mix, and the architecture of the advertising campaign itself.
3.2. Practical approach: workshop
The objective of the workshop is to choose a brand and plan mass and digital media channels for the chosen brand, basing the choices on the accumulated knowledge of this course.
4. Content projects
During the course, you will learn why content projects appear in media strategies and what brand needs they can meet. How to choose content distribution channels and what KPIs to measure results? Foreign and Lithuanian examples will be reviewed.
WHO IS THE COURSE FOR?
Specialists with 2-3 years of experience in marketing / managing marketing projects / publishing advertising campaigns on either the client or agency side. Also for those who have so far mostly worked with launching digital campaigns but want to understand mass media channels and how they work.
INTENSITY OF THE COURSE
4 evenings (each consisting of 2-3 hours) 2 times a week.
WHEN AND WHERE?
The start of the new course is planned for spring of 2023 .