BASICS OF MEDIA PLANNING

About the workshop

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. Mass Media Planning

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. Digital Media Planning

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. Media planning strategy

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

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.

Lecturers

Domantas Gailius

Holds BA in Social Science (Sociology)

Founder of the "KOG Institute", partner at "Inspired UM". Marketing communication strategist and practitioner with 20 years of experience, lecturer, lecturer. His practice: regular lecturing at the "KOG Institute", "The Atomic Garden" school, guest lecturer at VU, KTU, as well as a speaker at marketing conferences. Domantas participates in the development of marketing communication strategies for the largest Lithuanian and foreign brands and the public sector. Areas of expertise - development and implementation of marketing communication strategies. Consultations, lectures, training on marketing topics.

Domantas Gailius

Darius Rinkūnas

Media project manager in the largest Lithuanian media agency Inspired UM. If a media bike existed, he could legally ride it through campaign routes, as he has been gaining professional experience for 14 years. Darius has accumulated knowledge while working in one of the largest Lithuanian research companies, specializing in consumer behavior as well as media audiences. He has been working for Inspired UM for the last six years with leading brands in retail, DIY and financial sectors. Darius has achieved more than 500 successful campaigns, which were extremely different and required flexibility as well as personalized insights.

Darius Rinkūnas

Jurgis Šimelionis

After graduating with a master's degree in marketing from the Rotterdam School of Management University in the Netherlands, Jurgis returned to Lithuania and has been working in digital advertising agencies for 6 years. For the last 4 years, Jurgis has been working for Reprise and is responsible for the digital advertising and strategy of the largest Lithuanian and foreign advertisers, such as IKI, Deeper, IKEA Lietuva, Pigu.lt and others.

Jurgis Šimelionis

Jurgita Videikaitė

Master’s degree of Humanitarian studies (Art history)

Head of Digital Advertising at "Inspired UM", with more than 10 years of experience in social media management, marketing and public relations. Works with both commercial and public sector brands and their social campaigns. Recently, special attention has been paid to the specifics and influence of influencers' communication. She has run virtual advertising campaigns for brands such as "Maxima", "Barbora", "Alma Littera" and many others. Reads presentations at Best Internet and other conferences.

Jurgita Videikaitė

Information about the workshop

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.

PRICE

550 €

WHEN AND WHERE?

The start of the new course is planned for spring of 2023 .

Noriu gauti informaciją apie organizuojamas konferencijas ir renginius.

Noriu gauti informaciją apie naujas KOG instituto paslaugas, mokymus, tyrimus.

Noriu tapti KOG Alumni draugijos nariu.

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