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Advertising Media Planning Course Georges Najm USEK School of Business

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Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.

The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.

Objectives & Learning Outcomes. This course allows students to:
• Understand 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 and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• 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 planning.
• Be able to effectively buy media space.

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Advertising Media Planning Course Georges Najm USEK School of Business

  1. 1. Prepared and Delivered by Mr. Georges Najm - USEK School of Business MEDIA PLANNING COURSE
  2. 2. MEDIA PLANNING COURSE CHOOSE AND USE MEDIA IN ADVERTISING
  3. 3. Course Content & Chapters
  4. 4. First Section Media, Society, Advertising, and Business: Strong Links
  5. 5. I - Media Definitions & Realities
  6. 6. 1.What is Media? Media Definition(s) 2.What Media Choices are out there? 3.Media History a. Press b. Radio c. Television d. Cinema 4.Media Realities of Today a. Technological Realities b. Economic Realities c. Ideological Realities d. Temporal Realities e. Political Realities 5.Media Consumption 6.How Media Work with Advertising? 7.Tasks in Media
  7. 7. II - Media Functioning in CommunicationII - Media Functioning in Communication
  8. 8. II - Media Functioning in Communication1. The Laswell Paradigm 2. The Lazarsfeld Thesis 3. The Shannon and Weaver Scheme 4. Palo Alto and the Relation Force 5. McLuhan and the Predominance of Media 6. Petty, Cacioppo, & Schuman Model 6.The AIDA Model 7.Linear Communication VS Mass Communication ; Technology and Mass Communication 8. Mass, Segmented, and Individualized Communication 9.The Matrix of all Communications
  9. 9. III - Introduction to Advertising
  10. 10. III - Introduction to Advertising 1. Historical Overview a.Academic Dates b.The main phases in Advertising History c.Chronological “Rewind” d.The birth of brands e.The birth of the first advertising communications 2. What is Advertising? a. Marketing Mix Approach b. Advertising Approach c. Communication Approach 3. Advertising functioning “principles” 4. Advertising Illustrations / Cases (Global and Local)
  11. 11. IV - Media and Advertising
  12. 12. IV - Media and Advertising 1. What Are the Advertising Media? Listing, Weight, and Potential of Media Categories. 2. The ATL and BTL Media Investments 3. ATL and BTL Media Illustrations (International and Lebanese Cases)
  13. 13. V - The Business of Media V - The Business of Media
  14. 14. V - The Business of Media 3.Global illustrations for Agencies & Media transactions Scheme A. Global Advertisers Illustrations B. Global Advertising Agencies Illustrations C. Global Media Agencies Illustrations D. Global Media Illustrations E. Global Communications Groups 4. The Industry Profitability 1. The Industry Participants 2. Media Transactions Organization A.Advertising Agencies B.Media Buying Units C.The Media
  15. 15. Second Section The Foundations of Media Planning
  16. 16. VI - The Concepts and Criteria for Media Evaluation
  17. 17. 1. Evaluation, base of every thinking process a.The Multimedia Concepts i.Audience Definition ii.Audience and Contacts Counting / Gross Impressions iii.Audience Accumulation iv.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 Audience v. HUTs - PUTs - PURs vi.The 3-day Commercial Audience Rating (C3) d.The quantitative performances VI - The Concepts and Criteria for Media Evaluation
  18. 18. iii.Total Audience Rating (TA) iv.Share of Audience v. HUTs - PUTs - PURs vi.The 3-day Commercial Audience Rating (C3) d.The quantitative performances 2. Power, base for each comparison a. Reach b. Frequency c. Weight (GRP - TRP) 3. Illustrations 4. Economy, performance regulator a. Cost Per Thousand (CPM) b. Cost Per Target Point (CPP) VI - The Concepts and Criteria for Media Evaluation
  19. 19. VII - The Media Studies
  20. 20. VII - The Media Studies 1. Introduction to media measurements 2. How Media Vehicles Are Measured 3. The Nielsen TV Ratings a. The Nielsen People Meters (NPM) b. The Nielsen Set Meters c. The Nielsen Viewer Diaries 4. The Nielsen Reports: Ratings, Shares, Demographics a. Commercial Ratings b. Sweeps 5. The Arbitron Radio Ratings 6. Magazine and Newspapers Audience Research / Measurement 7. Out of Home Audience Measurement 8. Internet 9. Mobile Internet Measurement
  21. 21. Third Section Media Planning in Action
  22. 22. VIII - The Media Brief
  23. 23. 1. The Target Definition 2. The Campaign Objectives Definition 3. The Constraints Integration a.Budget Constraints b. Weather Constraints c. Timing Constraints d. Location, Geography, and Distribution Constraints 4. The Competition Watch 5. Media Brief Examples
  24. 24. IX - The Media Strategy
  25. 25. 1.Marketing Situation Analysis 2.The Media Target a. For a good identification of the targets to be hit b. Marketing / Communication / Media Target c. The criteria of Media Targeting 3. The Analysis of the Competition Media Marketing a. Investment Data b. Competition Media Strategy Analysis c. Competition Marketing Analysis 4. The Communication Objectives a. Content and Language Objectives b. Behavior Objectives c. Target Objectives d. Media Performances Objectives 5. The Budget a. The Media Budgeting Approaches b. The Media Expenses Rules c. Entrance Ticket 6. The Media Choice
  26. 26. X - The Media Plan
  27. 27. X - The Media Plan 1. Introduction 2. The Form of a Media Plan 3. The Selection of Media / Titles a. The Principle of Hierarchy or the Selection Scale b. Press Scale c. TV Offer d. Radio Offer e. Outdoor Scale f. The context, element of validation for all media 4. The Media Plan Building Process a.The 2 main possible scenarios in Media Plan Building b.Choice and Combination of Media Titles c. Number of Insertions and Campaign Power - Tempo / R 5. Media Strategy and Media Plan Illustrations
  28. 28. X - The Media Plan 3. The Selection of Media / Titles a. The Principle of Hierarchy or the Selection Scale b. Press Scale c. TV Offer d. Radio Offer e. Outdoor Scale f. The context, element of validation for all media 4. The Media Plan Building Process a.The 2 main scenarios in Media Plan Building b.Choice and Combination of Media Titles c. # of Insertions & Campaign Power - Tempo 5. Media Strategy and Media Plan Illustrations
  29. 29. Fourth Section Media Planning in Lebanon - Market Realities
  30. 30. XI - Media & Media Planning in Lebanon | Market Realities
  31. 31. XII - True Media Plan Building & Pitch
  32. 32. COURSE OBJECTIVES
  33. 33. 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?
  34. 34. 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
  35. 35. 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.

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