Media Neutral Planning

Overview

This course offers leading edge thinking on a vital topic for Marcomms professionals. Delegates gain a chance to think through media planning from a zero based start point, taking into account target market, competitors and innovation in media planning. The course also challenges current thinking on media planning and develops an ongoing process of reviewing new media opportunities.

Who should attend

Middle to senior managers who have responsibility for marketing communications. Communications agency account management, planners and media executives. Publishing and broadcasting managers involved in representing their medium to potential advertisers.

Course objectives

By the end of this programme, you will be able to:

> Get first hand update of the potential of MNP

> Brief more effectively the marketing communications agency

> Better plan from a media neutral basis

> Adopt an open mind to new media opportunities

Course content

Introduction and Course Objectives

What is Media Neutral Planning

> Definition

Key Issues Facing Clients

> Cost effectiveness

> Changing media mix opportunities

Key Issues Facing Agencies

> Media fragmentation

> Media neutrality

Changes in Media Consumption

> TV viewing trends

> Growth of electronic media

From Passive Consumption to Active Information Gathering

> The changing approach of consumers to media

The Changing Media Mix

> Direct vs indirect media

> Electronic vs paper based vs digital

Integrated Marketing Communications

> How to achieve an integrated campaign

Implementing and Co-ordinating the Integrated Communications Plan

Measuring the Communications Plan and Getting a Pay Back

> The measurement methods of the plan

> Relating the results to the bottom line