Strategic Media Planning

Course Objectives
• Understand the role of media planning in the overall marketing and advertising strategy
• Develop skills in analyzing target audiences and media consumption habits
• Learn how to select appropriate media channels and tactics to reach target audiences effectively
• Gain knowledge in media buying and negotiation techniques
• Develop skills in measuring and evaluating media campaign performance
Course Content
Introduction to Media Planning
• Definition and importance of media planning
• Role of media planning in the marketing mix
• Relationship between media planning and other marketing disciplines
Target Audience Analysis
• Demographic, psychographic, and behavioral segmentation
• Media consumption habits and preferences
• Identifying target audience touchpoints
Media Channel Selection
• Traditional media channels (TV, radio, print, outdoor)
• Digital media channels (search, display, social, video)
• Emerging media channels (mobile, content marketing, influencer marketing)
• Factors influencing media channel selection
Media Mix Optimization
• Reach, frequency, and effective frequency
• Media scheduling and flighting
• Synergies between media channels
• Optimizing media mix for maximum impact
Media Buying and Negotiation
• Media buying process and terminology
• Negotiation techniques and tactics
• Evaluating media proposals and rates
• Leveraging media partnerships and sponsorships
Campaign Measurement and Evaluation
• Key performance indicators (KPIs) for media campaigns
• Measuring campaign effectiveness and return on investment (ROI)
• Optimizing campaigns based on performance data
• Reporting and presenting campaign results

FOR WHOM:
Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

Methodology
The training methodology integrates lectures, interactive discussions, collaborative group exercises, and illustrative examples. Participants will acquire a blend of theoretical insights and hands-on practical experience, emphasizing the application of learned techniques. This approach ensures that attendees return to their professional environments equipped with both the competence and self-assurance to effectively implement the acquired skills in their responsibilities.

DATE:
1ST BATCH: 18th – 21st Feb, 2025
2ND BATCH: 24th – 27th June, 2025
3RD BATCH: 4th – 7th Nov, 2025