Media Basics – 101: Communications, Ethics, Professionalism, Creativity, Sales Trickery, Terminology, Presentation Skills, Media Research
Radio – 102: How To Buy It Effectively And Efficiently, By Hand -- Includes Crunching The Numbers, Dayparting, Flighting, Formats, Station Selection, Negotiations, Value-Added, “Posts”
Television And Cable TV – 103: How To Buy Each Effectively And Efficiently By Hand – Includes Adjusting The Numbers For Spot TV, Dayparting, Flighting, Program Or Network Selection, Negotiating, Post Analysis
Print/Outdoor/Theater – 104: Newspaper, Outdoor, Theater, Transit, Alternative Media, Magazines, Negotiations, Positioning, Circulation/Readership, Frequency, Cost-Efficiencies, Ad Sizes, Color, DEC Counts, Showings, Consumer Magazines, Trade Publications, Reading The Audits, Value-Added
Accountability, Stewardship Negotiating Skills – 105: Covers Purposes Of Each Medium, The Importance Of Media Strategy, Strengths And Weaknesses Of Each Medium, 3 Key Elements To A Successful Campaign, Understanding And Verifying The Target Demo, Thinking Outside The Box, Accountability, Stewardship, The Art Of Negotiating, Organizational Skills, What To Expect From Media Reps, Understanding Value-Added
Internet Advertising – 106: A Basic Introduction To Internet Advertising, Terminology, Resources, The Information Superhighway, Online Versus Offline, Setting Goals, Determining The Target Audience, Website Selection, Types Of Ads, Negotiating Rates, Response Rates, Content Flexibility, Tracking, Ad Management
Direct Mail Marketing – 107: Terminology, Strengths And Weaknesses, Creating A Plan, General Information, Ethics, Direct Mail Forms, Elements Of A Direct Mail Campaign, Answer These Questions, Direct Mail, Campaign Steps, Pricing, The Offer, The Layout, Seasonality, The List, Calculating The Needed Response Rate, Personalization, Inserts, Premiums, Sweepstakes Pitfalls, Co-op Mailings, The Envelope, The Headline And Body Copy, Order Forms, Catalogues, Self-Mailers, Printing, Newspaper Mail Order, 800 Numbers, It’s A Campaign – Frequency, Fulfilling Orders, Postage, Post Office Tips, Direct Mail Tips, Sources/Resources, Bibliography
Media Plans – 108: 9 Questions Media Buyers Need Answers To, The Thought Process Buyers Go Through, How Many Messages Per Day?, What Goes Into A Media Plan, Frequency Decision Variables, Flow Chart, Competitive Spending, Advertising To Sales Ratios, Principles Of Media Planning, Ethnic Groups, Baby Boomers, Purpose/Strengths & Weaknesses Of Each Medium, Media Planning Checklist, Negotiations/Ad Costs, Who Is Being Targeted?, Cutting Ad Budgets In A Recession, Mock Media Plan With Corrections |
