2. Get Best Value from TV Media
Length: ½ day
Max attendance: 20 people
Lift your media return on investment!
The money spent on media is typically ten times more than on the creative. And most of this money goes into TV. But is enough known about how TV campaigns work? Can the assumptions and the facts about media performance be separated? Where are there opportunities to save money? Can media planning be more collaborative or is it just too complicated?
This training is slightly technical and is designed for advertisers and users of media. Media planning agency staff will also find it useful. It makes use of data examples as well as real (disguised) case material. The objective of the training is to help client-side media users and marketers better understand how TV media works, develop realistic expectations, participate more in the planning decisions which they are funding and ultimately through better collaboration to improve the return on their media investment.
Media planners may find some content familiar, but if attending in partnership with their clients, it offers great opportunity for discussion, especially if the client teams can provide case material about their own campaign(s).
Content Overview *
o Business objectives - being clear about what we want the ad to do
o Review of terminology
o What can be expected from the media
o How much should we spend?
o Challenge the assumptions
o Spending patterns & flighting
o Non-TV media
o Ad quality & media value
* Selected topics, not a full list. Our content evolves as our market and clients do.
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