This course allows the delegates to understand the relevancy of media in the GCC and MENA region. It will help them to realize the best media strategy, slogan impact, and creative efficiency for their business / product. At the end of the programme the delegates will be able to manage a media plan, evaluate a 'creative' and 'slogan relevancy', and structure a media campaign for maximum impact.
By the end of the program, participants will be able to:
- To understand the basics of media
- To identify your company's target audience(s)
- To determine the marketing strategy required
- To understand what to request from a media supplier
- To choose the correct medium for your target audience
- To understand a media plan
- To appreciate the importance of visuals in your message
- To understand the different perspectives of an advertisement when dealing with diverse cultures
- To determine creative relevancy in the GCC and MENA region
- To specify your target in a 'creative'
- To understand the importance of a relevant slogan
- How a good slogan and 'creative' can decide the advertising reach and contribute to its success
- What Is Media?
- Different Tools Of Media: Above The Line (ATL), Below The Line (BTL), Through The Line (TTL)
- What Is Media Management?
- What Is A Media Plan?
- How To Read A Media Plan
- The Media Planning Process
- Setting Your Media Objectives
- Inputs (Products / Services, Competitors, Environmental Factors, Organizational Marketing Assets, Lessons Learned)
- Outputs (Media Plan Draft, Target Audience)
- Your Media Plan Outline
- RFP (Request For Proposal)
- Inputs (Advertising Agencies' Media Proposals)
- Outputs (Diverse Media Proposals)
- RFQ (Request For Quotation)
- Inputs (Advertising Agencies' Media Quotations)
This course is for marketing and sales professionals, media departments, PR and communication professionals, business development departments, creative professionals, and client servicing personnel, etc.