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The Courses
The Laredo Group offers the most effective and well-received training in the online media industry for media publishers and sales reps, media planners and buyers, agency account management and executives, marketing professionals, managers and executives. Over 25,000 professionals have taken Laredo Group courses, giving rave reviews and, more importantly, testament to the immediate increase in sales, revenues and/or productivity that they and their colleagues realized after participating in Laredo Group training.
Intelligent Selling of Interactive Advertising
Intelligent Selling of Interactive Advertising - Level I: Gain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. This course will cover ad delivery, measurement, pricing, research and creative; highlighting those components that impact advertising delivery, efficiency and performance. Whether youre new or just need to improve your knowledge & skills, this is an essential course.
This comprehensive course is constantly updated to give participants an in-depth review of ad types, trends, industry standards and best practices. It highlights how all of the digital media components work together. This course reviews the essential building blocks and ensures a complete perspective of digital media opportunities, and provides a "how to" approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients.
Note: The Level I Intelligent Selling and Planning & Buying courses cover the same topics...the material that everyone working in the interactive advertising industry needs to know. As a result, the courses are taught as one course, together in the same room, so youll be able to hear the perspectives of those youll be dealing with as well as those in similar positions from other companies.
Intelligent Selling of Interactive Advertising - Level II: Designed for sales reps, sales management, publishers; marketing, business development and editorial staff who sell or support the Internet ad sales efforts.
This course provides in-depth basic and intermediate "how to" knowledge and sales skills and techniques needed for selling online-only and integrated advertising programs. Learn both internet advertising fundamentals as well as sales skills specific to selling online-only or integrated advertising programs. By far, the course is the most comprehensive, effective and successful interactive and internet media sales training program available.
Intelligent Selling of Interactive Advertising - Level III: Designed for publishers, VP Sales, national account directors, senior sales reps, e-business managers and directors, marketing managers and directors, business development managers and directors, print and broadcast sellers who are transitioning to digital sales, those in digital media who want to accelerate their media revenues.
This course builds on the Level I and II courses, adding the next layer of insights and perspectives for working with different agency and client types. Advanced digital selling means learning how media decisions are made, how agencies value site capabilities and audience factors. We cover media dynamics which expands on the selling of site value propositions and opportunities for brands to connect with your audiences, Those selling integrated and sponsorship program will learn how highly developed and comprehensive concepts work for selling in and expanding sales opportunities.
Intelligent Planning & Buying of Interactive Media
Intelligent Planning & Buying of Interactive Media - Level I: Gain a thorough understanding of industry terminology, technologies and interactive advertising principles and concepts. This course will cover ad delivery, measurement, pricing, research and creative; highlighting those components that impact advertising delivery, efficiency and performance. Whether youre new or just need to improve your knowledge & skills, this is an essential course.
This comprehensive course is constantly updated to give participants an in-depth review of ad types, trends, industry standards and best practices. It highlights how all of the digital media components work together. This course reviews the essential building blocks and ensures a complete perspective of digital media opportunities, and provides a "how to" approach to getting started, following best-practices and ensuring that you have a thorough understanding that will enhance your career and benefit your clients.
Note: The Level I Intelligent Selling and Planning & Buying courses cover the same topics...the material that everyone working in the interactive advertising industry needs to know. As a result, the courses are taught as one course, together in the same room, so youll be able to hear the perspectives of those youll be dealing with as well as those in similar positions from other companies.
Intelligent Planning & Buying of Interactive Media - Level II: This uniquely in-depth course is designed to be a comprehensive "how to" for digital media planning, buying and management. Attendees will be guided through a step-by-step process for establishing media strategy and objectives, developing media plans, executing campaigns, and measuring, analyzing and optimizing performance.
The course explores the implications of working within different digital channels and where digital media fits into your overall media mix. Learn about the differences between direct response versus brand strategies, metrics and measurement approaches and how to optimize campaign performance. Understand when and how to utilize the different research resources and marketing technologies. This course will prepare and empower you with the knowledge required to successfully plan, buy and manage digital media campaigns.
Intelligent Social Media Marketing - Specialty Course: This course will provide attendees with the practical knowledge and insights needed to successfully plan, implement, manage and measure social media marketing efforts. Learn how to appropriately align your social media efforts with your business objectives. Understand how to navigate the tools and platforms, assign responsibilities within your organization and drive your companys presence and participation in the social media ecosystem.
Social media represents one of the most significant changes in consumer media behavior in history, resulting in fundamental shifts in the way marketers communicate and interact with consumers. This course provides the practical knowledge and insights required to establish objectives and strategies, properly select the social media platforms to engage consumers, and monitor and measure the results of these efforts.
Planning & Buying of Interactive Media - Level III: Measuring marketing and advertising success in the digital ecosystem has quickly evolved from simple click calculations and site rankings to the real time observation of every interrelated detail of the user experience including search, video, social media and mobile. Beyond top-level strategy and basic audience profiling, data plays a rapidly growing role in the digital marketing process including segmentation, site analytics, as well as campaign management, optimization, and performance evaluation. As a result, almost every informed decision in the digital marketplace requires a strong dedication to research, measurement and data analytics.
All Laredo Group Courses are designed to enable students to immediately understand and engage in interactive digital media and marketing in its many forms. They are for all who need an understanding of Internet advertising best practices, ad programs, vocabulary, how ads are delivered and measured, how to differentiate and use branding versus direct response ads, and to understand the opportunities and limitations of what can be accomplished with online advertising and how this benefits advertisers. A limited number of students is allowed in each Course, so each student can be assured of maximum interaction and learning and robust program presentation and curriculum, comprehensive manual and experienced instructors...in a setting that allows for greater interaction between instructors and students, providing more immediately relevant dialogue and information for each individual student. | 
