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Categories and Courses
Click on a Course below for descriptions, locations and dates…
 

Ad Club Live Seminars
Mastering Measurement: Understanding Metrics and Data in the Ad Ecosystem
October 23, 9:00 am - 12:00 noon at the Ad Club Offices
 
 

On-Demand Training Courses
Essential Media Terminology and Concepts
Fundamentals of Interactive Advertising and Digital Media  
Intermediate Interactive Media Planning & Buying  
The Ad Club Partners with Laredo Group for Training
  The ADVERTISING Club of New York and Laredo Group are partnering to offer AD Club members and non-members a series of exclusive training opportunities. Based in the media capital of the world, The ADVERTISING Club of New York represents the vision and mission of a vibrant global advertising community across crafts. For more than a century, we have united professionals around a shared experience and passion in the name of exchanging ideas and best practices for business, by providing Access to a network of thought leaders, fuel for Creativity, greater Diversity, and the best training for Professional Development.

Education is one of the core deliverables The AD Club offers at every stage of a professional career in the advertising, media and publishing industries.
The Courses Dates and Locations
Advertising Club of New York logoAd Club Live Seminars
 
 
Mastering Measurement
Understanding Metrics and Data in the Ad Ecosystem
 
 
    Understanding what metrics are used for display advertising and how they are evaluated is crucial to an effective discussion on measurement. As advertising and marketing opportunities expand, it is critical to understand which metrics are used for content and social marketing, as well as the new integrated “Native Ad” units. The first part of this program will define, review and discuss the use of different advertising and marketing measurement and concepts, such as interaction rates, view-throughs, last-click and multi-channel attribution, video TrueViews, activation, brand lift, and engagement. The second part of this program will provide an overview of the terminology and ad tech ecosystem for collecting, segmenting, buying and optimizing audience-based buys. We will wrap up with a framework for applying measurement to the purchase decision journey.

$295 Regular Tuition
AdClub Members get an additional $50 off
 
 
    Click Here for Full Course Description, Outline and Agenda  
       
   
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Laredo Group On-Demand Training Courses
 
 
Essential Media Terminology and Concepts  
 
    Our signature introductory class provides a critical entry point to the industry, taking a step back and arming students with detailed terminology and concepts crucial to today’s media professionalism. It is based on the most inclusive media industry vocabulary available, and covers the full range of foundational traditional advertising terms and concepts you need to know before you can begin to tackle digital with ease. You will find this narrated industry vocabulary course and your take-away volume of knowledge indispensable in your day-to-day business and as you begin to play a more active part in industry conversation.  
 
   
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Fundamentals of Interactive Advertising and Digital Media  
 
    A fundamental course that assures you achieve a comprehensive knowledge of all aspects of interactive media delivery, measurement and creative elements. If you are new to the industry, or need to improve your industry awareness, practical knowledge and skills, this is an essential course. Providing an in-depth, current industry review of ad types, trends, standards and best practices, this course features how all of the digital media components work together, reviews essential building blocks, and ensures a complete perspective of digital media opportunities. It provides a how-to approach to getting started, following best-practices so you gain a thorough understanding to enhance your career and benefit your clients.  
 
   
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Intermediate Interactive Media Planning & Buying
 
 
    This in-depth course is 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 - as well as assist you in tuning your overall client-focused approach, becoming more mindful of the relevance of consumer insights, marketing objectives and your clients’ competitive landscapes.
 
       
   
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Client Testimonial
More Client Testimonials - Click Here

"Variety wanted to make sure that our sales execs were maximizing the online revenue potential from every advertiser. We worked with The Laredo Group to develop a training curriculum that met the specific needs of our reps and our industry dynamics. After spending a training day with The Laredo Group our team was excited and motivated to go out and pitch online advertising and integrated deals. They emerged from the training not only more knowledgeable about the world of online, but had a clear understanding of the value proposition our site’s ad programs offer and how to discuss and engage our clients in the opportunities. Our team is now completely prepared to sell and to overcome objections.!"
Dea Lawrence, Director of Marketing, Variety.com

 
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