Provides in-depth basic and intermediate knowledge on “how to” develop and manage online and interactive advertising, marketing and emerging digital media campaigns. Attendees will be guided through a step-by-step process for establishing media objectives, planning and executing campaigns, and measuring and optimizing performance.

The course also explores advertising opportunities in video advertising, blogs, podcasting, advergaming, and mobile (SMS, MMS & WAP) as well as word-of-mouth and viral marketing programs and other emerging digital platforms.

Who Should Attend

• In-House Marketing Team
  • VP of Marketing
  • Marketing Directors
  • Marketing Managers
  • Business Development Staff
  • Editorial Staff
  • Media Buyers
  • E-media Directors
  • Online Marketing Directors

• Agency Team
  • Account Managers
  • Account Executives
  • Creative Services Team
  • E-media Directors
  • Media Planners
  • Media Buyers
  • Media Support Staff

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.

Course Outline

• Planning Process Overview
  • Phases of the media planning & buying process
  • Setting and measuring objectives
  • Developing the strategy
  • Finding and defining your audience
  • The RFP and pre-planning
  • Media planning considerations

• The Buying Process
  • Using research & measurement tools
  • Syndicated panels
  • How to use syndicated ratings data
  • Developing the marketing/media plan
  • Finding appropriate sites
  • Evaluating different ad models for branding and DR

• Tactical Planning
  • Branding versus direct response
  • Understanding audience dynamics
  • Light versus heavy Internet users
  • Best practices for impression delivery
  • Optimizing site combinations to expand reach
  • Internet as a reach medium
  • Calculating reach and frequency

• Site Evaluation and Negotiation
  • Finding sites
  • Buying large versus small sites
  • Portals and ad networks offerings
  • Working with media reps
  • Checklist for negotiations
  • Negotiation tactics
  • How to reduce CPMs

• Executing the Buy and Post Buy Evaluation
  • Managing the buy and implementation
  • Insertion orders
  • Agency versus publisher insertion orders, T&Cs
  • Monitoring clicks and post click tracking
  • GRP and reach forecasting
  • Optimal frequency
  • Post-buy evaluation
  • Evaluating success criteria

• Research and Measurement
  • Overview of research services and tools
  • Syndicated research
  • Ad effectiveness research

• Alternate Advertising and Emerging Digital Media Opportunities
  • Video advertising
  • Advergaming
  • Blogs & podcasting
  • RSS – Real Simple Syndication
  • Mobile and wireless marketing
  • Viral marketing and word of mouth marketing

• Wrap Up and Q&A