Intelligent Selling of Interactive Advertising — Level II
Intermediate Digital Sales Techniques

Laredo Group Course Completion Certificate Selling Level IIDesigned 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 course, providing more in-depth “how to” knowledge and sales skills needed for understanding all of the digital options. We cover what media types and platforms work best for different client objectives and how to respond to brand, direct response and brand-response campaign goals as well as their metrics and measurement criteria. Students will understand how digital currency and pricing relates to performance and how to use different research and data sources for better audience insights.

                                                   Click Here to Register

Interested in taking this course Right Now…On-Demand…Online…Worldwide?
Click Here for information on our Online Training Course: “Intermediate Digital Advertising Sales”.
   Who Should Attend, Agenda and Course Outline

Who Should Attend

In-House Sales Team
  • VP of Sales
  • Publishers
  • Managing Directors
  • Sales Directors and Managers
  • Sales Reps
  • National Account Directors and Managers
  • Account Directors and Managers
  • Account Executives
  • Account and Sales Planners
  • Ad and Revenue Operations
  • Sales Operations
  • Sales Assistants
  • Business Development
  • Marketing Directors and Managers
  • Interactive Marketing Directors and Managers
  • E-Marketing and E-Business Directors and Managers

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Agenda for All Courses (details subject to change)


8:30 - 9:00AM Sign-In/Continental Breakfast
9:00 - 9:15AM Welcome and Opening Remarks
9:15 - 10:15AM Morning Session
10:15 - 10:30AM Morning Break/Refreshments
10:30 - 12:00PM Morning Session Continued
12:00 - 12:45PM Luncheon Served
12:45 - 2:00PM Afternoon Session
2:00 - 2:15PM Early Afternoon Break/Refreshments
2:15 - 3:15PM Afternoon Session Continued
3:15 - 3:30PM Afternoon Break/Refreshments
3:30 - 4:20PM Afternoon Session Continued
4:20 - 4:30PM Wrap-Up/Q&A
   
Course Outline  
Introduction
  • From What…to How and Why
  • Perspectives: What Do All Advertisers Want to Know?
  • In Media Selling the Conversation Has to Include How to Improve Performance
  • Digital Media Imperatives

Review Level I Course
  • How Advertising Works
  • Ad Units and Measurement Definitions
  • Ad Delivery and Ad Tech Stack
  • Targeting and Campaign Performance

The Digital Ecosystem
  • Purchase Decision Funnel and Marketing Filter
  • Journey to Purchase
  • A “Day in the Life” of Customer
  • Simultaneous vs. Sequential Media Connections
    • Google’s Zero Moment of Truth
  • Mapping Consumer Journey to Purchase
  • Fit the Media Platform into the Purchase Funnel
  • Digital Ecosystem
    • Premium Content Providers
    • Ad Networks
      • Types of Ad Networks
      • Sites Versus Ad Networks
    • Ad Exchange, Private Exchange
    • Search
      • SEO (Search Engine Optimization or Natural Search)
      • SEM (Search Engine Marketing) - Pay Per Click (PPC) Search
      • What Media Sellers Should Discuss with Their Clients About SEM
    • Mobile
      • Mobile – A Channel, A Device, A Mode
      • Mobile Advertising
      • Mobile Definitions
      • Mobile Apps
      • Mobile Marketing Considerations
      • Applying Mobile Tactics to Advertising Goals
      • Mobile Ad Examples
      • QR Codes = “Quick Response”
    • Tablet Advertising
    • Social Media
    • The Social Era of Marketing
    • What the 5th P of Marketing Means
    • Social Media Campaign Considerations
  • Paid – Owned – Earned Media
    • Paid as Catalyst to Owned and Earned Media
  • Native Advertising

Programmatic Media
  • Programmatic Technology Landscape
  • Components and Definitions
    • Private Exchanges
    • Supply Side Platforms (SSP)
    • Demand Side Platforms (DSP)
    • Trading Desk
    • Data Management Platforms (DMP)
    • Ad Exchange Inventory
    • Real Time Bidding (RTB)
  • Programmatic Inventory
    • Inventory Types (Direct, Premium, Fixed, Auction)
    • Considerations for Inventory (Prioritization, Usage, Transparency)
  • Defining Data in the Advertising Ecosystem
    • 1st and 3rd Party Data
    • Cookies
    • Tracking Pixels and Beacons
    • Audience Targeting

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Campaign Objectives and Measurement
  • Performance Must Match Objective
  • Campaign Metrics by Platform
  • How Do Advertising Programs Accomplish Campaign Objectives
  • Branding Objective Requirements
    • Measuring Ad Effectiveness
    • Branding Campaign Expectations
  • Direct Response Campaigns
  • Primary vs. Secondary Objectives
  • Branding vs. Direct Response
  • The Realities of the Metrics
  • What Impacts Performance
  • Campaign Measurement
    • Post-Click and Post-Impression Performance
    • Post-Campaign Research Measurement
  • What Impacts Performance
  • Questions to Ask

Selling Digital Media
  • Understanding the Digital Media Imperatives
    • Complexity of Advertising and the Convergence of Touch-points
    • How Online Ad Revenue is Transacted
    • Media Dollar Allocation
    • Media Dollar Allocation “a la” Programmatic
    • Data in the Advertising Ecosystem
  • Digital Media Currency
  • Demonstrate How Online and Offline Media Work Together
  • Media Selling vs. Audience Selling
  • Pricing by Inventory Price
    • Sample Advertising Specs/Rates
    • Pricing Factors
    • Net Versus Gross Rates
  • Performance-Based Evaluation
  • CPMs and Efficiency vs. Effectiveness

Selling Integrated Media
  • Why We Need an Integrated Media Approach
    • Demographic Changes
    • Opportunity to Increase Effective Frequency
    • Ability to Leverage Media Assets
    • Synergy Matters
    • What Happens When Media Work Together?
  • Media Integration Goals

Review, Resources, Tools
  • Expanding Opportunities
  • Ad Sales Reality Check
    • “Learn to Fail Fast” mentality
    • Redefining Measurement
    • Standards and benchmarks are evolving
    • Real-Time Media and Optimization
    • Ad variables: Creative, ad size, CTRs, post-click activity, etc.
    • Media variables: Placement, targeting, frequency, geo, etc.
  • Sales Tools
  • Resources
  • Recommended Reading List
  • What to Do Next?
    • Staying Informed

Final Thoughts & Wrap-Up
  • Warp Speed Change in Every Aspect of Digital Media
  • New Businesses, Mergers, Acquisitions, Partnering
  • Critical to Stay Informed, Up-to-Date
  • Technology, Best Practices and Standards are Evolving
  • Follow Industry Standards and Guidelines
Register Now

Interested in taking this course Right Now…On-Demand…Online…Worldwide?
Click Here for information on our Online Training Course: “Intermediate Digital Advertising Sales”.


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.

Note: All Laredo Group courses are updated and modified frequently to reflect the rapidly evolving and changing online advertising and media industry. All course outlines are therefore subject to change without notice.

 
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