Curriculum

What You Need To Know, We Cover In Depth.

Take the full 4 1/2-Day media buying program for optimum media buying training and knowledge ….or customize your own class schedule, selecting only the days you feel you need, detailed below. Students who enroll in the full 4 1/2-Day Media Buying Program will “graduate” with total confidence in their ability to analyze, plan and negotiate the best value for their clients or company in any mix of media.

DAY ONE – BASICS – MONDAY

Table Of Contents Day One

Opening Remarks

• The Purpose of Media Buying Academy’s “BootCamp”
• The Empowerment
• Media Buying Personality Style
• Mistakes
• “BootCamp”
• Exercises
• Duplication
• Your Course Evaluation
• Your Questions

Questions of the Day
Changing Role of Media Buyers and Planners

• Evolving Role of the Media Planner
• The Sky is Falling

Advertising Agency Organizational Chart

• Job Descriptions

Media Overview

• Media Elements of a Marketing Plan – POEM

Agency and Client Relationship

• Client Contract
• 6 Reasons Agencies Get Canned
• 6 Reasons Agencies Want to Strangle Clients
• When Change is Needed
• Agency of Record Letter
• Rethinking the AOR Model
• Agency Commission/Compensation

Media Usage

Communication

• When To Hold ‘Em, When to Fold ‘Em
• Verify The Negotiated Rate
• Never Give Out The Budget
• Communicate The Way Business Will Be Done
• Timeline for Quarterly Negotiations
• National Rep Firms vs. Local Direct
• Supply and Demand
• Put Everything in Writing
• Everything Has A Rate
• Qualify Those Rates
• Demand Back Up Research
• Proof of Performance
• City/State Advertising Taxes
• “Service Fees?”
• Do Not Accept Station Confirmations
• Attitude in Communicating
• Don’t Take The Word, “No,” For An Answer
• Gaining Leverage – “No” Doesn’t Always Mean “No”
• Great Negotiations are Win! Win! Win!
• Comparing Apples to Apples

Ethics
Stamp Code of Ethics
“Backdooring An Agency”
When Sales Reps Go Direct to Client
Examples of Unethical Practices

• Over-billing By The Agency
• The News Media – Reporting Without Investigating
• Major Daily Newspapers Lying About Their Circulations
• Consumer Magazine Misrepresented Their Circulation
• Federal Obstruction of Justice Charges
• Nielsen Ratings Subject of Congressional Hearings
• “News-Style Programs” And Are Being Presented As Real
• Advertorials Looking More Like Editorials Without Disclaimer
• Magazines Fusing Editorial/Advertising
• The medial Posing as an Agency
• Owning Up to One’s Mistakes
• Buyers who Inherit Problems
• Stations Who Raise Rates Every Quarter
• Agencies Who Pay After 90 Days

Professionalism

• The Golden Rule
• Pull Research And Use It
• When Changes Are Necessary
• Reps Who Change Terms
• Customer Service
• Ask for Value-Added

Sales Trickery

• One Sheets
• Horizontal and Vertical Rotation
• ROS in Radio and Television
• Radio Rotation Exercises
• Reps Withholding Information
• Learn How To Speak Mediaese
• The 12 Grid System
• Stations Who Only Hold Avail Rates and/or Negotiated Rates For 3-5 Days
• Log Times
• Sales Reps who Don’t Do Their Jobs
• Trade/Barter

Co-op

• Media Types Eligible for Co-op
• Benefits of Co-op Advertising
• Each Manufacturer Goes By Their Own Rules
• Advantages and Disadvantages
• Tips For Efficient Co-op Advertising

Presentation Skills

• Building Your Own Self-Confidence
• Be Prepared To Answer Questions
• Presentation Tips
  • Punctuality and Setup
  • Dress the Part
  • Educate Your Client Regularly
  • Speak Clearly and Concisely
  • All Media Plans Should Be In Booklet Form
  • Present Media Before Creative
  • Stand By Your Plan

Glossary (Over 525 terms)
Resources

• Media Industry News Websites
• Ad Agency Management Website
• Textbooks

Media Research

• Information on Radio Stations
• Total Audience Ranker for Any Radio Market
• Information on Television Stations and Cable TV
• Information on Newspapers
• Information on Consumer and Business to Business Magazines
• Information on Outdoor and Out-of-Home
• Information on On-Line Advertising
• Media Market Guide
• SQAD

Media Software

• The Media Director Series
• Strata
• SmartPlus

National Research

• Defining Quality in Research
• GFK MRI
• Experian SMRB
  • Comp Coverage Index Report
• Comscore Media Metric
  • Comscore Rank Report

Market-by-Market Research

• Scarborough – Nielsen Local
• The Media Audit
• Snapshots – Media Framework

Media Associations
Business Journals
Bibliography

DAY TWO – RADIO – TUESDAY

Radio’s Purpose

• Who Radio is Designed To Reach
• Advantages/Benefits of Radio
• Each Station’s Best Demo
• Digital Audio

Radio Terminology/Glossaries

• Extensive Glossary of Media Terms
• Glossary of Radio Terms
• PPM Terminology
• Audience Estimate Formulas

Information Gathering/Markets

• Media Geography
• Geographies Chart
• How Neilson Audio Gets Their Numbers
• Radio Market List
• PPM Hardware
• Radio Diary
• How PPM Differs From Diary
• Dairy vs. PPM Listening Reporting
• Market Listening in PPM Markets
• Eastlan Radio Methodology
• Eastlan Market List

Information Gathering/Stations

• Where to Find Station Information
• Radiostationworld.com Sample Report
• Radio-Locator.com Sample Report
• Krgspec.com Sample Report
• Kantar SRDS Radio Report
• Radio Formats
• Media Kits vs. Overviews
• Organizing the Market

Radio Costs

• Where to Find Radio CPPs
• Media Market Guide Samples Report
• SQAD Sample Reports

Radio Station Audiences

• Examples of Radio Ranker
• Multi-Station Composition Report
• Multi-Ranker Example
• Hour-by-Hour Report
• Coverage Map

EBooks

• Philadelphia PPM Survey

Avail Request/RFP

• How Many Spots Per Week Are Enough
• Avail Request Forms

Crunching the Numbers and When to Negotiate/When to Place

• Crunching the Numbers
• When to Negotiate/When to Place CPP Worksheet
• Radio CPP Analysis
• Radio CPM Analysis
• Quarterly Fluctuations

Negotiating Radio

• Six Radio Negotiation Steps
• No Doesn’t Always Mean No
• Great Negotiations are Win, Win, Win
• Quarterly Rate Negotiations Worksheet

Putting The Buy Together

• Station Selection

Logistics

• Scheduling
• Steps In Making Radio Buy
• Radio Buying Guidelines

OES Scheduling/Schedule Compression

• OES
• Ebbinghaus Curve of Forgetfulness
• Rule of Three
• Tap Plans/ROS
• Importance of More Than One Demo
• Schedule Compression

Perception/Reality/Recommendations

• Radio Buying Perceptions and Realities

Proposals From Radio Stations

• What a Media Buyer Looks for
• Rates
• Ratings
• Gross Impressions/Exclusive Cume
• Signal Coverage
• Co-operation From Rep
• Location On The Dial
• Station Promotions/Value Added

Reach and Frequency

• How To Calculate Reach and Frequency

Value-Added

• Value-Added Examples

Post-Analysis/Reconciliation

• Radio Post-Analysis
• Post-Analysis Exercise
• Radio Invoice Posting
• Posting Exercise

Forms

• Radio Buying Worksheet
• Radio Insertion Order
• Broadcast Calendar
• Radio Makegood Sheet
• Radio Traffic Instructions
• Weekly Summary Sheet
• Market Summary Sheet

Alternative Radio Buys

• TTWN
• Pandora
• PI Radio Advertising
• Direct Response Radio

Relevant Radio Articles

• Clear Channel and Mobile Programming
• Podcasts Luring Big Advertisers
• DisneyXD.com
• Google and the selling of Radio Air Time

Posting

• What Is a “Post?”
• Why Is a “Post” Necessary?
• Posting Methodology #1 – Hour-by-hour Arbitron
• Posting Methodology #2 – Careful Scrutinization
• Time Order/Invoice Affidavit Faux Example
• Real Time Order/Corresponding Invoice/Affidavit Horror Story
• Tracking Report
• Blank Perfect Radio Invoice/Affidavit
• Hour-by-Hour Posting Form

Radio Satellite Services

• Satellite Radio Growth & Merger
• High Definition Radio Growth
• VMS and Media Monitors Join Forces
• AOL and Universal and Warner
• Satellite Radio Demand
• HD Radio

Recommended Study Course
Test
Podcasting/History

• Streaming Media
• Webcasting
• The Infinite Dial: Radio’s Digital Platforms – Arbitron

Online Radio Proposal
Arbitron Explanations/Formulas/Definitions
Media Buying Academy One-Sheets

DAY TWO EVENING – INTERNET TUESDAY EVENING 6 – 9 PM

Please note, this course requires a separate registration.

Internet Basics

• Trends in Usage
• Time Spent by Device
• POEM (Paid, Owned & Earned Media)
• Real Time Advertising
• Digital Ecosystem
• Discussion Topic #1
• What Makes a Good Buyer
• Summary
• Setting Goals

Terminology
Search

• Search Engine Optimization
• Keyword Sponsorships
• 7 Tips for Buying Google AdWords
• Contextual Ad Placement
• Consolidators & Review Sites

Social Media

• Why Before How
• What’s Your Current Social Footprint
• Set Goals & Objectives
• Create Plans for Content & Engagement
• Develop a Cohesive and Specific Channel Plan

Owned Media

• Email
• How to Detect Spammers
• Email Marketing Tips
• Email “Don’ts”
• Opt-in Email Lists
• SMS Texting
• Podcasts/Webisodes

Putting the Plan Together

• Targeting the Right Success Metrics
• What to Expect From Response Rates
• Determining the Target Audience
• Looking at Reach & Frequency
• Strategies For B2B
• Dayparts & Flighting
• Ad Formats
• Website Selection
• Behavioral Targeting
• Ad Auctions & Exchanges
• Website Checklist
• Discussions Topic #2

Sources for Paid Media

• Display Ad Inventory Vendors
• Audience Estimates
• Cost Guide

IFRP (Request for Proposal)

• Questions to Ask Internet Vendors
• Sample RFP

How to Buy Internet Advertising

• Determining the Rate/Negotiating
• Exercise: Crunching the Numbers
• Putting the Buy Together: Channel Allocation
• Sample Insertion Order

Tracking & Optimizing

• Invalid Impressions
• Verification & Audits
• ROI
• Comparing Apples and Oranges
• Methods for Tracking web Activity
• Web Analytics

Internet Summary
Bibliography

DAY THREE TV/CABLE TV WEDNESDAY

The Purpose of Spot Television

Television in a New Frame: Digital Video

• Audience Composition
• Some Concerns of Spot Television
• Broadcast’s Share of Total TV
• Zipping & Zapping
• Uneven Audience Composition
• Attention
• Clutter
• Rating Guarantees
• Reliability of Nielsen’s Numbers
• Ratings Not Going Up
• Commercial Overload
• Faux Newscasts
• Local Station Policies Make Buyer’s Job Difficult
• Stations Refusing to Notarize Affidavits
• Out-of-State Agencies Referred to National Sales
• Station Confirmations
• Beware Station Credit App
• Abuses

TV Markets

• Media Geography
  • Local Media Survey Areas
  • U.S. Local TV Markets
  • Sample Cable System Map
• Household Universe Estimates

Glossary of TV Terms

Information Gathering

• Listings of TV Stations
  • SRDS
  • TVB
  • CAB

Costs

• CPP Sources
• MMG/SQUD
• Methodology

Audience Info

• About Nielsen
• The Changing Media Landscape
  • How Data are Collected
  • Local Measurement
  • How Data are Processed
  • Sampling
  • Methodology
  • Report Delivery
  • Ethnic Measurement
  • Changing Landscape. Changing Methodology
  • Measurement Schedule
• Rentrak
• Reading the Nielsen
• Sample eVIP
• County Coverage Study
• Hispanic VIP
• Claritas

Logistics

• Steps in Local TV Buying
• The Best Way to Organize a TV Buy
• Quarterly Fluctuations
• Dayparts
• Spot Lengths
• Ethnic Focus

Television Philosophies

• Television vs Cable
• GRPs/TRPs
• Cost Efficiencies
• Frequency
• CPP Planning
• Station Packages
• Nielsen Books
• Viewer Loyalty By Program not Station
• Sample Letter revising Agency Guidelines
• Frequency: Rule of 3
• Recency Theory
• Collecting Competitive Information

Crunching The Numbers

• Avail request
• Sample Avail
• Buyer Beware:**
• Adjusting Ratings
• Recommended study
• Test

Exercise: A Mock Television Buy

• Step #1 – Ratings
• Step #2 – Need Rates & History
• Step #3 – Negotiations
• Preemptions
• Pod Positions
• Sample Script
• Step #4 – Spot Choices
• Qualitative Audiences
• Forms for Buying by Hand
• Step #5 – Beat this Buy

Forms

• TV Availabilities
• Time Order
• Weekly Summary Sheet
• Market Summary
• Makegood Form
• Broadcast Calendar

Audience Distribution
Reach & Frequency by Hand
Value Added
Post Analysis
Recommended Study / Test
CABLE TELEVISION

Cable Basics

• Smilarities to Radio
• Cable Share of Viewing
• Wired Share of Cable HH
• Interconnect & Interconnect+
• When Cable is Effective
• Target Demo
• Specific Geography
• For Frequency
• Buying in Tonnage
• Using an Emotional Sales Pitch
• Value Added

How to Buy Cable Television

• Two Approaches
• Determining the Geography
• Step #1 – Hour-by-Hour Report
• Step #2 – Rank by Highest Viewed
• Step #3 – Set Minimum
• Step #4 – Resort by Network
• Step #5 – Select Spots/Negotiate

Time Order
NCC Recap PSA’s
Spot TV Alternatives: Long Form & PSA’s

DAY FOUR – PRINT/PLANS THURSDAY

Newspapers

• Glossary of Media Terms
• General
• Newspaper History
• Newspaper Websites
• Who Reads Newspapers?
• Attracting Bargain Hunters
• Getting Teens to Read Newspapers
• More on Who Reads Newspapers
• Who Reads Alternative Newspapers?
• Illiteracy
• How Long is Spent on an Ad/Page?
• Newspaper’s Purpose?
• No Shelf Life
• Tangible
• Flexible Ad Sizes
• Bigger Isn’t Always Better
• Targetability
• Media Kits
• Incomplete Newspaper Online Media Kits
• Newspaper Bundling Web Fees with Inch Rates
• Newspaper Coupons

Reading a Newspaper Rate Card

• Rate Cards
• Repeat Ad Discount
• Full Page Discount
• Milti-page Discount
• Shortrates and Rebates
• Pay-for-Performance
• Publisher’s Rights
• Returning Illustrations
• Premium Positions
• Advertorials
• Publisher Not Responsible for Errors
• Credit
• Rate Protection
• Advertiser/Agency Sigh Contract
• Contract Years
• Non-publisher Rates
• Multi-Discounts
• Rates on Rate Card
• Local/National/Retail
• Classified/Classified Display
• Newspaper Logistics
• Positioning
• Ad Sizes
• Color or Not?
• Making Sure the Insertion Order is Right
• Clutter
• Powerful Words for Newspaper Ads
• Newspapers – Do They Deal?
• Never Let Them Know You Need Them
• Value+Added
• Frequency/Reach
• Circulation/Readership
• Local Newspapers Build Ad Exchange with Google
• Newspaper Web Audience
• Readers by Gender
• Readers by education
• Newspaper Daily Section Readership
• Scarborough & NNN readership/Circulation
• Alliance for Audited Media (formerly ABC)
• Top 25 Newspapers
• Newspapers Must Reinvent Themselves
• Hispanic Newspapers
• CPMs
  • Daily section Readership Study
  • Sunday Section Readership Study
  • Readership – by Section Monday-Saturday
  • Reader profile
• Paid Advertising vs. Editorial Support
• Morning/Evening Combos
• Differences Between Dailies and Weeklies
• Paid vs. Non-Paid
• Newspaper Reach & Frequency Formula
• Reach
• Frequency
• Effective Reach/Effective Frequency
• Gross Rating Points
• Electronic Tearsheets
• Proof of Performance
• Auctions
• Directory of State, Regional, National Press Associations

Alternative Weekly Newspapers

• The CVC – Circulation Verification Council
• Sample Audit
• CVC Sample Supplemental Readership Study

Miscellaneous Newspaper

• City Business Journals
• “Parade” – type Sunday Supplements
• Helpful Newspaper Companies

Recommended Study Course
Newspaper Test
Newspaper Logistics

Outdoor

• Glossary of Terms
• Outdoor Advertising Resources
• Purpose Benefits
• Length of Contract
• Poster Panels/Junior Panels/Wild Postings/the Cube
• Typical showing maps
• Wild Postings
• The Cube
• Bulletins
• Location Lists
• Tri-waves
• Digital-full motion Video
• Talking Billboards
• Wall Murals
• Illuminated vs Non-illuminated Boards/Media Kit
• Billboards the Look Back
• Outdoor Heavy Users
• Riding the Boards/Board Selection
• DEC Counts Now Eyes on Impressions
• Negotiating Outdoor
• Outdoor Rate Quotes – Gross or Net?
• Effective Colors – No-No Colors
• Typeface
• Number of Words of Acceptable Copy
• Value+Added
• Snipes
• Extensions
• Use of Mannequins
• Flagging
• Teasers
• Buying Less Than Monthly Showing
• Flash Showings
• Outdoor Growth, Globally
• A Little Outdoor History
• Proof of Performance
• Commuters
• outdoor Contracts/Insertion Order Samples
• New TAB Ratings
• Outdoor Features/Benefits

Transit

• General/Buses
• Where to Advertise on/with Buses, Subways, Airports and Train Stations
• Inside Buses
• Exterior Buses
• Grills
• Bus Tops
• Wrapping the bus
• Digital Revolving Ads
• Street Furniture/Shelters
• Kiosks, Airport/Subway/Train Station Posters
• Airports
• Wrap the Train Car or Skin the Plane
• Mobile 18-Wheeler Boards
• Taxicab Advertising
• Transit RB Inside Buses
• School Buses
• Skinning the Plane
• Blimp Advertising
• Street Banners/Mall Banners/Aerial Banners
• Negotiation Transit
  • Bonus Busses or Bonus Boards
  • Rate Card Examples

Theatre/Cinema Advertising

• Purpose Benefits
• General Logistics
• Theatre Resentment
• Movie Theatre Research
• Cinema Ratings
• Rates
• Production
• Helpful Hints
• Helpful Companies
• Hottest Categories using Cinema
• A Brief Cinema Advertising History
• Proof of performance
• Growth
• SRDS

Alternative Media

• General
• Nielsen Measuring In-Stadium Ads
• Exercise
• Fairgrounds
• recommended Study Course
• Test
• Miscellaneous Alternative Media Articles

Consumer Magazines

• Purpose
• Benefits
• What to Ask for in Media Kit
• Audit Bureau of Circulation/Alliance for Audited Media
• SRDS
• Narrowly Defining the Target Demo
• Competitive Analysis
• Sample Media Kit
• Cost-Efficiencies
• Changes in the Magazines World
• Regional Magazines
• Advertiser Perceptions, Inc.
• Circulations
• Top 25 US Consumer Magazines
• Paid vs. Non-paid
• Negotiating From the Rate Card
• Wireless Magazine Sites
• MRI-Media mark Research, Inc.
• Reader Profiles
• Value+Added
• Media Networks, Inc
• Ad Ink
• Mediamax
• Supplemental Data Reports
• Insertion Order

Trade Publications

• Purpose
• General
• NAICS Update
• SRDS
• Paid Subscribers vs. Qualified Subscribers
• Audits (Alliance for Audited Media/BPA)
• Negotiating Business-to-Business
• Research
• Positioning
• Proof of Performance
• Frequency
• Digital Circulation
• Third Part Subscriptions
• Value+Added
• Related Articles
• Recommended Study Course
• Test

Media Planning and Buying Software

Media Planning Tips

• 9 Questions Media Buyers Need Answers To
• How to Create a Media Plan
• What Does a Median Plan Include
• The Thought Process Buyers Go Through
• How Many Messages Per Day
• What Goes into a Media Plan
• Flowcharts
• Competitive Spending
• Advertising-to-Sales Ratio
• Scientific Principles of Media Planning
• Media Planning Checklist
• Ethnic Groups
• Baby Boomers
• Purpose, Strengths & Weaknesses of Each Medium
• Cutting Ad Budgets in a Recession
• Recommended Study Course

Dummy Media Plan- Put it Together – Final Exam