Why you should attend
Spending client’s advertising money is a responsibility. How you make it most effective? What means do you have to optimize the media choices and demonstrate your performance to your client.
The course program will cover the measure available to compare individual media (circulation, readership/reach, duplication, accumulation and cost efficiency/cpt. And then working with specific brand case histories develop targeting and timing strategies against to combine media into efficient and effective schedules. (Evaluated against Gross/net reach and contact distribution/effective reach).
Through this evaluation and planning process the SNA-Focus data will be used with the Sesame planning software – explaining the operation of the software at each step of the planning process – as well as the generation from Sesame of the presentation material demonstrating title and schedule performance.
For those attending the advanced course issues surrounding the readership measures will be discussed, including advertisement exposure and engagement factors. Targeting strategies will be discussed in more detail including the use of market segmentation tools (PCA and cluster analysis) plus more discussion of effective reach and the concept of recency planning and advertising response measures leading to the issues that surround the evaluation of cross media campaigns.
You will learn from the course how to develop and document efficient press schedules much more quickly.

Peter. J. Masson