The case for building your paid media knowledge

Despite the fact that over £22 billion (AA 2017) is spent in media in the UK every year, there are very few if any university courses covering the topic. If you are lucky media buying may be a part of a module in your undergraduate degree or MBA, but the coverage of the topic will be relatively light. Professional training tends to focus on digital implementation covering topics like setting up Digital Display, PPC, SEO or Social Media activity. There are very few courses  covering media and communications strategy, multi-channel media planning, budget allocation and optimisation and offline media planning & buying despite this activity representing at least 50% of the UK’s £22bn adspend.

The net result is that many mid- and senior level budget-owning marketers are often disempowered when dealing with higher level media issues, media owners or media agencies. Through no fault of their own, a marketer can easily reach a position where they are managing a £10m+ media budget and not be knowledgeable about how that budget is being deployed.

This issue was observed succinctly in Campaign Magazine in 2016, “While media is typically the single largest marketing expenditure, few marketers have a firm grasp on how their investments have performed. Marketers are also unsure whether the agency recommending and making the purchase has delivered real value.”   

My courses enable you and your marketing teams to understand:

  1. What media agencies do
  2. What media planning and buying language means
  3. The key principles of the media planning and buying process
  4. How audience and media insight is generated
  5. How to define target audiences and segments
  6. The strengths and capabilities of different media channels
  7. The detail of how each individual channel is planned and bought
  8. How media agencies make money from media trading
  9. How to calculate media ROI
  10. How to measure social media
  11. How to assess the quality of their work
  12. How to judge the ROI effectiveness of your media agency’s work
  13. How to give feed back in a way that gets the action you need
  14. How to remunerate your media agency
  15. How to get the best from them
  16. How to get along with your agency as well as possible
  17. How to monitor the quality of their work over time
  18. How to write a brief
  19. How to run a pitch
  20. How to avoid a pitch

And finally, a ‘horror story’. This is what can happen when you allow an agency to take advantage of your lack of knowledge