Using media research for effective planning

CPD Value: 20 Hours

Course content
Day 1 will focus on the media planning cycle: objectives, budgets, context, consumer, strategy, channel choice, integration, implementation and measurement. This will be followed by a breakdown on channel choices where industry speakers will brief delegates on market facts, provide a case study and introduce further tips for the effective use of media research. Social media will be covered briefly, but the emphasis of the course is on paid for media. At the end of the day delegates will be split into syndicate groups and issued with a live client brief. Solutions will be presented during the afternoon of the second day to a panel of industry experts.
Day two starts with an overview of why and how channels can work together, with theoretical evidence from IPA datamine, research insights from Thinkbox; and how it really works as evidenced through IPA Touchpoints. Delegates will have access to live data during the planning process. The course ends with the announcement of the winning syndicate and dinner and drinks at the IPA.

In advance of the course, delegates will be provided with some basic introductions to the media research tools currently available. This will allow the delegates to read in advance and prepare for the two day intensive session at the IPA.

When is it?

10th - 11th October 2013

Who is this course aimed at?

The course targets those with approximately 2 years experience. It will interest media owners, research companies, media planners and communications planners.

Key learning outtake
Delegates will leave the course with a deep understanding of the paid for media planning process and cycle, and how media research can inform and aid effective media planning. Delegates will be introduced to media research techniques and learn how to apply them to deliver effective campaigns.

Who runs it
The course is run as a collaboration between the Media Research Group and the IPA. The course will be chaired by Sarah Bussey with contributions from senior media agency speakers from IPA member agencies.

CPD Value        
20 hours   

Further information
For more information on this course, please call us on +44 (0) 207 2018 245 or email 

Price: IPA/MRG members £950+VAT per delegate
                   Non members £1,250 +VAT per delegate

This course is limited to 30 delegates
Early booking is essential

Bookings must be made on the MRG website. Please click on the link above to be redirected to the website.



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