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Course summary
3 days
1,435 GBP excl. VAT
Corporate Training for Teams
Next available date: Enquire for more information - Worldwide
Course Dates
Worldwide
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1,435 GBP
Ghana
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1,435 GBP
Nigeria
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1,435 GBP

Course description

Upon completion of this course, you will be able to understand:

  • Three main ways in which media can be classified.
  • Differences between linear and interactive media.
  • Trends and primary characteristics of each type of linear media.
  • Different characteristics associated with interactive media, and what interactive media enable people to do.
  • Issues associated with multichannel campaigns and the role of media within a retailing context.
  • The dynamics associated with direct-response media.
  • How advertising can be used in an interactive context.
  • Search engine marketing and the main features of both pay-per-click and search engine optimisation.
  • Characteristics and value of marketing communications through social media.
  • Characteristics associated with viral marketing, web logs and microblogging, podcasting, and online communities.
  • Features of email marketing communications and how the use of SMS, apps, widgets, affiliate marketing and augmented reality can enhance marketing communications.
  • Principles associated with media planning and the impact of media and audience fragmentation.
  • Various theories concerning different media and related switching behaviours.
  • Key concepts used in linear media selection: reach and cover, frequency, duplication, rating points and CPT.
  • The concept of repetition and the debate concerning effective frequency and recency planning.
  • Planning issues related to interactive media and scheduling.
  • Media source effects as an importance factor in media selection, placement and timing.

Suitability - Who should attend?

  • Chief Communications Officers
  • Marketing and communications directors, managers, executives and staff.
  • Those who wish to understand how brands create communications and engage audiences in brand conversations.
  • Those employed by governmental, charitable, other not-for-profit and third-sector organisations who need to communicate with a range of stakeholders.
  • Those who wish to develop insights into the reasoning behind the marketing communications activities used by organisations.

Outcome / Qualification etc.

A Certificate of Attendance from London Business Training & Consulting is issued on course completion.

Training Course Content

Media – Principles and Practice

  • Media classification – by form
  • Media classification – by source
  • Media classification – by function
  • Linear media
  • Interactive media

Social, Search and Other Interactive Media

  • Interactive media advertising
  • Search engine marketing
  • Social media
  • Other forms of interactive media

Media Planning: Reaching Audiences

  • The media mix
  • Switching behaviour
  • Vehicle selection
  • Recency planning
  • Media buying: the block plan and automation
  • Media source effects

Why choose London Business Training & Consulting

Management consultation service 

Paperless service delivery model

Flexible open course schedule

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We offer face-to-face classroom sessions as well as online training sessions through Zoom. With a vast range of scheduled courses to choose from, LBTC aims to satisfy your niche needs for management courses and more. With options of customisability, your every training need is satisfied. LBTC offers everything that helps you push the scales of your career and gain a competitive edge.

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London Business Training & Consulting

London Business Training & Consulting (LBTC) is the UK’s premier business and management training and consultancy service provider. LBTC offers 600 management training courses in sixteen (16) subject categories of durations ranging from 1-day to 11-weeks. This includes 90-minute interactive live online training courses....


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London Business Training & Consulting

One Lyric Square
W6 0NB London

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www.lbtc.co.uk


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