Introduction to Media

Duration: 9 evenings

(9 sessions cost £725*)

What will it do?

Gives delegates who have recently joined the industry a broad understanding of how advertising media works within the marketing context and how each of the major channels are used to best effect. So they will be:

·  More knowledgable and effective in their role-able to put what you do into context within communications

·  More motivated and engaged - enthused about the industry and the company they have joined

·  More connected, they’ll get to know around 80 of their peers across the industry, forming relationships which will hold them in good stead throughout their media career.

Who is it for?

It’s aimed at new starters to the media advertising industry, including graduate recruits and apprentices. We recommend that delegates should have no more than a year’s experience in media or advertising. Typically we will have around 80 delegates participating from a mix of communications agencies,media owners and industry bodies.

What does it cover?

 Across 9 consecutive Wednesday evenings and through a combination of inspiring presentations and interactive team challenges from leading media practitioners delegates learn the following:

·   Week 1: Communications Planning

Find out what goes into great communications planning and get a better understanding of the decision making process and how and when you can influence it.  

 ·   Week 2 – 8: Understanding the channel opportunities

Gain a fundamental understanding of how advertising works within each of the major media channels (Television, Digital, Newspapers, Out of Home, Radio, Cinema, Magazines).Each session is run by a senior media owner and agency specialist in that media channel. These highly experienced practitioners give insights into their area of expertise, importantly covering the medium from both agency and media owner perspective.

Delegates come away with a top line understanding of:

-  the media channel marketplace (key facts on audience,advertising revenue,media sales companies, top advertiser categories and brands etc).

-  how you go about planning/buying/selling the medium?

-  how you get the most from it and maximise your communication effectiveness?

 ·   Week 9: Fantastic Client Relationships

Richard Longworth, one time Client Services Director of Lowe and now a communications consultant, gives invaluable insights into the golden rules of great client relationship management, built on on trust and respect.

 Whether you have agency clients or advertiser clients, understanding their needs and finding the best solutions whilst managing expectations are essential skills to learn as early as possible in our industry.

Interactivity and Networking

In an informal relaxed atmosphere, delegates are encouraged to ask questions throughout the presentations and many questions are asked of them. Following the presentation, they are split into different groups each week and set a related team challenge. This helps embed newly acquired knowledge through interactive application and also ensures the delegates get to know one another - a great networking opportunity early in their career. It's also a lot of fun!

 Who runs it?

Each week the course has different speakers, senior figures from media and advertising who are well known within their field and can give real insights into their area of expertise.

 What do past delegates say?

“I have found this course fantastic. I have looked forward to coming each Wednesday to meet new people and learn loads about this industry” 

“The course covered a great range of topics - a really great introduction to the industry to complement all that I am learning in my new job” 

“Very useful – will be helpful in the workplace and with clients”

“Good insight into how different media channels can both compliment each other and compete”

“Learnt that consumer insight and understanding of strategy is key to deciding which media to choose”

“A great range of presenters and tasks, a really good way to meet peers in the industry and learn about other areas outside my speciality”

“The course has been very useful. I would strongly recommend it to future generations”

“Fun, insightful and engaging course. Well worth the time and effort. Learnt a lot and feel enlightened!”

CPD Value 

14 hours

*price quoted excludes vat and is for Media Circle members. Non member price is £900+ vat.