Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic. The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning. Objectives & Learning Outcomes. This course allows students to: • Understand the media planning process: - How do ads and commercials go into the media? - What do they do there? - How do they get airtime on TV programs and Radio Stations - How do they get published in magazines and newspapers? - Why choosing “Medium A” rather than “Medium B”? - What are the financial and money considerations? - What are the Marketing stakes? • Define the key terms in the media environment • Outline the tools available to media plan with • Outline the basic media concepts used by planners and buyers • Explore the steps through which a media planner passes to: - Elaborate advertising media recommendations. - Book and buy media. • Tackle real business problematic / advertising / media problematic. This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to: • Understand how the media market / industry globally (and locally) functions. • Understand the terminology used in media planning. • Be able to conduct a proper media briefing. • Be able to lead a basic media strategy. • Be able to build and pitch a true media planning. • Be able to effectively buy media space.

1. Prepared and Delivered by Mr. Georges Najm - USEK School of Business
MEDIA PLANNING COURSE

2. MEDIA PLANNING COURSE
CHOOSE AND USE MEDIA IN ADVERTISING

3. Course Content & Chapters

4. First Section
Media, Society, Advertising,
and Business: Strong Links

5. I - Media Definitions & Realities

6. 1.What is Media? Media Definition(s)
2.What Media Choices are out there?
3.Media History
a. Press
b. Radio
c. Television
d. Cinema
4.Media Realities of Today
a. Technological Realities
b. Economic Realities
c. Ideological Realities
d. Temporal Realities
e. Political Realities
5.Media Consumption
6.How Media Work with Advertising?
7.Tasks in Media

7. II - Media Functioning in CommunicationII - Media Functioning in
Communication

8. II - Media Functioning in Communication1. The Laswell Paradigm
2. The Lazarsfeld Thesis
3. The Shannon and Weaver Scheme
4. Palo Alto and the Relation Force
5. McLuhan and the Predominance of Media
6. Petty, Cacioppo, & Schuman Model
6.The AIDA Model
7.Linear Communication VS Mass Communication ;
Technology and Mass Communication
8. Mass, Segmented, and Individualized
Communication
9.The Matrix of all Communications

9. III - Introduction to Advertising

10. III - Introduction to Advertising
1. Historical Overview
a.Academic Dates
b.The main phases in Advertising History
c.Chronological “Rewind”
d.The birth of brands
e.The birth of the first advertising
communications
2. What is Advertising?
a. Marketing Mix Approach
b. Advertising Approach
c. Communication Approach
3. Advertising functioning “principles”
4. Advertising Illustrations / Cases (Global and
Local)

11. IV - Media and Advertising

12. IV - Media and Advertising
1. What Are the Advertising Media?
Listing, Weight, and Potential of Media Categories.
2. The ATL and BTL Media Investments
3. ATL and BTL Media Illustrations (International and Lebanese Cases)

13. V - The Business of Media
V - The Business of Media

14. V - The Business of Media
3.Global illustrations for Agencies & Media transactions Scheme
A. Global Advertisers Illustrations
B. Global Advertising Agencies Illustrations
C. Global Media Agencies Illustrations
D. Global Media Illustrations
E. Global Communications Groups
4. The Industry Profitability
1. The Industry Participants
2. Media Transactions Organization
A.Advertising Agencies
B.Media Buying Units
C.The Media

15. Second Section
The Foundations of
Media Planning

16. VI - The Concepts and Criteria
for Media Evaluation

17. 1. Evaluation, base of every thinking process
a.The Multimedia Concepts
i.Audience Definition
ii.Audience and Contacts Counting / Gross Impressions
iii.Audience Accumulation
iv.Coverage |Circulation | Vehicle Audience | Advertising Audience
b.The Print Circulation Measurements
c.The Broadcast Media Audience Concepts
i.What is Broadcast Media?
ii.Average Audience Rating (AA)
iii.Total Audience Rating (TA)
iv.Share of Audience
v. HUTs - PUTs - PURs
vi.The 3-day Commercial Audience Rating (C3)
d.The quantitative performances
VI - The Concepts and Criteria for Media Evaluation

18. iii.Total Audience Rating (TA)
iv.Share of Audience
v. HUTs - PUTs - PURs
vi.The 3-day Commercial Audience Rating (C3)
d.The quantitative performances
2. Power, base for each comparison
a. Reach
b. Frequency
c. Weight (GRP - TRP)
3. Illustrations
4. Economy, performance regulator
a. Cost Per Thousand (CPM)
b. Cost Per Target Point (CPP)
VI - The Concepts and Criteria for Media Evaluation

19. VII - The Media Studies

20. VII - The Media Studies
1. Introduction to media measurements
2. How Media Vehicles Are Measured
3. The Nielsen TV Ratings
a. The Nielsen People Meters (NPM)
b. The Nielsen Set Meters
c. The Nielsen Viewer Diaries
4. The Nielsen Reports: Ratings, Shares, Demographics
a. Commercial Ratings
b. Sweeps
5. The Arbitron Radio Ratings
6. Magazine and Newspapers Audience Research / Measurement
7. Out of Home Audience Measurement
8. Internet
9. Mobile Internet Measurement

21. Third Section
Media Planning in Action

22. VIII - The
Media
Brief

23. 1. The Target Definition
2. The Campaign Objectives Definition
3. The Constraints Integration
a.Budget Constraints
b. Weather Constraints
c. Timing Constraints
d. Location, Geography, and Distribution
Constraints
4. The Competition Watch
5. Media Brief Examples

24. IX - The Media
Strategy

25. 1.Marketing Situation Analysis
2.The Media Target
a. For a good identification of the targets to be hit
b. Marketing / Communication / Media Target
c. The criteria of Media Targeting
3. The Analysis of the Competition Media Marketing
a. Investment Data
b. Competition Media Strategy Analysis
c. Competition Marketing Analysis
4. The Communication Objectives
a. Content and Language Objectives
b. Behavior Objectives
c. Target Objectives
d. Media Performances Objectives
5. The Budget
a. The Media Budgeting Approaches
b. The Media Expenses Rules
c. Entrance Ticket
6. The Media Choice

26. X - The Media Plan

27. X - The Media Plan
1. Introduction
2. The Form of a Media Plan
3. The Selection of Media / Titles
a. The Principle of Hierarchy or the Selection Scale
b. Press Scale
c. TV Offer
d. Radio Offer
e. Outdoor Scale
f. The context, element of validation for all media
4. The Media Plan Building Process
a.The 2 main possible scenarios in Media Plan Building
b.Choice and Combination of Media Titles
c. Number of Insertions and Campaign Power - Tempo / R
5. Media Strategy and Media Plan Illustrations

28. X - The Media Plan
3. The Selection of Media / Titles
a. The Principle of Hierarchy or the Selection Scale
b. Press Scale
c. TV Offer
d. Radio Offer
e. Outdoor Scale
f. The context, element of validation for all media
4. The Media Plan Building Process
a.The 2 main scenarios in Media Plan Building
b.Choice and Combination of Media Titles
c. # of Insertions & Campaign Power - Tempo
5. Media Strategy and Media Plan Illustrations

29. Fourth Section
Media Planning
in Lebanon - Market Realities

30. XI - Media & Media Planning in Lebanon | Market Realities

31. XII - True Media Plan Building & Pitch

32. COURSE OBJECTIVES

33. This course will:
➡Explain the media planning process
‣ How do ads and commercials go into the media?
‣ What do they do there?
‣ How do they get airtime on TV programs and Radio Stations ?
‣ How do they get published in magazines?
‣ Why choosing Medium A rather than Medium B?
‣ What are the financial and money considerations?

34. This course will also:
‣Define the key professional terms in the media environment
‣Outline the tools available to plan with
‣Outline the basic media concepts used by planners and buyers
‣Explore the steps through which a media planner passes to:
‣Elaborate a media recommendation
‣Book and buy media
‣Tackle real business / Advertising / Media problematic

35. This course will finally allow you, as future marketers who will be
ultimately called to manage and control companies’ - brands’ - clients’
budgets, to:
‣Understand how does the media market / industry globally (and
locally) function
‣Understand the terminology used in media planning
‣Be able to conduct a proper media briefing
‣Be able to lead a basic media strategy
‣Be able to build and pitch a true media plan
‣Be able to buy media space
‣And ultimately, be able to properly conduct media planning issues.