The Media Mix
This intensive course provides an overview of today’s media landscape, including trends; audience profiling; and digital, print, and broadcast media. New York City has long been the media capital of the world, so there’s no better place to explore current trends in both new and traditional media. Examine which forms of media are up or down, and how they are interdependent within a media plan. This overview is amplified by daily site visits and guest speakers. Invitations have been extended to major companies, including NBC Universal, Hearst, United Stations, Al Jazeera, New York Media, Ketchum, Proof, and FCB. This intensive course includes a session on profiling consumers from geographic, demographic, and psychographic views, as well as on matching prospective audiences to media. Big media—like broadcast, Internet, newspapers, and direct marketing—are covered, as are mobile, radio, out-of-home, social media, SEO, public relations, and more. The course concludes with participants presenting a media plan that they develop throughout the week.
You'll Walk Away with
- An overview of today’s media landscape, including trends; audience profiling; direct marketing; and digital, print and broadcast media
- Mastery of media plan development
- Professionals seeking to gain a general understanding of major measured media and ways of matching the appropriate media to each specific audience
- Those interested in expanding upon foundational knowledge of media plan development