Erwin Ephron's
Master Class in Media Planning

An on-site practical three lecture series, which defines and attempts to resolve the major issues in media planning today.

The planner will leave with a clear sense of planning options: what best to do when, and how best to do it.

The program consists of three customized lectures, each three-hours with ample time for Q&A and discussion.

Click here to download the class outline as a PDF.

I. HOW TO TARGET BETTER

• Why demographic targeting doesn't work (in spite of Network CPM guarantees).

•Fragmentation's effect on targeting.

• How to use Geography, Propinquity and Receptivity targeting to increase campaign effectiveness.

• The contribution of database fusion to a universal targeting model.

• The targeting value of addressable media.

• The use of Environment and involvement measures in Print and TV.

• Summing up: A simple, rationale approach to multi-dimensional media targeting.

II. HOW TO SCHEDULE BETTER

•A new look at Recency planning.

•Planning for new product introductions.

•Media scheduling and carry-over effects (Adstocks).

•Using response function analysis in frequency planning.

•Countering fragmentation's effect on reach.

•The sum of weekly reaches as a primary measure of schedule value.

•Summing up: A simple, rationale approach to advertising scheduling.

III. THE WHY'S AND HOW'S OF MEDIA MIX

• The OTS problem: Developing comparable cross-media measures of ad exposure. The CPM target model. The value of APX in print planning.

• The media-weighting problem. Using attentiveness, involvement and message receptivity as media-specific values.

• Media-mix and campaign effectiveness: What ROI (return on investment) modeling tells us about mixing-media.

• Using modeling to find the price-elasticity crossover points of media effects.

• Cross-Platform and media synergies. Is the sum worth more than the parts?

• Summing up: A simple, rational approach to media-mix planning.