101: Understanding media weighting and phasing and evaluating your media plans

The media landscape is shifting faster than ever!  In the past it would be that technology and audience engagement were the key drivers for media change, but as we tackle economic uncertainty and media inflation our budgets are having to work harder than ever. That’s why it is important to understand the fundamentals of media and how the different media can work for your brand in these challenging times. 

In 2022, ISBA delivered a series of thought leadership sessions on media and marketing fundamentals. Due to the popularity of the 2022 programme, we have spoken to members about what subjects they would like to get more insight about in 2023. This fascinating programme of new insight sessions provides ISBA members with the opportunity to “deep dive” into key marketing channels.  It’s a chance to adapt your knowledge and to be inspired at this moment of change by the latest thinking and to revisit of the principles of each channel.

What you will learn:

• What we mean by media weighting and phasing.
• Appreciating costs and deliverables of heavy, medium and light weight campaigns. 
• The variables you can change to increase campaign efficiencies. 
• What media delivers best for certain marketing objectives
• How to review coverage and frequency weightings
• How to feedback to your agency effectively when refining the media plan
• 5 key take outs.

It is aimed at:
Marketing teams, brand managers and assistants and junior marketing roles.

These sessions are run in conjunction with ISBA and Pete Davis, MD of www.getmemedia.com. Pete is the former media controller of Nestle and has been an ISBA course trainer for over 10 years. Pete’s experience in media and marketing is varied and unique. Working across numerous clients, agencies and media owners, at the last count he has worked on over 1,000 marketing briefs from the UK Government, Tesco, Direct Line and L’Oreal to start up tech businesses like Rooster Money. Pete was also instrumental in the setting up of ISBA’s networking evenings and Webinar programmes.  His main focus has always been the advertiser and equipping them to make effective decisions in the media landscape. Pete will be working in conjunction with industry thought leaders in delivering client first information on a host of subjects, so please sign up below for this member benefit.