This programme of 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 a revisit of the principles of each channel.
This session is run in conjunction with Pete Davis, MD of getmedia.com, and focuses on understanding media weighting and phasing.
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.
