Building a media plan: from media planning to audience planning


Training Overview

Three days of training combining theory and practice, to master the stages of building a media plan and optimize advertising investments

Targeted skills

– Master the vocabulary, key concepts and studies specific to media planning
– Understand the strengths and weaknesses of each media and their contribution in a logic of multimedia complementarity
– Challenge its current ‘on’ and ‘off’ media investments for better efficiency

Target audience

Anyone required to coordinate, participate in the implementation or evaluation of a media plan


    DAY 1

    Introduction and initial positioning

    1. Concepts of media planning and evolution of audience measurement
    – The main concepts of media planning: quantifying and qualifying the audience
    – Audience methodologies and limits
    – Current developments in audience measurement

    2. Focus on each media: from media planning to audience planning
    – The strengths and limitations of each media
    – The different possible devices and levers
    – The choice of media and targeting

    DAY 2 AND 3

    3. From brief to media strategy
    – Step by step, the steps from the media brief to the purchase of space and the campaign report
    – The contribution of each media to the campaign objectives

    4. Construction and optimization of plans, media by media then plurimedia
    Workshops by media and 360 workshop:
    – From a brief, construction of a multimedia plan and a media recommendation
    – Know how to measure efficiency: the KPIs to follow

    Conclusion and individual assessment

What's More

Digital Marketing

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Means of contact

  1. Telephone

    +216 96 803 221

  2. Email

  3. Whatsapp


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    Upgradetek Engineering is a strategy and management consulting firm, specialized in the transformation of financial institutions. As one of the leaders of this sector in Tunisia, we have been supporting our banking and financial clients for more than 14 years in the evolution of their business model, in defining and implementing new target business models and improving their performance.

    23, Avenue of Naplouse 1001 Tunis, Tunisia
    +216 71 33 93 95