Who Should Attend?

This course is for marketing and sales professionals, media departments, PR and communication professionals, business development departments, creative professionals, and client servicing personnel, etc.

About the Programme

This course allows the delegates to understand the relevancy of media in the GCC and MENA region. It will help them to realise the best media strategy, slogan impact, and creative efficiency. At the end of the programme the delegates will be able to manage a media plan, evaluate a 'creative' and 'slogan relevancy', and structure a media campaign for maximum impact.

Course Objectives

• To understand the basics of media
• To identify your company's target audience(s)
• To determine the marketing strategy required
• To understand what to request from a media supplier
• To choose the correct medium for your target audience
• To understand a media plan
• To appreciate the importance of visuals in your message
• To understand the different perspectives of an advertisement when dealing with diverse cultures
• To determine creative relevancy in the GCC and MENA region
• To specify your target in a 'creative'
• To understand the importance of a relevant slogan in the region
• How a good slogan and 'creative' can decide the advertising reach and its success

What You Will Gain

The course will cover the understanding of media and its use in the region, to achieve the best possible target reach. You will learn how to fully understand a media plan. The course will provide you with the knowledge to differentiate between a good advertisement and a mediocre one. You will also learn how to distinguish a good slogan, from a bad one.

Delegates will learn the following:

• What the different types of media are
• How to prepare a plan that is relevant for your company targets
• How to determine and target the resources you require
• How to read a media plan correctly
• When to spend a budget
• Who to target in your strategy
• The correct cultural understanding in a 'creative'
• How to choose a 'creative' for the best impact
• How to reach your goals by using the right words (slogans)
• How to assess your marketing plan and 'creative'

Programme Contents

DAY ONE
• What Is Media?
• Different Tools Of Media: Above The Line (ATL), Below The Line (BTL), Through The Line (TTL)
• What Is Media Management?
• What Is A Media Plan?
• How To Read A Media Plan
• The Media Planning Process
• Setting Your Media Objectives
  > Inputs (Products / Services, Competitors, Environmental Factors, Organizational Marketing Assets, If Available - Lessons Learned)
  > Outputs (Media Plan Draft, Target Audience)
• Your Media Plan Outline
• RFP (Request For Proposal)
  > Inputs (Advertising Agencies Media Proposals)
  > Outputs (Diverse Media Proposals)
• RFQ (Request For Quotation)
  > Inputs (Advertising Agencies Media Quotations)
  > Outputs (Diverse Media Quotations)
• Assessment Of The Returned Requests
  > Inputs (Comparison Between The RFPs & RFQs)
  > Outputs (Use Your Plan As The Benchmark To Determine The Best Proposal & The Best Quotation)
• Your Prepared Media Plan

DAY TWO
• The Importance Of Visuals
• The Cultural Understanding Of Visuals In The Region
• The Impact Of A 'Creative' In An Advertisement
• Relevancy Of Slogans In The Region
• The Arabic Language & Its Diversity
• The Public Reaction To A Slogan Or A Text
• How To Use A Slogan In Different Mediums
• Different Mediums:
  > Outdoor
  > Magazines
  > Newspapers
  > Brochures
  > Radio
  > T.V.
• How To Manage Your Advertisement
• Inputs ('Creative', Slogan, & Text)
• Outputs (The Advertisement)
• Ready To Go (Publish / Print / Broadcast)



This course is very interactive. Delegates will be involved at all times, to ensure they get the maximum benefit from it. There will be many interactive and stimulating exercises, so that delegates gain a clear understanding of different types of media and how each can influence customer buying decisions. It is important that delegates fully understand the market(s) they are targeting, and how to get the best results through the most cost effective delivery of their organization's media plan.

3 Days - Non-Residential

Delegate spaces available on the following course dates: