The media strategy provides the most relevant response to the advertiser's briefing. This high-acrobatics exercise is one of the most challenging to evaluate, as it involves many different elements that may be either fact-based or more subjective.

This session will cover a general model for drafting a media strategy, including defining objectives and associated KPIs, as well as various methods for evaluating results. It will also address identifying target audiences and the studies and tools necessary to select "touchpoints" and "tactical" media.

Participants in this training will receive an update on a wide range of challenges, best practices in impact measurement or impact likelihood, a comprehensive overview of how advertising channels can be determined based on objectives, as well as a detailed analysis of media trends, with a particular focus on Belgium. Examples of media strategies will also be presented.

What will you learn?

The session is structured around four themes:

• evaluate the agency's proposal using a phased process and strategic framework.
• assess how the agency has built its rationale through key questions that need to be asked.
• develop your own evaluation KPIs.
• define measures to evaluate the outcome of the recommended strategy.

For whom?

This Master Class is aimed at advertisers, brand managers, communication managers, media managers and marketing professionals who want to strengthen their approach in measuring and evaluating the impact of their media strategy.

Language

The training is conducted in French, while the slides of the presentation are in English.
Participants may respond in the language of their choice.