Advertising

  1. Media Strategy and Planning
    1. The Media Plan
      1. Media Objectives
        1. Defining Reach
          1. Determining Frequency
            1. Calculating Gross Rating Points (GRPs)
              1. Setting Effective Reach and Frequency Levels
                1. Target Rating Points (TRPs)
                2. Media Strategies
                  1. Media Mix Selection
                    1. Scheduling Patterns
                      1. Continuous Scheduling
                        1. Flighting Scheduling
                          1. Pulsing Scheduling
                          2. Geographic Allocation
                            1. National vs. Local
                              1. Regional Targeting
                              2. Dayparting and Timing Strategies
                              3. Media Planning Process
                                1. Media Brief Development
                                  1. Media Research and Analysis
                                    1. Strategy Formulation
                                      1. Plan Presentation
                                    2. Media Buying
                                      1. The Media Buying Process
                                        1. Identifying Media Vehicles
                                          1. Negotiating Rates and Placements
                                            1. Placing Media Orders
                                              1. Contract Management
                                              2. Negotiation Techniques
                                                1. Programmatic Advertising
                                                  1. Real-Time Bidding (RTB)
                                                    1. Private Marketplaces
                                                      1. Direct Programmatic Deals
                                                        1. Demand-Side Platforms (DSPs)
                                                          1. Supply-Side Platforms (SSPs)
                                                        2. Media Metrics and Terminology
                                                          1. Impressions
                                                            1. Cost Per Mille (CPM)
                                                              1. Cost Per Click (CPC)
                                                                1. Click-Through Rate (CTR)
                                                                  1. Conversion Rate
                                                                    1. Effective Frequency and Reach
                                                                      1. Share of Voice (SOV)
                                                                        1. Ad Viewability
                                                                          1. Completion Rate
                                                                            1. Engagement Rate

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                                                                          4. Creative Strategy and Development

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                                                                          6. The Advertising Media Landscape