CURRICULUM

Take the full 4 1/2-Day media buying program for optimum media buying training and knowledge ....or customize your own class schedule, selecting only the days you feel you need, detailed below. Students who enroll in the full 4 1/2-Day Media Buying Program will "graduate" with total confidence in their ability to analyze, plan and negotiate the best value for their clients or company in any mix of media.

Table Of Contents Day One

• Opening Remarks
• The Purpose of Media Buying Academy’s “BootCamp”
• The Empowerment
• Media Buying Personality Style
• Mistakes
• “BootCamp”
• Homework
• Duplication
• Your Course Evaluation
• Your Questions
• How Traditional Media Is Changing
• The Sky is Falling
• The History of Media
• Advertising Agency Organizational Chart/Job Descriptions
• Client Contract/Agency-of-Record Letter
• Ever Wonder Who Owns Whom?
• Advertising Spending
• Communication

• Agency Commission
• Communication
• When To Hold ‘Em, When to Fold ‘Em
• Verify The Negotiated Rate
• Never Give Out The Budget
• Communicate The Way Business Will Be Done
• Do Not Give Out Demos
• National Rep Firms vs. Local Direct
• Supply and Demand
• Put Everything in Writing
• Everything Has A Rate - Even “No Charges”
• Qualify Those Rates As “Net” or “Gross” and “Fixed” or “Pre-emptible”
• Demand Back Up Research
• Proof of Performance
• City/State Advertising Taxes
• “Service Fees?”
• Do Not Accept Station Confirmations
• Attitude in Communicating
• Don’t Take The Word, “No,” For An Answer From A Media Rep
• Gaining Leverage - “No” Doesn’t Always Mean "No"
• Great Negotiations are Win! Win! Win!
• Comparing Apples to Apples

• Ethics
• Stamp Code of Ethics
• “Backdooring An Agency”
• Examples of Unethical Practices
• Over-billing By The Agency
• The News Media - Reporting Without Investigating
• Major Daily Newspapers Lying About Their Circulations
• Consumer Magazine Misrepresented Circulation Data
• Federal Obstruction of Justice Charges
• Nielsen Ratings Subject of Congressional Hearings
• Products Being Embedded Into Program Content
• Public Relations Companies Leasing Time On Local Stations With “News-Style Programs” And Are Being Presented As Genuine Newscasts
• Advertorials Looking More Like Editorials Without Disclaimer
• Magazines Fusing Editorial/Advertising
• Clear Channel Pushing :30 Radio Spots On Advertisers
• A Thin Line Between Disclosures By State Agencies Versus Ethics in Media Buying
• Stations Who Raise Rates Every Quarter
• Having Integrity
• Reps Who Mislead
• New Buyers who Inherit Problems
• Media Buyers Who Ask Reps to Waive Commissions
• Agencies Who Pay After 90 Days
• Research Companies Making Posting Difficult
• Integration Fees

• Professionalism
• Courtesy Is Contagious
• Dress The Part
• Phone Manners
• Honesty The Best Policy
• Pull Research And Use It
• The Golden Rule
• When Changes Are Necessary
• Reps Who Change Horses
• Sales Trickery
• One Sheets
• Broad Rotators (Radio)
• ROS (Radio and TV)
• Reps Withholding Information
• Learn How To Speak Mediaese
• The 12 Grid System
• Stations Who Only Hold Avail Rates and/or Negotiated Rates For 3-5 Days
• “Plan To Buy” Research
• Log Times
• Customer Service
• Don't forget "Value Added"
• Sales Reps who Don't Do Their Jobs
• Trade/Barter
• Co-op
• Each Manufacturer Goes By Their Own Rules
• Advantages and Disadvantages
• Tips For Efficient Co-op Advertising

• Presentation Skills
• Building Your Own Self-Confidence
• Be Prepared To Answer Questions
• Presentation Tips
• Punctuality and Setup
• Dress the Part
• Educate Your Client Regularly
• Speak Clearly and Concisely
• All Media Plans Should Be In Booklet Form
• Present Media Before Creative
• Stand By Your Plan

• Glossary (Over 525 terms)
• Recommended Study Course
• Test
• Media Research
• Library Books
• SRDS
• Thumbnail Media Planner
• Parrot Communications
• Bacon’s Media Directories
• Media Market Guide/Sqad
• Marketer’s Guide To Media
• Radio Datatrak
• TV Datatrak
• M Street Directory/The Radio Book
• Snapshots/Media Framework iv
• Arbitron
• The Diarykeeping System
• Portable People Meter
• Books/Software
• Ethnic Data
• Nielsen Media Research
• STAR Reports
• Websites for General Reference
• Media Software - The Media Director Series
• Research
• General - A New Model
• National Research
• Defining Quality in Research by Anne Marie
  Kelly of MRI High Resolution Research - Introduction
• Designing a Reliable Sample
• Generating the Optimal Response Rate
• Choosing the Right Mode of Interviewing
• Interviewer Training
• Crafting an Effective Questionnaire
• Processing and Refining the Raw Data
• National Research — Part II Table of Contents
• AAAA
• AAF
• Ad Brands
• Ad Facts
• Ad Forum
• AIG
• AMA
• ARF
• Bacon’s
• CARF
• CIA
• Competitrack
• EACA
• Esomar
• Euromonitor
• Find SVP
• FIPP
• Gallup & Robinson
• GreenBook
• Harris Interactive
• Harvey Research
• History of Advertising Trust
• INMA
• IPA
• Inside Radio
• Journal of Interactive Advertising
• Leigh Stowell
• Marketer’s Guide To Media
• Monroe Mendelsohn
• MRI
• MRS
• Opinion Research
• POPAI
• Precision Trak
• Readex
• Red Books
• SMRB
• SQAD
• Starch
• RAB
• TNS — Media Intelligence
• VMS
• WARC
• Market-by-Market Research
• Scarborough
• Media Audit
• Associations
• Research From Individual Publications
• Final Note About Research
• Business Journals
• Recommended Study Course
• Test
• Bibliography

• Radio's Purpose
• Who Radio is Designed To Reach
• Each Station's Best Demo
• Media Kits vs. Overviews
• Radio Station Website Example
• Avail Request
• Types of Commercial Stopsets
• Coverage Map
• Organizing The Market
• Multi-Station Composition Report Example
• Multi-Ranker Example
• Hour-by-Hour Example
• Retaining The Listener In A World Of Clutter
• Reading the Arbitron
• Geographies
• Arbitron's Diary
• Arbitron's PPM (Portable People Meter)
• Arbitron Example - West Palm Beach/Boca Raton
• Arbitron Provides Socioeconomic Data
• Audience Estimates Reliability
• Methodology
• Terms/Sources
• Ratings Distortions
• Free Ratings Data
• Baltimore
• Dallas/Ft. Worth
• Boston
• Eastlan
• M Street Report
• The Radio Book
• Arbitron Update
• Research with Self-Serving Results
• eBook - PPM - Philadelphia
• Crunching the Numbers and When to Negotiate/When to Place
• Radio CPP Analysis
• Exercise
• Radio CPP Analysis Formula
• Radio CPM Analysis
• How to Negotiate With the Rep
• "No" Doesn't Always Mean "No"
• Great Negotiations Are Win! Win! Win!
• How Radio Reps Work With Media Buyers - RAB
• Station Selection
• Cost Efficiencies
• Quarterly Fluctuations
• Radio Stations who Skew Numbers
• Formats
• Dayparts/Dayparting
• Media Market Guide/Sqad
• Marketer's Guide to Media
• TAP/ROS/Flighting/4Bk. Averaging
• Radio vs. Newspaper
• OES/Flighting/Schedule Compression
• 3 Key Elements
• Ebbinghans Curve of Forgetfulness
• 3 Frequency Research
• Unethical Sales Practices
• Ad Wearout
• Tapscan/Media Audit
• Importance Of More Than One Demo
• Radio Media Buying Philosophies
• Formats
• Frequency
• Dayparts
• Broad Rotators
• Remotes
• TRPs
• Quality of the Buy
• Remotes
• TRPs
• Quality of the Buy

• Radio Selling and Buying - Perceptions/Reality/Recommendation
• ROS/Broad Rotators
• Radio Posting
• Determining CPPs By Market, By Daypart, By Quarter
• Radio Dayparts
• Local vs. National Rates
• Stations Forcing A Combination Buy
• CPPs

• Station Declaration To An Advertiser
• Spot Lengths
• :60 vs. :30
• How Much Is A :30 Radio Spot Worth?
• A Quote From "Media Malpractice" by Erwin Ephron
• Adlets and Blinks
• "Island Positions" in Radio?
• Radio Station "Service Fees???"
• In Media, No Matter What Is
  Being compared, It Is Crucial To Compare Apples To Apples,   Oranges To Oranges
• What A Media Buyer Looks For In A Proposal From A Radio   Sales Rep
• Nicely Done One-Sheet
• Most Amazing 3-Sheeter
• Nicely Done Buyer's Guide
• Outline
• The History of Radio
• The Differences Between AM & FM Stations
• About Networks
• Westwood One – Metro Networks (Traffic)
• Broadcaster Traffic Consortium – Auto Traffic Net
• About Statewide Networks
• Sports Networks
• Ethnic Networks – Hispanic Communications Network
Bid 4 Spots Online Radio Auction
Recommended Study Course
Test
"Per Inquiry" Radio Advertising
Direct Response Radio Advertising
Value-Added Merchandising
• "Per Inquiry" Radio Advertising
• Direct Response Radio
• Value-Added Merchandising
• Forms
• Blank CPP Analysis Form
• Time Orders
• Broadcast Calendar "Final Sunday Billing"
• Radio Weekly Summary Sheet
• Radio Schedule Market Summary
• Makegood Sheets
• Traffic Instructions
• RAB Radio Reach & Frequency By Hand - Step-by-Step
• What's New
• HD/Digital
• New Format
• Syndication
• Pay-Per-Call
• Green Stations
• Radio Stations with No Ads – Just Sponsorships
• Adlets and Blinks
• FCC Investigating Arbitron's PPM on Urban Stations
• Clear Channel News
• Internet Displaces Radio
• Good Ad Mix
• ESPN News
• Google Update
• Radio Becoming "Audio?"
• eBay Selling AirTime
• Posting
• What Is a "Post?"
• Why Is a "Post" Necessary?
• Posting Methodology #1 - Hour-by-hour Arbitron
• Posting Methodology #2 - Careful Scrutinization of the Invoice/Affidavit   For Fair And Equitable Rotations  Both Horizontal and Vertical
• Time Order/Invoice Affidavit Faux Example
• Real Time Order/Corresponding Invoice/Affidavit Horror Story
• Tracking Report
• Hour-by-Hour Posting Form
• Blank Perfect Radio Invoice/Affidavit
• Radio Satellite Services
• Satellite Radio Growth
• High Definition Radio Growth
• VMS and Media Monitors
• AOL and Universal/Warner
• HD Radio
Recommended Study Course
Test
• Podcasting/History
• Streaming Media
• Webcasting
• The Infinite Dial: Radio's Digital Platforms – Arbitron
• Online Radio Proposal
• Arbitron Explanations/Formulas/Definitions
• Media Buying Academy One-Sheets

Please note, this course requires a separate registration.

• Internet Advertising Basics
• What Makes A Good Online Media Planner? (Article)
• Introducing The Internet - The Information Super Highway
• What Is The Internet?
• How Does It Work?
• Where Is It Heading?
• Where Has it Been? A Brief History of The Internet
• Web 2.0
• Web 3.0
• Bluetooth Technology
• Agency’s Role in New Media (Joe Marchese)
• Terminology - Over 550 Important Terms
• Online vs. Offline
• Types of Ads
• Key Word Buys
• e-Mail Sponsorships
• Banner Ads
• Internet Video — IPTV
• Video Ads
• Place-Based Video
• Mobile Ads
• In-Game Ads
• Local Ads
• Classified Ads
• Wi-Fi
• B2B
• Social Media
• Blogs
• Podcasts/Webisodes
• Word-of-Mouth
• Setting Goals
• Determining the Target Audience
• Targeting the Right Websites
• Behavioral Targeting
• Contextual Targeting
• Reach & Frequency
• Website Selection
• Search Engine Optimization
• Ad Words/Google
• Research/Nielsen
• How to Buy - Negotiating
• Insertion Order Example
• RFP Example
• Internet Advertising Proposal Examples
• Ad Auctions and Exchanges
• Dayparts/Flighting
• Ad Sizes
• Response Rates
• Content Flexibility
• Tracking
• Web Analytics
• Competitive Spending/ROI
• Ad Management
• Cross Platform/Integration
• Couponing
• Recommended Study Course
• Internet Advertising Test
• Internet Advertising Test Answers (Don’t Cheat!)
• Internet Newsletters Recommended
• Reach/Frequency Formula
• Building A Website
• Interactive Advertising Bureau
• Resources
• Bibliography

• The Purpose of Spot Television
• What is the Future of Television?
• Spot Television — General
• Separation Between Spot TV and Cable TV
• Some Concerns of Spot TV
• Share of Network Viewing
• Zipping and Zapping
• Clutter
• Light Viewing
• Ratings Guarantees
• TiVo
• Reliability of Nielsen’s Numbers
• Ratings Not Going Up
• Prime Time Shows — On Demand
• How Buyers Look at TV
• Some Stations Refusing to Notarize Affidavits
• National Rep Firms
• Faux Newscasts
• The Best Way to Plan to Organize a TV Buy
• Avoiding Station Confirmations
• Glancing at Program Audiences
• Commercial Overload
• Reach/Frequency/Continuity
 
• Nielsen
• Nielsen’s Problems
• About Nielsen Media Research
• The Marketplace
• How the Data Are Collected
• Local Measurement
• How the Data Are Processed
• Sampling
• Methodology
• Ethnic Measurements
• Nielsen Ratings — General Information
• Broadcast Networks
• Cable Networks
• Reading the Nielsen
 
• Quarterly Fluctuations
• Cost Differentials
• Viewing Levels
• Media Market Guide/Sqad
 
• Media Market Guide/Sqad Comparison CPPs
• CPMs
• How to Establish Market CPPs
• How to Establish Quarterly Budgets
• Flighting
• Clutter
• Beating Media Market Guide
 
• Crunching the Numbers
• Avail Request
• Buyers Beware of Asterisks
• Example — Crunching the Numbers for 2nd Qtr. Buy
 
• Television Logistics
• Television Dayparts
• Spot Lengths
• VOD Ads
• Single-Sponsor TV Shows
• Super Bowl Facts
• Media Malpractice by Erwin Ephron
• Frequency — The Rule of 3
• The Recency Theory
• When the Agency Needs a Copy of the Client’s Competitor’s Spot
• Syndication
 
• Product Placement — Stealth Advertising
• General
• Tracking and Measuring
• Examples
• Biggest Product Placement Yet
• The Watchdog
• Product Placement Spending
• Not all Product Placement is Equal
• The Bottom Line
• Where Product Placement Works Best
 
• Television Philosophies
• The Difference Between “TV” and “Cable”
• GRPs / TRPs
• Cost-Efficiencies
• Frequency
• CPP Tool — MMG/Sqad
• Station “Packages”
• Nielsen Books
• Viewers Watch by Program
• Television Networks
• Revamping TV Policies
• Study Course
• Test
 
• Exercise — A Mock Television Buy
• Step #1
• Step #2
• Step #3
• Step #4
• Step #5

• Forms
• TV Availabilities Worksheet
• Television Time Order
• Television Weekly Summary Sheet
• Television Schedule Market Summary
• Traffic Instructions
• Makegoods
• Broadcast Calendar— “Final Sunday Billing”
 
• Audience Distribution in Hyphenated Markets
 
• Reach and Frequency By Hand
• Study Course
• Test
 
• Value-Added
 
• Television Post Analyses
• General
• Paying the Station
• Books to Post From
• Computerized Posts
• Posting by Hand
• Posting Range
• Makegoods for Poor Posts
• Summation
• National TV Posts
 
• Digital TV/High Definition TV
• Glossary
• General
• How HDTV Will be Different
• Going Digital
 
• DVRs (Digital Video Recorders) TiVo
• Trials and Defibrillations — Interactive TV by Mitch Oscar
• TV Ratings System
 
• Online TV
 
• Long-Form Commercials “Infomercials” — Direct Response
• Glossary
• General
• What it Costs to Produce Infomercials
• The Agreement
• Infomercials
• Important Direct Response TV Facts
• Top Long Form Categories
• What is Direct Response TV?
• Testing
• Reasons for Using Long Form
• Infomercial Formats
• Price Points
• Be Prepared to Fill Orders
• Dayparts for DRTV
• NIMA
• Product Information Network
• Greensheet Direct Response TV Monitoring
• Helpful Companies
• Study Course
• Test
 
• Spot Cable TV
• General
• Clutter
• Penetration/Subscribers/Circulation/Actual Viewers
• Similarities Between Cable TV and Radio
• Dayparts
• Cable Profile of the Market
 
• Glossary
 
• Cable TV Networks - Profiles
 
• Cable Companies and Interconnects
• Thompson-Everett Information
 
• When is Cable TV Effective and When is it Not?
• Target Demo
• Specific Geography
• When Frequency is Important
• Buying Cable TV in Tonnage
• Need to Reach the Emotional Side
• Value-Added
 
• How to Buy Cable Television
• Two Ways to Buy Cable TV
• Determining the Geography
• Step One
• Step Two
• Step Three
• Step Four
• Step Five
• Mock Cable TV Negotiation
• Scheduling
• Cable TV Time Order
• NCC Guide
 
• Satellite TV
• Study Course
• Test

• Newspapers
• General
• Newspaper History
• Who Reads Newspapers?
• Illiteracy
• How Long Is Spent On An Ad/A Page?
• Newspaper’s Purpose
• No Shelf Life
• Tangible
• Flexible Ad Sizes
• Targetability
• Media Kits

• Reading A Newspaper Rate Card
• Repeat Ad Discount
• Full Page Discount
• Multi-page Discount
• Shortrates and Rebates
• Pay-for-Performance
• Publisher’s Rights
• Returning Illustrations
• Premium Positions
• Advertorials
• Publisher Not Responsible For Errors
• Credit
• Rate Protection
• Advertiser/Agency Sign Contract
• Contract Years
• Non-published Rates
• Multi-Discounts
• Rates on the Rate Card
• Rates
• Local/Retail/National
• Classified/Classified Display
• Newspaper Logistics
• Positioning
• Ad Sizes
• Color or Not?
• Making Sure The Insertion Order Is Right
• Clutter
• Powerful Words For Newspaper Ads
• Newspapers - Do They Deal?
• Never Let Them Know You Need Them
• Value+Added
• Frequency/Reach
• Circulation/Readership
• Readers Per Copy
• NAA Newspaper Section Readership
• Audit Bureau of Circulations Services
• Sample Audit Report
• CPMs
• Sunday Readership Study
• Daily Readership Study
• Reader Profile - Monday - Saturday
• Reader Profile - Sunday
• Paid Advertising Vs. Editorial Support
• Morning/Evening Combos
• Differences Between Dailies and Weeklies
• Paid vs. Non-paid
• Newspaper Reach & Frequency Formula
• Frequency
• Effective Reach/Effective Frequency
• Gross Rating Points
• Electronic Tearsheets
• Auctions
• Newspapers Must Reinvent
• Newspaper Online Ad Revenue
• Newspaper Website Users - A Demographic Profile
• Google and Other Search Engines
• Hispanic Newspaper
• Alternative Weekly Newspapers
• The CVC - Circulation Verification Council
• Sample Audit
• CVC Sample Supplemental Readership Study
• Miscellaneous Newspaper
• City Business Journals/”Parade”
• Helpful Newspaper Companies
• Facts About Newspaper
• Recommended Study Course
• Newspaper Test
• Outdoor
• Purpose
• Benefits
• Outdoor vs. Other Media
• Length of Contract
• Poster Panels/Junior Panels/Wild Postings
• Bulletins
• Tri-Waves
• Digital/Full Motion Video
• Talking Billboards
• Wall Murals
• Typical Showing Maps
• Location Lists
• Illuminated vs. Non-Illuminated Boards/Media Kit
• Outdoor Heavy Users
• Riding the Boards/Board Selection
• DEC Counts
• Other Outdoor Measuring Technology
• Negotiating Outdoor
• Outdoor Rate Quotes - Gross or Net?
• GRPs - Are They Misleading In Outdoor?
• Effective Colors - Non-Effective Colors
• Typeface
• Number of Words of Acceptable Copy
• Value+Added
• Snipes
• Extensions
• Use of Mannequins
• Flagging
• Teasers
• Buying Less Than Monthly Showings
• Flash Showings
• Outdoor Reach and Frequency
• How Plant Operators Estimate DEC Counts
• Outdoor Math Formulas
• A Little Outdoor History
• Proof of Performance
• Insertion Order Samples
• Outdoor Contracts
• Miscellaneous From the OAAA
• Research
• Arbitron’s Outdoor Study
• Interactive Out-of-Home Media Guide
• Transit
• General/Buses
• Where To Advertise On/With Buses, Subways,
Airports and Train Stations
• Inside Buses
• Exterior Buses
• Grills
• Bus Tops
• Wrapping The Bus
• Street Furniture/Shelters
• Kiosks, Airport/Subway/Train Station Posters
• Wrap the Train Car or Skin the Plane
• Mobile 18-Wheeler Boards
• Taxicab Advertising
• Transit TV Inside Buses
• School Buses
• Skinning the Plane
• Blimp Advertising
• Street Banners/Mall Banners/Aerial Banners
• Negotiating Transit
• Bonus Buses or Bonus Boards
• Example of #25 Showing - Salt Lake City/Ogden/Provo, UT
• Theater/Cinema Advertising
• Purpose
• Benefits
• General Logistics
• Theater Resentment
• Movie Theater Research
• Cinema Ratings
• Cinema Demographics
• Rates
• Production
• Cinema Advertising Council
• Helpful Hints
• Helpful Companies
• Hottest Categories Using Cinema
• Movie Trailers
• A Brief Cinema Advertising History
• Research
• Alternative Media
• General
• Business Travel
• Airport Media Kit
• Stadiums and Sports Arenas
• Miscellaneous Alternative Media

• Consumer Magazines
• Purpose
• Benefits
• What to Ask For In a Media Kit
• Narrowly Defining the Target Demo
• Cost-Efficiencies
• Regional Magazines
• Frequency
• Planning
• Proof of Performance
• Audit Bureau of Circulations
• Paid vs. Non-paid
• Negotiating From the Rate Card
• Wireless Magazine Sites
• MRI - Mediamark Research, Inc.
• Reader Profiles
• Product Placement
• B/W or Color?
• Magazine Problems
• Advertiser Perceptions, Inc.
• Circulations
• Editorial Environment
• Magazine Terms and Conditions
• Frequency Discounts
• Value+Added
• Media Networks, Inc.
• Ad Inc.
• Mediamax
• Number of Exposures
• Supplemental Data Reports
• Trade Publications
• Purpose
• General
• SRDS
• Paid Subscribers vs. Qualified Subscribers
• Audits
• Negotiating Business-to-Business
• Research
• Positioning
• Proof of Performance
• Frequency
• Digital Circulation
• Third Party Subscriptions
• Value+Added
• A Case Study on B-2-B and the Internet
• Media Planning and Buying Software
• Media Planning Tips
• 9 Questions Media Buyers Need Answers To
• The Thought Process Buyers Go Through
• How Many Messages Per Day?
• What Goes Into A Media Plan
• Flow Charts
• Competitive Spending
• Advertising To Sales Ratios
• Scientific Principles of Media Planning
• Media Planning Checklist
• Educating the Client
• Ethnic Groups
• Baby Boomers
• Purpose, Strengths & Weaknesses of Each Medium
• Cutting Ad Budgets In a Recession
• Recommended Study Course
• Dummy Media Plan - Put It Together - Final Exam

With each day/topic you choose to attend, you'll receive, free, the corresponding text workbook, each over 400 pages, so you can refer back to the techniques, forms and pointers used in BootCamp. You may purchase the workbooks with the corresponding DVD through the Media Tutor in-home study programs. Call 410-756-1842 for more information.

If you have seven or more staff who would like to focus on one or more topics, just call and we'll try to work out days and fees that work for both of us. We can also customize our content to address your current media strategy. Many broadcast sales, agencies, and client companies prefer the convenience of working with us this way. We'll be happy to provide you with recent references.

Media Buying Academy's 4-Day Plus Evening Internet media buying program addresses both the basics of media buying as well as the tricks of the trade media buying professionals use. Sign up today for a media buying training course near you.