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101 - Guide to evaluating your media plans

Member-only document

101 - Guide to evaluating your media plans - presentation

The media landscape is shifting faster than ever!  In the past it would be that technology and audience engagement were the key drivers for media change, but post pandemic the media options themselves are facing a fundamental shift in their own role in the marketing mix as the UK’s population alters its social, work and living habits.

This fascinating programme of insight sessions provides ISBA members with the opportunity to “deep dive” into key marketing channels.  It’s a chance to adapt your knowledge and to be inspired at this moment of change by the latest thinking and a revisit of the principles of each channel.

101 - Guide to evaluating your media plans to achieve the best outcomes

Building on the previous session (Guide to understanding the media planning process), this session focuses on the evaluation and interrogation of the media plan itself. We’ll assess what media delivers best for certain marketing objectives, how to review coverage and frequency weightings and how to feedback to your agency effectively when refining the media plan.

These sessions are run in conjunction with ISBA and Pete Davis MD of www.getmemedia.com. Pete is the former media controller of Nestle and has been an ISBA course trainer for over 10 years. Pete’s experience in media and marketing is varied and unique. Working across numerous clients, agencies and media owners, at the last count he has worked on over 800 marketing briefs from the UK Government, Tesco, Direct Line and L’Oreal to start up tech businesses like Rooster Money. Pete was also instrumental in the setting up of ISBA’s networking evenings and Webinar programmes.  His main focus has always been the advertiser and equipping them to make effective decisions in the media landscape.