Media Research Unwrapped & Turning Data into InsightsThe Laredo Group »
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116 E 27th St 8th Floor
New York, NY 10016 (Map)
|Important:||Price is for non-members|
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- Class Level: All levels
- Age Requirements: 18 and older
- Average Class Size: 30
What you'll learn in this advertising sales training:This workshop is designed to help sellers not only be comfortable understanding different types of research data but also be prepared to present research results and address the discrepancy issues when different methodologies deliver dissimilar results.
With so many sources of data and research it is often confusing to decipher how the source and methodology of data collection and interpretation can alter perspectives on website audiences and media platforms. This workshop will illustrate the different media research options and methodologies for sizing and finding audiences. In addition, we will provide clear direction on how to handle discussions with clients when discrepancies arise when internal and external sources are compared. We will highlight research that improves campaign performance and we will also highlight how to use different free tools (such as Google Ad Planner, Quantcast and Moat) to look for competitive insights and advantages. Additionally we will highlight key research vendors and their services for analyzing display, video, search, mobile and social ads and platforms. The goal of this workshop is to support sellers with their understanding of the “how and what” of media research, planning tools, and surveys, and how they are used in the execution of a media plan. Workshop participants will engage in discussions about how to use insights from campaign data as a proactive element managing the sales process. Armed with this insight, sellers can participate in more engaging discussions with their clients, educate, and play a more active role in supporting advertising objectives.
- Introduction to Research and Where/How it Supports Marketing and Advertising Decisions
- Media Research Methodologies
- Audience Research
- Benchmarking and Performance Research
- Ad Effectiveness Research
- Research Vendors and Services
Cancellation PolicyIf the attendee cancels their registration more than 10 days before the first seminar date, we will refund the registration costs minus a $95 administrative fee per student. No registrations cancelled within 10 days of the seminar date will be refunded. However, re-booking for a future seminar will be allowed for a fee of $180 per seminar day paid.
In the unlikely event that The Laredo Group cancels any seminar, a full refund or an opportunity to attend an equivalent future seminar, at the option of the attendee, will be provided. However, The Laredo Group shall not be responsible for, or offer any monetary compensation for, any expenses incurred by the registrant or attendee (including, but not limited to, non-refundable airline tickets or change fees) due to such a cancellation.
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School: The Laredo Group
Founded in Cambridge, Massachusetts in 1996 and, as of 2003, now headquartered in Fort Lauderdale, Florida, The Laredo Group is a leading training and consulting firm dedicated to helping clients increase sales and decrease costs through knowledge and efficiencies related to online advertising buyin...
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