Selling to Advertising Agencies

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Course Objectives:
In media sales, it is ultimately 'the client's' money that is being spent, therefore it is to the client that both the media owner and advertising agency are accountable.
The purpose of this course is to provide current and new media sales executives with an understanding of the advertising buying agencies role in the advertising process. This course will examine the different types of agency that exist, the formal and informal structures of agencies, their job functions and their decision making process and reasoning behind media selection.

Contents:
This course includes seven different modules, comprising;

  • The Client - introducing the advertiser
  • The Agency - Introducing the Advertising Agency
  • Marketing - The Marketing Process
  • Competitive marketing
  • Planning an advertising campaign
  • Media planning
  • Selling to National Agencies and Clients


Who should attend:
All advertising sales executives across all media who have little or limited experience of the internal operations of a media agency will benefit from attending this course.

Course benefits:
Delegates who attend this course will benefit from a greater understanding of;
  • The difference between the clients and the agencies role in the advertising process
  • The structure of agencies and how they operate
  • The Marketing process between client, agency and media owner
  • How agencies identify and use selection criteria
  • Other forms of competitive marketing
  • The structure of an advertising campaign
  • How to sell effectively to National Agencies and Client


Additional information:
This is a highly interactive course. A number of practical exercises are included and delegates are encouraged to bring working examples with them to be used as discussion topics and to seek advice on improvements.

Certificates:
All delegates who successfully complete this course will receive a certificate of attendance.

Trainers background:
The trainer for this course has worked with National and Local press for over 10 years and has extensive experience of selling to both regional and national advertising agencies.

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