Selling to Advertising Agencies

Selling to Advertising Agencies

Duration: One day

Objective

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.

Locations: 

We deliver courses in Inverness, Aberdeen, Stirling, Glasgow, Edinburgh, Newcastle, Leeds, London and Belfast.