Planning and Buying Integrated Campaigns

Thirty-five lines, five markets, and the 36.6% of the budget that cannot answer back. 8 modules and a practical lab, about 20 guided hours.

What you’ll be able to do

• Translate a business objective into reach, effective frequency and continuity targets and defend them in writing.
• Build and optimise a television schedule to a GRP target inside a fixed naira budget, trading spot mix against cost per GRP.
• Plan a multi-language radio campaign across Hausa, Yoruba, Igbo and Pidgin markets with station, belt and format chosen per market.
• Negotiate a station or vendor deal to a net position, documenting bonus weight, make-good terms and payment schedule.
• Build an out-of-home plan with a permit-dated critical path, so permitting does not become the launch blocker.
• Allocate a support budget across print, cinema, transit and activation and state what each is expected to contribute.
• Assign a unique, machine-readable response mechanic to every offline placement in a plan.
• Produce an integrated flowchart and naira budget showing traditional and digital weight on one timeline against one set of delivery targets.

What’s inside

8 modules + lab · around 20 hours