ABOUT KARF MEDIA ESSENTIALS PROGRAM
The Science of Media
Make Informed Decisions on your Media Investment for Optimal Returns
John Wanamaker (1838-1922), considered one of the most successful markers once said ‘Half the money I spend on advertising is wasted; the trouble is I don't know which half”. This was a valid statement, back in the early days, when there was no data and no tools to inform media investment decisions.
We have now moved out of that dispensation and can say with confidence that you don’t have to gamble with your media investment decisions.
With advertising spends having grown by more than 50% over the last decade and now standing at Kshs 118 Billion in 2017 (Reel forge rate card estimates), the role of media science has become critical in informing media strategies. Thanks to Kenya Audience Research Foundation (KARF), media audience data derived from a highly robust research process is now available to enable one make sound media investment decisions.
In partnership with The International School of Advertising (ISA), KARF, is offering an opportunity to all industry stakeholders, to learn and understand how to tap into this Media Research Data.
Through this training program, stakeholders will now have access to the knowledge and skills that will enable them not only appreciate the trends and practices in brand communications as a whole; but also learn how to use data and tools, through the understanding of the science of media planning, in order to gain optimal results in media investment decisions.
Lectures for conceptual understanding supported by numerous examples; followed by workshop style practice sessions in small teams. The activities will allow participants to apply learning through the use of real brands and case scenarios. Participants have a week in between classes to further apply their class learning in their place. Industry talks will also be conducted on relevant current media affairs.
Each participant receives access to the materials, videos and case studies online
Duration: 3 Months, 12 sessions (2hrs per session per week).
Timing: Thursday: 7.30am - 9.30am
2019 Intakes: 1st Intake (April to June) 2nd Intake (July to Sept) 3rd Intake (Oct to Dec)
Location: Woodlands Office Park, 2nd Floor | Woodlands Road - Off Lenana Road
Contacts: Diana Michieka, KARF Marketing Manager 0732 329118Download Full Outline REGISTER FOR KARF MEDIA ESSENTIALS