1 Star2 Stars3 Stars4 Stars5 Stars (No Ratings Yet)


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.

Course goals and objectives

  1. To build professional standards in the Media Management profession by equipping program participants with knowledge to be able to build strategy based on research, strategy monitoring and evaluation
  2. Provide the learner with power to present data coherently and effectively, as well as determine the action points based on data available
  3. To use globally bench-marked standards to continually develop the communications profession

1. Media Research Essentials

Learning objectives

  1. To appreciate and articulate the research methodology in order to demonstrate its reliability
  2. To understand how to use appropriate tools and software in analysing, interpreting and applying media research


  1. Understanding Kenya’s population dynamics
  2. Introduction to Audience Research (The how)
  3. OOH Audience research
  4. Data analysis, interpretation and insights

2. Digital Technology and Social Media

Learning objectives

  1. Articulate the different digital technologies and the categories /roles of digital communication channels
  2. Understand the digital consumer journey and the strategic approach to business acquisition and retention using social media
  3. Appreciate digital strategy, digital media selection and measurement


  1. Landscape, categories and channels
  2. Consumer journey and media engagement points
  3. Digital Media Buying

3. Integrated Media Planning

Learning Outcomes

  1. Appreciate the tenants of marketing and how it provides strategic direction to a 360 integrated campaign
  2. How to deliver high impact campaigns through unique media approaches
  3. An understanding of the dynamics of Out of Home Media, how to integrate it effectively in a campaign and measure its effectiveness


  1. Introduction to and evolution to the concept of IMC
  2. How media drives integrated communications
  3. The art of developing an IMC campaign (including OOH)
  4. Data analytics in developing and measuring IMC campaigns

Who are we targeting?

  • Brand Stewards; including Brand / Marketing executives and managers.
  • Advertising agency media planners, buyers and managers.
  • Media researchers from research companies.
  • Agency sales representatives, sales representatives from media houses.
  • National and County Government representatives in communications roles.
  • Any stakeholder that requires media data in making key decisions in media buying and selling.
  • Marketers and communications experts working for Non-governmental organisations Participants must have a minimum of two years’ experience in the relevant field.

Training Format

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.

Handout Materials

Each participant receives an access to the materials, videos and case studies on line

Duration: 3 Months, 12 sessions (2hrs per session per week).

Timing: Wednesdays: 7.30am - 9.30am

2018 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 Executive 0723 392043/ 0732 329118

Related Courses

Show Buttons
Hide Buttons