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Media Guru

Guru Search Results: 15 matches were found

Thursday, January 18, 2001 #4109
I WOULD LIKE TO KNOW IF THERE ARE ANY PROGRAMS IN MEDIA MANAGEMENT, ADVERTISING RESEARCH IN SOME GOOD UNIVERSITY

The Media Guru Answers(Thursday, January 18, 2001 ):
Universities wth various advertising and mass communications courses can be found at U.S News & World Report. Various additional qualites of the scholls can be specifed as search criteria.

The list is by no means complete. For example, the well regarded media program at The U of Texas, Austin is not apparently listed for this area of study.


Thursday, August 03, 2000 #3669
Hi media guru. I want to do online course in media can you please advice how to do it

The Media Guru Answers(Sunday, August 06, 2000 ):
There are no online courses in media which the Guru can recommend.


Wednesday, July 05, 2000 #3598
lets assume that a company has been running a branding and image campaign for 12 months at 800points a month. If the company goes completely dark for 6 months what are the expected effects on awareness and branding. The negative effects of going dark at then end of a branding campaign have been taught to me during several courses I cannot remember nor find a formula or case study which proves this point. Where can I go to find statistics or case studies to support your answer. Thank you again for you help.

The Media Guru Answers(Wednesday, July 05, 2000 ):
The Guru can consider this in terms of ad awareness, since brand awareness is subject to so many more outside factors.

Whatever the level of advertising, awareness can never be more than 100%. One very simple formula the Guru has seen predicts awareness as a high percentage the previous week's awareness plus a small percentage of the current week's GRPs.

As will be obvious, this formula predicts that a brand running low GRP per week loses awarness. A brand with no activity loses 5-10% of the previous week's awareness each week.

Of course this is all general. One classic case is the old Certs "two, two, two mints in one" copy which had good awareness as a "current commercial" ten years after it last aired.


Monday, March 27, 2000 #3341
Hello I am currently enrolled in the 3-year advertising program at Mohawk College in Hamilton, Ontario, Canada. In response to a class project and of great interest to me, I am in search of answers to the following questions regarding obtaining a career in the Internet advertising field. 1. What programs are used in the creation of Internet advertisements? 2. What are the job titles and descriptions of jobs within Internet advertising? 3. What are the specific qualities looked for when hiring a person for Internet advertising? 4. How does Internet advertising differ from other forms of advertising? 5. What should a student keep in mind and focus on while attending school in order to further their changes in Internet advertising related career? 6. Is there an organization solely devoted to Internet advertising? 7. What forms of Internet advertising are offered? (Ex. WebPage design yes, banners, etc) 8. When should a company inquire about Internet advertising as a form of advertising? 9. How long has Internet advertising been around and how has it grown throughout the years?

The Media Guru Answers(Monday, March 27, 2000 ):
Since this is the Media Guru, we will address those of your several questions which relate to media issues.

  1. Not a media question
  2. Other than "webmaster" all internet advertising media titles are approximately the same as in other media: General manager/publisher, sales manager, sales account executive on the website side; Media Director, Media planner, media buyer on the buying side. Some companies may have invented special titles either to reflect their individuality or special business structure, such as "Channel manager" when selling multiple sites that can be grouped topically
  3. There should be no specific qualities sought in hiring media people for internet purposes rather than any other media, other than possibly better computer skills and internet familiarity. It was not unusual, in the early days of internet advertising, for employment ads to be signed only with a website or email contact information, so that those who didn't understand such information wouldn't apply.
  4. The chief differences of internet advertising versus other media include:
    Interactivity: Any consumer action in response to an ad generates a reaction by the internet
    Combines the full animation potential of TV with the detail capability of static print
    Consumer action in response to an ad 'place-marker', i.e. the banner, is required before the full ad, i.e. the click-thru target, is exposed
    Unlike other media where the medium's full audience is attributed to each ad, the internet allows us to count actual ad exposures
  5. A student should take any internet courses offered in addition to the full standard advertising curriculum, if working in internet media is the only goal.
  6. There are several organizations devoted solely to internet advertising: The Internet Advertising Bureau, which is the Web site owners trade group, C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) which is primarily, if not exclusively internet focused, is the advertiser/agency internet trade group. Of course there are numerous internet sales representative organizations and ad agencies/media services.
  7. Internet advertising forms include websites, banners (meaning any less-than-full-page ads displayed on websites) interstitials, and e-mail advertising. Within e-mail advertising are three principal types: ads as sponsorships, inserted into subscription email newsletters and discussion group posts, Opt-in email, where the recipient has actually agreed to receive by email commercial information from the sender, and SPAM, or Unsolicited Commercial Email, which is commercial messages posted to newsgroups or sent by direct email. This last is completely disreputable and banned by most consumer ISPs.
  8. An advertiser should consider internet advertising alongside all other media when selecting media for any plan. Internet media should be used when it offers an advantage in efficiency (quite rare), an opportunity to reach an otherwise difficult-to-reach prospect, or the opportunity to deliver a message of a kind or in an environment which enhances message impact.
  9. Internet advertising of one sort or another has probably existed since the early days of the internet. As a real medium, internat advertising is traced to the beginnings of the commercialization of the World Wide Web at the end of 1994. The year 2000 will generate over US$5 billion online ad revenue


Wednesday, March 08, 2000 #3297
Iam a student at Mohawk College. I am presently looking for information pertaining to a topic in one of my advertising courses. I have to find out about internet advertising. I have to take one traditional ad and compare it to an ad on the internet. Using the same company. I have to find out how much sales have increased since the advertisments were launched. Was the internet ad more effective or the traditional ad? Which one was more cost effective?

The Media Guru Answers(Friday, March 10, 2000 ):
You may have an impossible task.

The easy steps may be to find matching online and traditional ads.

The advertiser company itself may not have the data on 'sales since the ads were launched.' Unless a specific test is in progress, advertisers' sales tracking is not likely to be keyed to advertising copy cycles. Therefore you will need to target an advertiser who uses one of the syndicated short-cycle retail sales tracking services, like A C Nielsen or IRI.

If you can get the data, you may not find that sales have increased; sometimes maintaining sales against increasing competition is an achievement.

Unless the online and traditional ads have run separately, it may be impossible to distinguish the effects of each.

Finally there's finding the spending behind each ad, which should be available from CMR (Competitive Media Reports).

If any case studies like this exist, they are most likley to be available through C.A.S.I.E. (The Coalition for Advertising Supported Interactive Entertainment) or The Internet Advertising Bureau.


Thursday, February 24, 2000 #3240
Dear Guru, We are interested in information on marketing&media research education programmes (courses, workshops etc.). Could you provide some info (dates, subjects and fees) on such events. Mostly we need contacts in Europe. Thank you, in advance.

The Media Guru Answers(Thursday, February 24, 2000 ):
You might get the information from ESOMAR, the European Survey, Opinion and Market Research Organization


Wednesday, December 22, 1999 #3070
Guru, I am familiar with roving media buying courses such as "The Media Buying Academy". Do you know of any seminars like this for online media and marketing? Thanks

The Media Guru Answers(Wednesday, December 22, 1999 ):
The Guru has not heard of any "roving" ones like this, though there are frequent internet conferences here and there.


Thursday, August 19, 1999 #2731
Do you know of any media planning courses/classes/ or bootcamps that a novice can attend?

The Media Guru Answers(Saturday, August 21, 1999 ):
The Guru doesn't believe that these courses are of much use to media professionals; they may be helpful for others involved in advertising. Media skills are best learned in entry level media positions. In any case, the Media School and the Media Buying Academy, conduct such seminars, and advertise them in ad trade publications like Ad Age.


Monday, July 26, 1999 #2658
Dear Guru I work in an European Media Agency ( Media Planning and buying). I am Interested in Internet Advertising media. Where can I find Seminarīs, courses, etc (on-line and off-line) on this subject?

The Media Guru Answers(Saturday, July 31, 1999 ):
1) Watch the advertising and media trade publications in your country for event announcements.

2) Contact ESOMAR, the European Survey, Opinion and Market Research Organization.

3) Use a search engine.


Saturday, April 03, 1999 #2429
What Kind of Seminars/Short term courses are out there to acquire more knowledge in Ad Agency management related issues?? Anything in NY in the next 2-3 months???

The Media Guru Answers(Saturday, April 03, 1999 ):
Contact American Association of Advertising Agencies and American Advertising Federation regarding such classes.


Friday, October 23, 1998 #2111
Dear Guru, I am currently working as a media planner . I would like to graduate to media planning on the Net. How do I go about it ? Are there any specific schools offering courses that can help ? Thank You

The Media Guru Answers(Monday, October 26, 1998 ):
The Guru is not aware of any schools offering interent media planning courses on an a la carte basis.

In the Guru's opinion, internet planning is based on three elements

  • An understanding of media planning in general
  • An understanding of the differences in how some of the basics apply in the internet arena
  • Knowledge regarding types of sites, techniques and tools used in working with internet media

Perhaps you can add the missing elements by getting involved with interent work being done at your current agency. Perhaps you can find an online specialist agency looking to hire someone with your background (how else do you suppose internet planners get the first of the three elements?)

The Guru hardly considers this process to be graduating to internet planning. Specializing in one medium rather than working with all media is a narrowing of expertise.


Tuesday, September 22, 1998 #2051
Dear Guru, I have 5+ years experience on Senior Media positions in Europe and now I'm thinking about moving to the USA. Are there any training centers/schools/ courses for me to better understand US media environment? Thank you.

The Media Guru Answers(Wednesday, September 23, 1998 ):
Of course, there are several universities that teach advertising media, if you are prepared to spend that kind of time learning. Otherwise, send email to TheMediaSchool for their travelling schedule and curriculum.


Thursday, August 13, 1998 #1997
I am looking for an advertising media management course that can be completed by correspondence. I am based in Australia. I would appreciate any information you may have. Thank you.

The Media Guru Answers(Thursday, August 13, 1998 ):
First, the Guru would recommend that you study this with a university in the country where you intend to work, whether it's Australia or elsewhere.

Having decided on the country, visit university web sites to determine if correspondence courses are available. The Guru is not aware of any.


Thursday, June 20, 1996 #1196
Do you know about media planning and/or media effectiveness courses or congresses, in the united states or europe that you recommend?

The Media Guru Answers(Friday, June 21, 1996 ):
There is not a lot one can learn from these 2 or 3 day courses. But often a good insight or two on a specific topic can be gleaned. The Guru (who has often been on the faculty of these seminars) does not recommend any in particular, but the trade magazines Inside Media and Media Week will generally carry advertising of the schedules of the major seminar series.


Saturday, April 27, 1996 #1238
Hello: Do you know a university or business school in CA thatworks successful on the field of internet marketing?

The Media Guru Answers(Sunday, April 28, 1996 ):
Most Universities large and small seem to have a website today. Surf the California schools to see what is offered. Generally, "www..edu" will find a college, but abreviations can muddy the issue so you might try a search engine like AltaVista

Since internet marketing, especially the WWW, is only a two year old concept (give or take) in any big way, it is probably far too soon to judge the success of any school's program. Though big in terms of noise and press, the internet is just a small one of many, many marketing media, and probably a long way from being more than one or two courses in a marketing curriculum.



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