The trading of advertising space relies on one crucial premise – that there is a common ‘trading currency’ between all parties i.e., each party needs to know the number of people who have watched a TV programme, have visited a website, or read a newspaper, so that they can concentrate on agreeing the amount to be paid for that advertising space.
The key question is; where does the ‘trading currency’ come from? It comes from conducting industry-approved media research surveys that measure consumers’ media habits and make their findings available to all parties (advertisers, media owners, advertising agencies) for evaluation purposes.
Completing the Media Research Essentials Certificate will allow you to gain a range of skills, such as:
- how ratings and impressions are calculated and applied to media planning
- what is the right sample size when creating a media audience for it to be statistically valid
- how to interrogate media survey data using Boolean logic to uncover insights
- how to search for information online and useful desk research tricks
- how strategic planners use media research insights to create media campaigns
View the full Media Research Essentials Certificate syllabus.
Regular non-member cost charged by IPA for this course is £500 but it will be offered at a subsidised cost of only £325 for IAPI members. If you are interested in taking up this course click on the link above for details on the structure, timings, and fee.
For your IAPI discount please get in touch with IAPI at info@iapi.com
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Add to Calendar 2024-12-31 00:00:00 2024-12-31 00:00:00 Europe/Dublin MEDIA RESEARCH ESSENTIALS CERTIFICATE The Media Research Essentials Certificate is designed to provide the core media research knowledge and skills that anyone working within the media industry should have to thrive in their career. IAPI info@iapi.com
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Add to Calendar 2024-12-31 00:00:00 2024-12-31 00:00:00 Europe/Dublin MEDIA RESEARCH ESSENTIALS CERTIFICATE The Media Research Essentials Certificate is designed to provide the core media research knowledge and skills that anyone working within the media industry should have to thrive in their career. IAPI info@iapi.com