4As Media Essentials: From Chaos to Clarity
This course provides foundational knowledge for new and non-media advertising professionals on a broad range of media subjects.
Format
4 Virtual Live Workshops + Self-Paced Content
Duration
4 Weeks (10 hours total)
Audience
New media practitioners and non-media professionals who want to build or update their essential media knowledge.
Pricing
$799 per participant | 4As members 20% off | Included in the Agency Essentials Training Subscription Plan
May 2025 cohort
Session 1: May 7, 3:30 - 5:30 pm ET
Session 2: May 14, 3:30 - 5:30 pm ET
Session 3: May 21, 3:30 - 5:30 pm ET
Session 4: May 28, 3:30 - 5:30 pm ET
Click here to register.
Session Outline
4 Live Workshops + Online Work (10 hours total)
Session 1: The World of Media
- The Role of Media Across the Marketing/Advertising Ecosystem (Identifying Your Role)
- Digital Disruption: Past/Present/Future
- Timeless Principles and Timely Execution: Creating the best of "Old and New"
Session 2: Audiences and Measurement
- Audience Attention: Where it is in the media landscape/What we can learn from it
- Audience Targeting: The mass vs addressable debate
- The Rise of Influencers
- Contemporary Audience Measurement (Essential Terminology for Today/Future)
Session 3: Strategic Media Plans (Art and Science)
- Media Planning Architecture
- Setting Meaningful and Measurable Objectives
- Three Strategic Approaches (No Right/Wrong)
- Selecting the Best Option (Evaluating Tradeoffs)
Session 4: Media Marketplaces
- Different Ways Media are Bought and Sold
- An Investor’s Approach: Access, Liquidity, Efficiency, and Brand Safety
- Programmatic Essentials
- Media Buying in a Post-Cookie World
In order to receive their certificate, participants will need to pass a final exam.
Meet the Facilitator
Judy Franks
Judy Franks is a Clinical Professor in the IMC degree program at Northwestern University where she teaches media and consumer insight courses in the Integrated Marketing Communications program at the Medill School.
She joined Northwestern’s faculty in 2008 following a 23-year career in Chicago ad agencies–Leo Burnett, Starcom, FCB, Tatham (now Havas), and Energy BBDO where she led media strategy and communications planning for an array of clients across multiple industry sectors.
Judy Franks is the author of the text, “Media: From Chaos to Clarity.” This text (now in its 2nd edition) is widely circulated in both the marketing and advertising industry sectors and across several universities (NYU Stern School of Business among others).
Franks is also the founder of The Marketing Democracy™ a global communication planning consultancy that has served blue-chip marketers, top marketing services agencies, and the media in integrating content and connection in a new media world since 2008.
