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Laying the Foundation

Introduction to Media Communications

Module 1: Media Fundamentals — The Language of Media

Exploring Traditional Channels

Module 2: Television In South Africa

Module 3: Radio In South Africa

Module 4: Outdoor (OOH) Media In South Africa

Digital and Specialist Channels

Module 5: Online / Digital Media In South Africa

Module 6: Print & Cinema In South Africa

Module 7: In-Store Media In South Africa

The Master Plan

Module 8: Putting It Together – How Media Channels Combine Into A Media Plan

Knowledge Checks

Module 1 Quiz: The Language of Media

Module 2 Quiz: Television

Module 3 Quiz: Radio

Module 4 Quiz: Outdoor Media

Module 5 Quiz: Digital Media

Course Feedback

Course Evaluation Survey

Welcome to "Essential Media Foundations: Terminology, Channels, and Campaign Planning," your comprehensive guide to mastering the dynamic world of media communications. Whether you are an aspiring Brand Account Manager, a marketing enthusiast, or a professional looking to solidify your understanding of the South African media landscape, this course is designed to equip you with the critical knowledge needed to succeed.

Welcome to "Essential Media Foundations: Terminology, Channels, and Campaign Planning," your comprehensive guide to mastering the dynamic world of media communications. Whether you are an aspiring Brand Account Manager, a marketing enthusiast, or a professional looking to solidify your understanding of the South African media landscape, this course is designed to equip you with the critical knowledge needed to succeed. In today's fast-paced advertising environment, understanding the basic communication process between brands and consumers is just the beginning. This course dives deep into the essential language of media, demystifying concepts like reach, frequency, Cost Per Thousand (CPM), and Television Ratings (TVR). You will explore a wide array of traditional channels, including television, radio, and outdoor (OOH) media, learning how to leverage their unique strengths. Furthermore, we will navigate the rapidly evolving digital and specialist channels, from programmatic advertising and retail media to print, cinema, and in-store activations. Finally, you will learn how to bring it all together in "The Master Plan," discovering how to combine different media channels strategically to support specific brand objectives across the consumer journey. By the end of this course, you will have a robust foundation in media campaign planning, ready to make informed, impactful decisions in the real world. Enroll today and take the first step toward becoming a media planning expert!

Essential Media Foundations: Terminology, Channels, and Campaign Planning

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            <p>Imagine you have a brilliant message to share, but you are standing in the middle of a bustling, noisy city. How do you ensure the right person actually hears you? This is the core challenge brands face every single day. In the vibrant and unique landscape of South Africa, connecting a brand with its ideal consumer is both an art and a science. We begin our journey by laying down the essential building blocks of media communications. You will discover the secret language of media—decoding terms like reach, frequency, and CPM—so you can confidently navigate the foundational stages of the consumer journey. From there, we will travel through the traditional avenues of communication, exploring how television screens, radio waves, and towering outdoor billboards capture attention and spark conversations across the country.</p>

<p>But the story does not end on a billboard or a TV screen; it evolves. As we venture further, we will dive into the dynamic world of digital and specialist channels. You will see how online platforms, retail media, and even the immersive environments of print and cinema play distinct roles in guiding a consumer's choice right down to the in-store purchase. Finally, like a puzzle coming together, we will gather all these individual pieces to construct a master media plan. By the end of this journey, you will understand exactly how to blend these diverse channels to support specific brand objectives, transforming a simple message into a powerful, strategic campaign that resonates with audiences at every step of their journey.</p>
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