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Managing Paid Media
Lesson 1 – Introduction to Paid Media
Introduction
Topic 1.1 The Role of Paid Media
Topic 1.2 Strategic Context
Summary
Lesson 2 – Direct Response
Introduction
Topic 2.1 Direct Response Goals
Topic 2.2 Strategic Approach
Topic 2.3 Direct Response Channels
Summary
Lesson 3 – Media Buying Methods
Introduction
Topic 3.1 Common Buying Methods
Topic 3.2 Considerations
Topic 3.3 Forecasting Results
Summary
Lesson 4 – Audience-Led
Introduction
Topic 4.1 Audience-Led Planning
Topic 4.2 Audience-Led Channels
Topic 4.3 Targeting
Summary
Lesson 5 – Programmatic Advertising
Introduction
Topic 5.1 Defining Programmatic Advertising
Topic 5.2 Business Models and Benefits
Summary
Lesson 6 – Tools and Measurement
Introduction
Topic 6.1 Research and Planning
Topic 6.2 Measurement and Evaluation
Summary
Topic 4.2 Audience-Led Channels
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