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Event Details
An Online Advertising Primer // BUSINESS 253
Jeff Jarvis, Author, What Would Google Do?
Last Session Tuesday, April 26th from 6:00 pm to 7:30 pm.
This four-session course introduces participants to the world of online advertising and the process followed to develop high-impact advertising programs around emerging digital products. The series consists of four, two-hour classes and is being developed in coordination with the Tow-Knight Center for Entrepreneurial Journalism at the CUNY Graduate School of Journalism.
Class 1: Overview of the Advertising Ecosystem/Jeff Jarvis
This class will provide an overview of the world of online advertising, including an introduction to key concepts. What is CPM vs. CPC? What is a sponsorship? What are the emerging trends? How are these trends disrupting traditional advertising-based businesses?
Class 2: Developing a Large Scale Advertising Program/Jason Kleinman, Director, Product Marketing, The New York Times
This class will provide an overview of the process by which emerging ventures can develop advertising around new product launches. What are the successful components of a large-scale program? How can you creatively package existing assets? What are some of the key trends that are leading to new advertising revenues?
Class 3: Inside the Agency
How do you approach an agency? What are the different roles within an agency? How are decisions made? How do agencies interact with their clients? What do agencies expect you to know about your site? How should you deliver this information?
Class 4: Introduction to Ad Sales/National and Local Advertising
This course is meant to provide a basic understanding of online advertising strategy development. How do you develop a rate card and media kit? How do you gather audience information? What makes your site compelling to local and national advertisers? When should you go direct to a customer versus going through an advertising agency? What are the key terms that you need to know (e.g., insertion order, make goods) when dealing with national advertisers? How do you build out a local advertising sales force?
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Where
902 Broadway, 4th Floor
New York
10010
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General Assembly
General Assembly is a campus for technology, design, and entrepreneurship. We provide educational programming, space, and support to facilitate collaborative practices and learning opportunities across a community inspired by the entrepreneurial experience.
