Training and seminars
The Periodical Training Council (PTC) offer PPA training courses to DPA members at the PPA member rate.
A selected number of relevant courses will be detailed on this page; if you would like to view the full programme please visit the PPA Training website
Upcoming courses
June 2010
Advanced online sales
Monday 14 June 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Display sales staff with a minimum of six months' online experience or those who have already attended the introductory course.
Course content:
* key trends of digital and market overview – what's new and what's
next?
* the digital landscape in perspective – where do you fit?
* the role of digital in the media mix
* how are agencies and clients being affected and what does this mean for
you?
* understand how digital is planned and how sites/platforms are evaluated
* trading currencies and how this impacts your business
* new commercial opportunities
Cost: £475 + VAT DPA members
£525 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
Budgeting and forecasting for advertising sales
Friday 18 June 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
This crucial business task is one that requires a distinct process and clear thinking. Senior managers require ad managers to demonstrate accuracy and logic with every variable explored. Delegates will be shown a clear and easy to use process and also be given the tools to implant good practice into their business.
Suitable for: Advertising managers or those of a level where forecasting is a significant part of the job.
Course content:
* ad sales budgeting and forecasting explained from a board perspective
* managing confidence upwards
* required metrics
* scientific client prediction
* understanding the ad sales psyche
* unforeseen event prediction
* securing the numbers – how to plan for contingency
* linking to strategy and business planning
* taking the risk out of the numbers
Cost: £415 + VAT DPA members
£460 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
Media Law and the internet
Monday 21 June 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Principally journalists and anyone who needs to improve their knowledge of the legal aspects of publishing material on their website. Not for experienced media lawyers.
Course content:
* differences and similarities between libel in print and on the web
* potential danger areas posed by electronic publishing including chat rooms,
reader forums, archives and emails
* grey areas of internet law
* jurisdiction – the internet is a global medium so where can we be
sued?
* is it safe? Defences to libel and techniques to avoid trouble with web
material
* malicious falsehood – what it is and how it can be applied to material
on the web
Cost: £405 + VAT DPA members
£450 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
July 2010
Selling the benefits
Friday 2 July 2010
Time: 09.30 - 12.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Sales executives with up to six months' experience who are ready to fine tune their sales skills.
Course content:
* where benefit selling fits within the whole sales process
* the importance of presenting the benefits to clients and not just the
features
* understanding business from the point of view of the client
* features, advantages and benefits – understand the meaning of each
term
* developing a grid for all the opportunities available
* tailoring specific benefits to meet the client’s needs
* summarising and paraphrasing along the way
* selling the benefits with a view to closing the sale
Cost: £240 + VAT DPA members
£280 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
Creative techniques to increase renewals
Tuesday 6 July 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Subscription and circulation marketing directors, managers and executives. Fulfilment company management.
Course content:
* importance of fulfilment timing: renewal at birth, ‘early bird’,
number of efforts, relating offers to source: incentives/premiums/prize
draws, offer variations
* renewal price v acquisition price and direct debit conversion
* letter copy: content, immediacy, product references and detail
* visual styles: letter presentation and graphical content
* email: subject, plain v HTML, word usage, hyperlinks
* response mechanisms, clarity of document, information clutter
* sample sizes and segmentation for testing, tracking efforts, source data
and analysis
Cost: £405 + VAT DPA members
£450 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
Effective telephone sales
Wednesday 28 July 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Sales executives new to media sales and who are looking for effective skills and techniques in telephone selling.
Course content:
* before the call – how to prepare
* starting the call
* finding out the customers' needs
* effective listening
* selling the benefits of the product
* handling resistance
* gaining commitment – getting the business
* using voice and positive language
Cost: £415 + VAT DPA members
£460 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
August 2010
The power of social publishing
Tuesday 10 August 2010
Time: 09.30 - 17.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Suitable for: Editors, subscription marketers, web teams and publishing professionals
Course content:
* how the new interactive user is shaping media consumption
* understanding how readers use the web and what tools you should use
* the power of community – how to generate interest and traffic to
websites
* marketing to social networks – what to do and what not to do
* using social bookmarking tools to increase the visibility of your site
* user-generated content – when and how to encourage it, how and why
to use it
* which new web technologies have become an expected and integral part of
web content, and how to develop the
* case studies of sites engaging with its users to generate traffic and
subscription sales
Cost: £475 + VAT DPA members
£525 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533
Handling objections
Tuesday 17 August 2010
Time: 09.30 - 13.00
Venue: DPA Offices
Address: Queens House, 55-56 Lincoln's Inn Fields, London, WC2A 3LJ
Register: Booking Form
Although objections may seem insurmountable at times, there are only a few different types of objection. Delegates will discover how to identify these and overcome them.
Suitable for: Sales executives with up to 12 months' experience and those looking for new ways to overcome advertiser objections with confidence.
Course content:
* what is an objection?
* at what stage in the sales process are objections voiced?
* how to respond when an objection is fired at you – using probing
questions
* what are the different kinds of objections we face?
* recognising and classifying objection types
* how to deal with the price objection
* using a structured process to avoid confrontation and take a controlled
approach
Cost: £315 + VAT DPA members
£350 + VAT Non members
Register: Booking Form
Booking contact: Sarah-Jane Macgregor
Email: sarah-jane.macgregor@ppa.co.uk
Telephone: 020 7400 7533