主题：Howto plan the ideal channel and content mix for a brand？
内容纲要：
1.A speech on the F.A.I.P.A model (1 hour)
Base on the author’s book 'Spending Advertising Money in the Digital Age –How to Navigate the Media Flow' which drawing on multiple data sources…and thenew concept of the ‘media flow’.
2. Briefing on workshop (1/2 hour)
3. Moderating team work on F.A.I.P.A applied todelegates’ campaign examples (1 hour)
Delegatesare invited to bring an example of an advertising and marketing communicationscampaign they have worked on, including the creative work for each channelused, and the media budget allocation to each.
4.Chairing presentations back from delegates to theworkshop (1 hour)
Choose a campaign to assess against the F.A.I.P.A.communications planning model to see how well it fitted, and then report backto the group.