Free course

The Advertising Academy

How modern advertising actually works — what a media budget buys, how to aim it, and how to tell whether it worked. Written by the team that runs the media, not by a course company.

Modules: 6
Lessons: 30
Hours: 4.7
Glossary terms: 100

Free, no signup. Also available offline in ArcPlanner Go for iPhone.

Module 15 lessons · 41 min

Foundations

What advertising buys, and how to aim it.

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Module 25 lessons · 45 min

Audience

Turn a buyer description into a reachable audience.

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Module 35 lessons · 48 min

Channels

Give every channel a job it alone can do.

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Module 45 lessons · 48 min

Building the Plan

From budget to a defensible allocation.

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Module 55 lessons · 52 min

Measurement

Evidence that survives scrutiny.

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Module 65 lessons · 48 min

Optimization

Turn performance data into better decisions.

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Field Guide

100 advertising terms, defined plainly — from CPM and incrementality to MFA and view-through.

Rather have us run it?

The course teaches what we do. If you'd rather not do it yourself, we run media for agencies and brands — no retainer.

Start a free test campaign