1st Edition
Strategic Media Planning and Buying Integration of Traditional and Digital Media
This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers.
The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning – like media mix selections, media vehicle selections and media buying across all types of media.
This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business.
List of Figures. List of Tables. Foreword. Preface. Acknowledgements. 1. Basic Concepts 2 Media Research 3 Effective Frequency & Effective Reach 4 Marketing Strategy & Media 5 Media Strategy Planning Decisions – Who is the Target Audience? 6 Media Strategy Planning Decisions – Where? 7 Media Strategy Planning Decisions – When to advertise? 8 Dimensions of Media Strategy – How much? 9 Principles of Strategy Planning 10 Media Mix Selections 11 Vehicle Selection I – Traditional Media 12 Vehicle Selection II – Digital Media 13 Media Buying 14 Media Marketing 15 Advertising Budget Setting 16 Media Briefing 17 Organizational Structures in Media. Index.
Biography
Basant Rathore is Senior VP, Strategy, Brand and Business Development at the Jagran Group, India. He has worked at media agencies like Ogilvy, Mudra, Mindshare and Madison. An alumnus of MICA, Ahmedabad, he has conducted over 30 media workshops. Over the last decades he has been a visiting faculty at MICA, IIMC, XIM Bhubaneshwar, IMT Ghaziabad and Flame University, among others.
