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.

List of contents

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.

About the author

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.

Summary

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.

Product details

• Authors: Basant Rathore, Basant (Sr. Vice President At Jagran Grou Rathore
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 31.05.2024
• EAN: 9781032499826
• ISBN: 978-1-0-3249982-6
• No. of pages: 420
• Subjects: Non-fiction book > Politics, society, business > Society; Social sciences, law, business > Media, communication > Communication science; Media Studies, LANGUAGE ARTS & DISCIPLINES / Journalism, Economics, BUSINESS & ECONOMICS / Economics / General, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, BUSINESS & ECONOMICS / Industries / Media & Communications, India, Press & journalism, Communication Studies, News media and journalism