Strategic Media Planning and Buying: Integration of Traditional and Digital Media [Paperback]

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 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.

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 medilCÅ