Strategic Media Planning and Buying: Integration of Traditional and Digital Media

ISBN-13: 9781032724577 / Angielski / Miękka / 2024 / 344 str.

India) Rathore Basant (Sr. Vice President at Jagran Group

Opis

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.

Spis treści

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.

O autorze

Basant Rathore is Sr 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, IIM Calcutta, XIM Bhubaneshwar, IMT Ghaziabad, Flame University, among others.