Strategic Media Planning and Buying
Integration of Traditional and Digital Media
- 440 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
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.
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Information
Table of contents
- Cover Page
- Half Title page
- Title Page
- Copyright Page
- Dedication
- Contents
- Figures
- Tables
- Foreword
- Preface
- Acknowledgements
- 1 Basic Concepts
- 2 Media Research
- 3 Effective Frequency and Effective Reach
- 4 Marketing Strategy and Media
- 5 Media Strategy Planning Decisions – Who Is the Target Audience?
- 6 Media Strategy Planning Decisions – Where?: Identifying Geographic Markets and Prioritizing Them
- 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