Strategic Media Planning and Buying

ISBN: 978-93-5479-197-0
Verlag: SAGE Publications

Buch, Englisch, 492 Seiten, Format (B × H): 184 mm x 241 mm

Strategic Media Planning and Buying explains the complexities of planning in a fast-moving, non-complex style. The textbook talks about the basic concepts used in media with examples from Indian context. It introduces media research and details out research concepts and data collection methodologies, and explains the utility and applications of the data. The latter part of the book deals with the practical nuances of planning such as Media Mix selection, Media Vehicle selections and Media Buying across all types of media. In a fast-changing media landscape, this book fills an important knowledge gap and presents an updated view on how media could be leveraged to build brands.

The book will serve as a useful resource for media and marketing students as well as practitioners.

Online Resources: https://study.sagepub.in/rathore_Smpam

Autoren/Hrsg.

Rathore, Basant

Inhaltsverzeichnis

List of Figures
List of Tables
Foreword by Amit Ray
Preface
Acknowledgements
Chapter 1 – Basic Concepts
Chapter 2 – Media Research
Chapter 3 – Effective Frequency and Effective Reach
Chapter 4 – Marketing Strategy and Media
Chapter 5 – Media Strategy Planning Decisions: Who Is the Target Audience?
Chapter 6 – Media Strategy Planning Decisions: Where? Identifying Geographic Markets and Prioritizing Them
Chapter 7 – Media Strategy Planning Decisions: When to Advertise?
Chapter 8 – Dimensions of Media Strategy: How Much?
Chapter 9 – Principles of Strategy Planning
Chapter 10 – Media Mix Selections
Chapter 11 – Vehicle Selection I: Traditional Media
Chapter 12 – Vehicle Selection II: Digital Media
Chapter 13 – Media Buying
Chapter 14 – Media Marketing
Chapter 15 – Advertising Budget Setting
Chapter 16 – Media Briefing
Chapter 17 – Organizational Structures in Media
Glossary
Index

Über Autor(innen)

Rathore, Basant
Basant Rathore is Sr VP, Strategy, Brand and Business Development at the Jagran Group.

During his 25 years of immersive media experience across the entire media value chain, he has worked at media agencies like Ogilvy, Mudra, Mindshare and Madison where he has planned and bought media for leading brands across diverse categories ranging from Chocolates to Automobiles. He has launched media brands across domains, developed a diversification strategy, worked on brand consolidation, advertising revenue planning, brand management, research, managed corporate communications, PR, and business development.



An alumnus of MICA, and Shri Ram College of Commerce, he has conducted over 30 media workshops for working professionals and has taught Media Management at MICA for over 10 years as a visiting faculty. He has also conducted lectures at XIM Bhubaneshwar, IMT Ghaziabad, Flame University, Symbiosis Institute of Media & Communications, and at Bennett University.

He believes media is a powerful force that’s fundamental to citizenship in modern society. As a deeply passionate media professional, he is committed to finding innovative ways by which this powerful force can be leveraged to empower citizens, to entertain audiences, bring alive brand communication ideas and create value for all stakeholders. His passion for the discipline of media keeps him deeply vested in his profession, and to constantly keep learning.