PGDAM - 2016
Himmat patel - 29
Topic – Media planning and buying

What is Media Planning ?
■ Definition: the process of deciding how to
most effectively get your marketing
communications seen by your target audience.
■ Definition: The design of a strategy that
shows how investments in advertising time and
space will contribute to achievement of
marketing objectives.

■ Media planning that requires knowledge of both
marketing and mass communication skills is the process
of determining deals with the biggest portion of the
advertiser’s budget in terms of cost for buying placement
of advertisement.
■ Media planners have two main roles of analysing the
market and evaluating media channel effectiveness in
order to place the advertising message before a target
audience.

Media planners perform four basic functions:
1. Conduct media research
2. Determine media objectives and strategies
3. Determine the media mix
4. Do the actual media buy

Media objectives
■ Media objectives are in harmony with the
advertising and the marketing plans.Thus
while launching a new product or
repositioning an existing product, there are
specific objectives which will guide our
media decisions.

The Media Planning Steps?
There are broadly 4 elements
• 1.Target Audience
• 2. Communication Goals
• 3. Media Strategies
• 4. Designing MediaTactics (media
selection)

Media buying
Role of Media Buyer
1. Provide inside information to the media
planner
2. Selecting the media vehicle
3. Negotiating the price
4. Monitoring the Media vehicle
5. Post campaign evaluation

■ Indian readership survey / audit bureau of circulation
■ TAM / RAM
■ SEC and New Consumer Classification System (NCCS)

Thank you
Himmat patel - 29