This document discusses media budgeting, buying, and scheduling. It defines a media budget as an estimate of promotional spending over a period of time to accomplish marketing objectives. When creating a budget, a company must weigh the value of spending an advertising dollar against the revenue it generates. Media buying involves negotiating with media owners to purchase advertising time and space. The objectives of media buying are to achieve the desired reach and frequency, use appropriate social media, define goals, and remain in good standing with media owners.

1. MEDIA BUDGETING,
BUYING AND
SCHEDULING

2. MEANING OF
MEDIA BUDGET
An Media budget is an estimate of a company's
promotional expenditures over a certain time period. More
importantly, it is the money a company is willing to set aside
to accomplish its marketing objectives. When creating an
Media budget, a company must weigh the value of spending
an advertising dollar against the value of that dollar as
recognized revenue.

3. FACTORS TO BE CONSIDERED WHILE FRAMNG A BUDGET
ADVERTISING TASK
COMPETITION FRAMEWORK
MARKET DOMINANCE
MARKET COVERAGE
MEDIA COST
MARKET TASK
PRICING
FREQUENCY OF PURCHASE
FREQUENCY OF ADVERTISING

4. IMPORTANCE OF
MEDIA BUDGET
PROVIDES PROPER DIRECTION TO MEDIA EXPENDITURE
FACILITATES MEDIA PLANNING AND EXECUTION
ACTS AS CONTROLLING DEVICE IN MEDIA EXPENDITURE
FACILITATES SELECTION OF SUITABLE MEDIA
GUIDES MANAGEMENT INMEDIA ACTIVITIES
KEEPS MEDIA EXPENDITURE WITHIN THE LIMITS
INTRODUCES RATIONAL APPROACH IN MEDIA
FACILITATES EVALUATION OF MEDIA EXPENDITURE

5. METHODS OF
SETTING MEDIA BUDGET
 STATUS QUO
 INFLATON ADJUSTED
 ADVERTISING SALES
 CASE RATE AND ADVERTISING MARGIN METHOD
 SHARE OF MARKET
 YARDSTICK METHOD
 EFFECTIVE FREQUENCY AND REACH METHOD
 MARGINAL ANALYSIS
 ROI BASED APPROACH

6. MEDIA BUYING
MEDIA BUYING MEANS SUITABLE NEGOTIATION WITH THE
MEDIA, TO PURCHASE TIME AND SPACE FOR THE PURPOSE
OF ADVERTISING.

7. ROLE OF MEDIA BUYER
SPACE AND TIME BOOKING
EMPLOYMENT OPPORTUNITIES
JOB DESCRIPTION
JOB PROFILE
LIASION WORK
RESEARCH ANALYSIS
MANAGERIAL DUTIES

8. OBJECTIVES OF MEDIA
BUYING
TO ACHIEVE DESIRED REACH AND FREQUENCY
TO USE SOCIAL MEDIA AS REQUIRED
TO DEFINE WHAT IS IS TO BE ACCOMPLISHED
TO MAKE GOALS MEASURABLE AND ACTIONABLE
TO BE DIRECT AND TO THE POINT IN MEDIA PLANNING
TO SERVE TARGET AUDIENCE THROUGH MEDIA MIX
TO EXPLORE INTERNET ADVERTISING
TO REMAIN IN GOOD BOOKS OF MEDIA OWNERS.