The document discusses media planning strategies for advertising. It defines media as television, radio and newspapers used for mass communication. It lists different types of media like newspapers, magazines, yellow pages, radio, television, direct mail, telemarketing, specialty advertising, SMS marketing and online advertising. The document also discusses media research, how it studies the social, psychological and physical aspects of different media. Media planning involves decisions around delivering messages to targeted audiences, including costs, dates, markets, reach and frequency. It outlines the steps in developing a media plan as market analysis, objectives, strategies, implementation, and evaluation.
2. *
*Role of media
*Types of media
*Advantages & disadvantages
*Media research and ad decisions
*Media planning, selection & scheduling
strategies
2Presented by: Ms. Himani
3. Presented by: Ms. Himani 3
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*It is the main means of
mass communication
(television, radio, and
newspapers) regarded
collectively.
6. *
*Media research is the study of the social, psychological and
physical aspects and effects of the different ad media.
*For eg. How much time do people spend with a particular
medium?
*How does the media work?
*What technology does it involve?
*How much does it cost?
*Who will have access to the new medium?
*Is the medium effective?
6Presented by: Ms. Himani
7. *
*Media planning is the series of decisions involving the
delivery of message to the targeted audience.
*It is a market plan for campaigning that includes costs,
running dates, markets, reach, frequency, rationales &
strategies.
*Steps in developing media plan:
*Market analysis
*Establishing media objectives
*Determining media strategies
*Implementation of media plan
*Evaluation and follow up
7Presented by: Ms. Himani
