This document discusses media management and planning. It defines different types of media including print, broadcast, outdoor, and internet advertising. It describes key characteristics of each media type and considerations for setting media objectives and strategies. The objectives are reach, frequency, continuity, and cost. Media planning and strategy involve decisions about promoting to the target audience within the media budget by selecting appropriate media and scheduling.

1. MEDIA
MANAGEMENT

2. Content
Types of media.
Characteristics of media.
Setting media objective.
Considering key media concept.
Media planning.
Media strategy .

3. Types of Media
Print media .
Broadcasting media.
Outdoor advertising media.
Direct advertising media.
Internet advertising media .

4. Characteristics of advertising
media
HERE ARE FEW CHARACTERISTICS OF MEDIA ACCORDING TO THEIR TYPES-:
1.Print media -:
 Newspaper is a better option to provide detailed information.
 A publication have different editions for different areas, so there is a
geographic flexibility in newspaper.
Newspaper have different sections, so there is opportunity of targeting special
interest groups.

5. 2. Broadcasting media ( TELIVISION , RADIO)
 It is more impact-full as it is the combination of sound, sight, and motion.
It has broad reach and mass coverage.
It is highly intrusive medium.
It has high absolute cost but cost per thousand is moderate.
 It can reach out to remote audiences,
It is most cost efficient among all mass media,
Radio can reach mobile population,
Radio has local market identification.

6. 3. Outdoor advertising media -: (MAGZINES,RAILWAYS)
 There are magazines for sports, corporate, business, women. children, etc., so we can say
magazines have specific audience selectivity, as they are specialized.
Magazines have longer life.
Magazines provide them opportunity for message scrutiny, and geographic and demographic
flexibility.
It can approach almost every urban and rural area’s population.
 It is cost reliable for a large population .

7. Cont--
Outdoor media is easily noticeable, and it provides 24 hours coverage.
Outdoor is location specific media, it has local market presence.
Outdoor media is Cost efficient medium.
It can be good reminder media.

8. 4. Internet advertising media -:
 Global Nature.
 Interactivity.
 Accessibility.
 Re-publication.
 Long-Term Impact — Permanent Archives. Etc.

9. Setting Media Objective
There are five key media objectives :
Reach.
Frequency.
Continuity (continuous, pulsating,discontionous).
Cost.

10. Considering key Media Concept
Reach
Frequency
Gross rating points
Target ratings points
Coverage
Cost per rating point

11. Media Planning
Media planning is the set of decisions involved in the promotion.
Media planning is a decision process regarding use of advertising time.
Media planning helps to control wasteful advertising.

12. Media Strategy
The component of media strategy are:
Target audience
Media budgeting
Media selection
Media scheduling