Basant Rathore (India Sr. Vice President at Jagran Group)

Strategic Media Planning and Buying

Integration of Traditional and Digital Media

• Broschiertes Buch

Produktbeschreibung

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 420
• Erscheinungstermin: 31. Mai 2024
• Englisch
• Abmessung: 156mm x 234mm x 26mm
• Gewicht: 664g
• ISBN-13: 9781032724577
• ISBN-10: 1032724579
• Artikelnr.: 69484683

Autorenporträt

Basant Rathore is Senior VP, Strategy, Brand and Business Development at the Jagran Group, India. He has worked at media agencies like Ogilvy, Mudra, Mindshare and Madison. An alumnus of MICA, Ahmedabad, he has conducted over 30 media workshops. Over the last decades he has been a visiting faculty at MICA, IIMC, XIM Bhubaneshwar, IMT Ghaziabad and Flame University, among others.

Inhaltsangabe

List of Figures. List of Tables. Foreword. Preface. Acknowledgements. 1.
Basic Concepts 2 Media Research 3 Effective Frequency & Effective Reach 4
Marketing Strategy & Media 5 Media Strategy Planning Decisions - Who is the
Target Audience? 6 Media Strategy Planning Decisions - Where? 7 Media
Strategy Planning Decisions - When to advertise? 8 Dimensions of Media
Strategy - How much? 9 Principles of Strategy Planning 10 Media Mix
Selections 11 Vehicle Selection I - Traditional Media 12 Vehicle Selection
II - Digital Media 13 Media Buying 14 Media Marketing 15 Advertising Budget
Setting 16 Media Briefing 17 Organizational Structures in Media. Index.