Media Planning & Management University of Mumbai BMS 6th Sem Notes
9th April 2020 1 By indiafreenotesLast updated on April 7th, 2023 at 08:25 pm
Unit 1 Overview of Media and Media Planning {Book} | |
Meaning of Media & Features of Media | VIEW |
Meaning of Media Planning, Scope of Media planning | VIEW |
Media Planning Elements | VIEW |
Role of Media in Business | VIEW |
Media Planning Process | VIEW |
Impact of Marketing Objectives on Media Planning, Factors Influencing Media Planning Decisions | VIEW |
Role and Importance of Media in Consumer Buying Decision | VIEW |
Role of Media Planner, Challenges of Media Planning | VIEW |
Organization Structure of Media Company | VIEW |
Regulatory Framework and Legal Aspects in Media Planning | VIEW |
Media Research Meaning, Role and Importance | VIEW |
Sources of Media Research: Audit Bureau of Circulation, Press Audits, National Readership Survey/IRS, Businessmen’s Readership Survey, TRP, | VIEW |
Sources of Media Research: National Television Study, ADMAR Satellite Cable Network Study, Reach and Coverage Study, CIB Listenership Survey | VIEW |
Unit 2 Media Mix and Media Strategy {Book} | |
Media Mix Meaning, Need for Media Mix | VIEW |
Identifying Audience for Mass Media | VIEW |
Factors Affecting Media Mix Decision | VIEW |
Types of Media Mix Decisions: Broad Media Classes, Media Vehicles, Media Units | VIEW |
Deciding Ideal Media Mix | VIEW |
Media Choices: | |
Print Meaning Factors Affecting Selection of Print Media Decisions, Types of Print Media, Advantages and Limitations | VIEW |
Television Media: Meaning, Factors Affecting Selection of Television Media Decisions, Advantages and Limitations | VIEW |
Radio Media: Meaning, Factors affecting Selection of Radio Media Decision, Advantages and Limitations | VIEW |
Out of Home (OOH): Meaning, Types of OOH, Factors Affecting OOH Planning Decision, Advantages and Limitations | VIEW |
Emerging Media: | |
Online, Mobile, Gaming, In flight, In Store, Interactive Media | VIEW |
Media Strategy: | |
Media Strategy: Meaning, Need for Media Strategy, Situation Analysis for Media Strategy and its Components | VIEW |
Steps in Formulating Media Strategies: Defining the Target Group, Market Prioritization, Media Weights, Media Mix, Media Scheduling | VIEW |
Unit 3 Media Budgeting, Buying & Scheduling {Book} | ||
Media Budget Meaning | VIEW | VIEW |
Factors to be considered while Framing a Budget: Advertising Task, Competitive Framework, Market Dominance, Market Coverage, Media Cost, Market Task, Pricing, Frequency of Purchase | VIEW | |
Importance of Media Budget | VIEW | VIEW |
Methods of Setting Media Budget: Status Quo, Inflation Adjusted, Advertising Sales, Case Rate & Advertising Margin Method, Share of Market | VIEW | |
Methods of Setting Media Budget: Yardstick Method, Effective Frequency & Reach Method & Margin Analysis ROI Based Approach, Experimental Approach, Break Even Planning | VIEW | |
Media Buying: Meaning, Role of Media Buyer, Objectives of Media Buying | VIEW | |
Media Buying Process: Buying Brief, Environmental Analysis, Science and Art of Buying, Benchmarking Buying Plan Presentation Deal Management and Post Buy | VIEW | |
Buying brief: Concept & Elements of Buying Brief, Art of Media Buying Negotiation in Media Buying, Plan Presentation and Client Feedback | VIEW | |
Criteria in Media Buying | VIEW | |
Media Scheduling Meaning, Importance | VIEW | |
Factors Affecting Scheduling: Sales Pattern, Purchase Cycle, Product Availability, Competitive Activity, Marketing Task, Budget Constraints, Target Group | VIEW | |
Scheduling Patterns; Continuity, Flighting, Pulsing | VIEW | |
Scheduling Strategies for Creating Impact: Road Block, Day or Day part | VIEW | |
Emphasis, Multiple Spotting, Teasers |
Unit 4 Developments in International Marketing {Book} | |
a) Media Measurement: Basic Metrics: Reach, Cumulative/Frequency Reach, Discrete & Cumulative distribution, Average Opportunity to See (AOTS), Effective frequency/Reach | VIEW |
Television Metrics: Dairy v/s PeopIemeter, TRP/TVR, Program Reach & Time Spent, Stickiness Index, Ad Viewership | VIEW |
Radio Metrics: Arbitron Radio Rating | VIEW |
Print Metrics: Circulation, Average Issue Readership (AIR), Total or Claimed Reader, Sole or Solus reader | VIEW |
OOH Metrics: Traffic Audit Bureau (TAB) | VIEW |
Benchmarking Metrics: Share, Profile, and Selectivity Index | VIEW |
Plan Metrics: Gross Rating Points (GRP), Gross Impressions (GI), Share of Voice (SOV) | VIEW |
Evaluating Media Buys | |
Evaluating Television Media Buying: Dysfunctional Card Rate, Secondary and Effective Rate, Deal Composition, Cost Per Rating Point (CPRP), Reach Delivered by the Buy, Visibility Spots, Bonus Percentage, Upgrades and Spot Fixing, Sponsorships | VIEW |
Evaluating Print Media Buying: Discount on Rate Card, Negotiated Rate, Cost Per Thousand (CPT), Market Share Incentives, Readership v/s Circulation Track, Growth Incentives, Combination Rate Incentives, Full Page Discounts and Size Upgrades, Discount for Colour Ads, Date Flexibility Incentives, Positioning, Innovations | VIEW |
Evaluating Other Media Buys: Radio Buys, Outdoor Buys, Cinema Buys, Internet Buys, and Mobile Buys | VIEW |
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