Media Planning & Management University of Mumbai BMS 6th Sem Notes

09/04/2020 1 By indiafreenotes
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