Prof.

Avadhesh Yadav

How to solve Media plan case study

Q.1. CASE STUDY:
Create a Media Plan for the new non-stop Mumbai- New York flight
aboard brand new Boeing 777-200 LR. The ticket is priced at 5, 50,000
per seat. The schedule will last two months. The advertisements are in
colour. The budget for the print campaign is three crore (30000000).

Magazine: Single and/ or double spread

Newspaper: Half page
Use rate card given below

Dallies Readership Rates Magazine Readership Rate (

( in sq Full
000’s 000’s
cm) page)
colour
The Times 8092 4110 India Today 6263 660000
of India
The 3947 2085 Outlook 2281 390000
Hindustan
Times

The Hindu 3786 1415 Chitralekha 1250 172500

(Gujarati)
The 1638 1570 The Week 1219 275000
Deccan

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Chronicle
The 1178 2950 Reader’s 2321 120000
Economic Digest
Times
Mid-day 785 339 Outlook 341000 260000
Traveller
Dainik 21244 3132 India Today 10683 375000
Jagran
(HINDI) W
Dainik 17379 2569 Sarita 4191 150000
Bhaskar (Hindi) W
Navbharat 2958 750 Grihshobha 4121 275000
times (Hindi) M

Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w))

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SOLUTION:

Demographic Profile:
Age: 35 to 59
Gender: M/F
Education: Graduate and above
Occupation:
a. Corporate managers both private and public sectors
b. Entrepreneurs
c. Traders
Income: Rs 50,000 and above

Psychographic profile:
a. Frequent travellers
b. Those who are always under time pressure.
c. Those who want to combine business with pleasure

MEDIA PLAN
Vehicles CPM Size No of Reasons for vehicle

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Insertions Amount selection / non

selection
The Times 0.50 4 13152000 Demographics and
of India Psychographic of
the product and
vehicle is a perfect.
CPM IS LOW,
Reach is very high
and very
prestigious
The 0.52 Nil To avoid
Hindustan duplication
Times

The Hindu 0.37 Nil Geographic

selectivity. Its
publish in south
The 0.95 Nil Geographic
Deccan selectivity. Its
Chronicle publish in south
The 2.50 5 11800000 Demographics and
Economic Psychographic of
Times the product and
vehicle is a perfect
match. Though
CPM is high it is
the most

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prestigious for the

Target group.
Mid-day 0.43 Nil Prestige of the
product does not
match with the
prestige of the
vehicle
Dainik 0.14 Nil Geographic
Jagran selectivity. Its
publish in North
Dainik 0.14 Nil Geographic
Bhaskar selectivity. Publish
from Central and
Western India, Not
available in
Mumbai
Navbharat 0.25 3 1800000 For corporate
times managers and
entrepreneurs from
UP and Bihar. Also
to get maximum
discount from TOI
group as a
combination rates
for TOI, ECO
Times and

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Navbharat Times
India 105.38 3 1980000 Most prestigious
Today Business magazine
for TG, Low CPM,
Outlook 170.97 Nil To avoid
duplication also
CPM is very high
Chitralekha 138 3 517500 Chitralekha is very
(Gujarati) popular amongst
Gujarati Traders
and Entrepreneurs
in Mumbai.

The Week 225.59 Nil High CPM to avoid

duplication with
India Today. The
magazine is
popular in south
Reader’s 51.70 Nil The prestige of the
Digest product does not
match with vehicle
Outlook 0.76 3 780000 Low CPM and
Traveller Demographics and
Psychographic of
the product and
vehicle is a perfect

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match.
India 35.10 Nil Hindi speaking
Today readers not the
primary target
(HINDI) W
Sarita 35.79 Nil Geographic
(Hindi) W selectivity and also
the vehicle is
targeting house
wives, not
matching with the
TG of the product
Grihshobha 66.73 Nil Geographic
(Hindi) M selectivity and also
the vehicle is
targeting house
wives, not
matching with the
TG of the product
Total 30029500

Date of Insertions

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1st Week 2nd Week 3rd Week 4th Week

TOI/ ET/IT/CL TOI/NBT/OT ET/IT
ET/NBT

5th Week 6th Week 7th Week 8th Week

TOI/CL/OT ET/IT NBT/CL TOI/ET/OT

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