Professional Documents
Culture Documents
CHapter MP
CHapter MP
Planning
Role of Media in
Business
1. Information
2. Competition
3. Market Share
4. Improve responsiveness
5. Effective Marketing
6. Find Customers
7. Image Management
8. Going Global
9. Spreading Awareness
10. Popularizing a Brand
Impact of Marketing
Objectives on Media
1.
Planning
Increases sales
2. Build Brand awareness
3. Growth of Market share
4. Launch new products or services
5. Target new customers
6. Enter new markets internationally
and locally
7. Improved stakeholder relations
8. Enhance customer relationships
9. Improved internal
communications
10. Increased profit
Factors Influencing
Media Planning
Decision
1. Media – TG, Frequency, Continuity,
Coverage, Impact, Media cost and
availability
2. Objective of the campaign
3. Market of the Product
4. Budget available
5. Competitive Strategy
6. Coverage and exposure
7. Nature of product
Factors Influencing
Media Planning
Decision
8. Nature of the customers – age, sex,
education, income, personality,
attitude, No. of Customers
9. Nature of message
10. Media cost
11. Media frequency
12. Media image
Role and Importance of Media in
Consumer Buying Decision
1. Consumer satisfaction
2. Encourage review
3. Information processing
• Exposure – Attention –
Comprehension – Yielding – Intention
– Behavior
4. Outsourcing
5. Timely presentation
6. Matching Vehicle and
audience
7. Know the audience
8. Display advertising
9. Choosing media channels
10. Knowledgeable media
planners
Role of Media
Planner
1. Conduct Media Research
2. Determine media
objectives and strategies
3. Determine the media mix
4. Do the actual media buy
5. Preparation
6. Implementation
Challenges of Media
Planning
1. Media mix
2. Target market coverage
3. Geographic coverage
4. Scheduling
5. Reach vs Frequency
6. Creative aspects and mood
7. Flexibility
8. Budget Considerations
Organisational
structure of media
company
Media companies are today one of
the most accredited and busy
companies in the industry. A media
company may specialize themselves
working in one field or may get itself
involved in various field. The Media
Company is broadly categorized in
following departments
Creative Department
This department majorly incorporates the
following job positions which are also
arranged in a manner of highest job
position at the top and then proceeding
further –
Creative Director – These professionals
are required to develop the conceptual
designs to meet up the requirements of the
client in order to advance the company’s
brand. These are required to figure out the
best ways for visually presenting a
company’s identity.
Art Director – Art directors are
expected to design materials
for clients and represent their
company expectantly.
Copywriter – The major job
duties include persuading
customers to purchase a new
product or demonstrating why a
business needs a specific
service.
Production Artists – These are
fresher hired at entry level.
Public Relations Department – the chief
responsibility of a PR dept is to maintain a
cordial relationship with all its stakeholders
namely, advertising agency clients, media,
Govt and society at large. This dept attempts
to create a positive image of the company in
the minds of all stakeholders.