Media

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.

Research Department – the main function is

to carry out research and obtain necessary
information about market, competition,
trends, consumer behavior, etc. the typical
team consists of: Investigators, Field
workers, Analysts, Marketing assistants and
Statisticians
Senior Level - These are the highest
job title attainable in the hierarchy
of Social Media jobs in the media
Company. Following are few
profiles that get hold of middle
level in the hierarchy of Media
Company –
1. Director of Media Company
2. Chief Media Officer
3. Creative Director
4. Media Company Manager
5. General Media Manager
6. Chief Media Executive
7. Media Branch Manager
8. Art Director
9. Section Editor
10. Producer
11. Assistant Media Manager
12. Multimedia designer
Middle Level - This level features all
the job profiles at middle executive
levels. Following are few profiles that
get hold of middle level in the
hierarchy of Media Company –
•Media Administrator
•Copywriter
•Production Artist
•Corporate Communications Specialist
•Reporter
•Program Coordinator
•Public Affairs Specialist
•Media Information Specialist
•Concept Development Manager
•Publicist
Lower Level - The professionals
at this level of hierarchy of
Media Company incorporates
both fresher as well as
experienced one. Following are
few profiles that get hold of
middle level in the hierarchy of
Media Company –
•Media Technical •Technical Writer
Supervisor •Relationship
•Media Information Manager
Officer •Sound Mixer
•Photographer Head •Stage Hand
•Media Information •Media Analyst
Assistant
•Senior Media
•Web development Associates
expert
•Media Mentor
•Social Media
Specialist •Media Associate
•Assistant •Trainee
Photographer
Regulatory Framework
and Legal Aspects in
Media Planning
Agencies involved in self regulation:
a. All India Code for Commercial
Advertising
b. Doordarshan code
c. Advertising Standards Council
of India (ASCI)
d. Advertising Agencies
Association of India (AAAI)
e. Advertising trade associations
Laws Protecting Society and
Consumers

a. Emblems and names act, 1950

b. The companies act, 1956
c. Young Person act, 1956
d. Standards Weight and
Measurement act, 1976
e. The consumer protection act,
1986
Laws Governing
Media
a. Code of Commercial
advertising on Doordarshan
b. Code of Commercial
advertising on All India Radio
c. Code of Commercial
advertising on News
Broadcasters association
d. The Press Council act, 1978
e. Cable Television Network
rules, 1994
 Industry Specific Laws
a. The drugs and cosmetics act, 1940
b. The drugs and magic remedies act,
1954
c. The prize chits and money
circulation schemes act, 1978
d. Infant milk substitutes, feeding
bottles and Infant foods act, 1992
e. The prenatal diagnostic techniques
act, 1994
f. The transplantation of human
organs act, 1994
 Media Research
It is the study of the effects of the
different mass media on social,
psychological and physical aspects.
Research survey that segments the
people based on what television
programs they watch, radio they
listen and magazines they read.
For example: Time a person spends
with a particular medium.
•We need to understand:
•The nature of medium being used
•The working of the medium
•Technologies involved in it
•Difference and similarities between
it and other media vehicles
•Functions and services provided by
it
•Cost associated and access to new
medium
•Effectiveness and how it can be
improved
 Functions of Media
Research
•Vehicle Distribution
•Vehicle Exposure
•Advertising exposure
 Role of Media
Research
•Consumer Insights
•Contributes to new avenues
•Motivation
Importance of Media
Research
•Readers Data
•Rating TV serials
•Useful for media Planners
•Evaluation of various media
 Sources of Media
research
•Population Census
•Annual economic survey
•Indian news and feature
alliance INFA
•Audit Bureau of Circulations
ABC
•National Readership Survey
NRS/IRS
•Television Rating Points TRP
•Press Audits
•ADMAR Satellite cable
•National Television study
•Reach and Coverage study
•CIB listenership study
•Businessman readership survey