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Module 3 MPM
Module 3 MPM
TYBMS VI SEM
MODULE 3-SYLLABUS
MODULE 3 SYLLABUS
“ The man who stops advertising to save money is the man who stops the
clock to save time”
FACTORS TO BE CONSIDERED WHILE
FRAMING A BUDGET
1. STATUS QUO
2. INFLATION ADJUSTED
3. ADVERTISING SALES
4. CASE RATE AND ADVERTISING MARGIN METHOD
5. SHARE OF MARKET
6. YARDSTICK METHOD
7. EFFECTIVE FREQUENCY AND REACH METHOD
8. MARGINAL ANALYSIS
9. ROI BASED APPROACH
10. EXPERIMENTAL APPROACH
11. BREAK EVEN PLANNING
METHODS OF SETTING MEDIA BUDGET
STATUS QUO:
2. INFLATION ADJUSTED
3. ADVERTISING SALES
5. SHARE OF MARKET
6. YARDSTICK METHOD
Uses a yardstick to determine what the revenues and profits have been if the
situation had not taken place.
To calculate loss , past revenues and profits might act as yardstick against
which revenues and profits for the damage period are compared.
Experts may use media projections as the yardstick e.g., industry average is
taken as yardstick.
Ex: Industry average is taken as yardstick , this method is often called
benchmark method.
METHODS OF SETTING MEDIA BUDGET
8. MARGINAL ANALYSIS:
MEDIA BUYING :
In Media Buying, media and media vehicles are selected for the
purpose of advertising and in media operations, suitable
arrangements are made for the publication of advertisement in the
newspaper.
ROLE OF MEDIA BUYER
PRESENTATION
POWER OF
BUYING BRIEF DEAL
RELATIONSHIPS
MANAGEMENT
ENVIRONMENT BENCHMARKIN
POST BUY
AL ANALYSIS G BUYING PLAN
SCIENCE OF
ART OF BUYING
BUYING
MEDIA BUYING PROCESS
3. SCIENCE OF BUYING
Buying represents softer side of media.
The main function of media buying is negotiation with
media owner and clients.
1. TV (Tracking media performance, benchmarking past
deals. Channel consideration set, competitors' buying
strategy.
2. PRINT ( Tracking media performance, benchmarking past
deals, publication consideration set,
MEDIA BUYING PROCESS
4.ART OF BUYING
Art of Buying is done with touch of beauty whereby
both parties remain content and happy.
A good buy depends on:
Knowledge and acumen of the buyer.
Negotiation skills of the buyer and
Relationship with media partners.
MEDIA BUYING PROCESS
6.POWER OF RELATIONSHIPS:
The most important property of human beings is the
capacity to form and maintain relationships.
8. POST BUY:
Post buy deals with a question of accountability.
Media buyer can buy space in the publication, schedule
it on TV at the appropriate time and put in the website
correctly.
Print Post buy