One of the very important requisites of a media planner is familiarity with media choices and various sources of media information. Media information is available from sources within the media itself as well as external sources. Some of the media…

The media planner has to know the capacity of the major media types to deliver reach, frequency, and impact. The major advertising media along with their costs, advantages, and limitations are to be well understood.

Media buying agencies also referred to as the Agencies of Record (AORs) have emerged in the recent past. They can be defined as the middlemen or space buyers. Their function, as seen by industry observers is to provide service to,…

Planning and Buying are two parts of single operations : spending effectively the advertiser’s money. The two cannot in practiced be separate. The former is the strategy formulation while the later talks about the implementation of the plan. The two…

The People Meter is the measurement device at the heart of the audience measurement system. There are two primary functions that the meter system has to fulfill

After the objectives are defined there is a need to evaluate each media in order to reach a conclusion about the type of media that will be most effective for the accomplishment of the objectives.

Case: AT SSC&B LINTAS MEMBER: INTERPUBLICGROUP (USA) Agency Business Process diagram  

After all the inputs from various meetings a strategic sketch is created which will  flow  draft media and creative strategies. These will be submitted to the client for his approval and it is usual for those who have been involved…

Every media plan begins with target audience. The target audience can be classified in terms of age, sex, income, education, occupation and other variables. The audience can also be classified as children teenagers, yound adults, office goers, newly married couples,parents,…