The document discusses media planning and selection strategies presented by Ms. Himani. It covers the role of media, types of media, advantages and disadvantages of media, factors to consider like reach and cost, and how to select the right advertising medium. It also discusses media research, the process of developing a media plan which includes market analysis, objectives, strategies, implementation and evaluation.
2. *
*Role of media
*Types of media
*Advantages & disadvantages
*Media research and ad decisions
*Media planning, selection & scheduling
strategies
2Presented by: Ms. Himani
4. *
*Choosing the right ad medium:
*Newspapers
*Magazines
*Yellow pages
*Radio
*Television
*Direct mail
*Telemarketing
*Specialty advertising
*SMS marketing
*Online advertising
4Presented by: Ms. Himani
5. *
*Media research is the study of the social, psychological and
physical aspects and effects of the different ad media.
*For eg. How much time do people spend with a particular
medium?
*How does the media work?
*What technology does it involve?
*How much does it cost?
*Who will have access to the new medium?
*Is the medium effective?
5Presented by: Ms. Himani
6. *
*Media planning is the series of decisions involving the
delivery of message to the targeted audience.
*It is a market plan for campaigning that includes costs,
running dates, markets, reach, frequency, rationales &
strategies.
*Steps in developing media plan:
*Market analysis
*Establishing media objectives
*Determining media strategies
*Implementation of media plan
*Evaluation and follow up
6Presented by: Ms. Himani
