The document discusses the history and evolution of media agencies and appointment of advertising agencies of record (AORs) in India. It covers key aspects of strategic media planning conducted by AORs such as consumer insights, objective setting, effective frequency setting, and various tools and models used. The roles and challenges of AORs in large media planning and buys are also summarized.

1. Media Agency & AoR Business By Prof. Indrani Sen

3. Strategic Media Planning (SMP) Strategic Media Planning Implementation Planning g

12. Mike Von Gonten X-10 experiments

13. Adstock effect

14. Proprietary Tools: Some Examples

15. TOOLS : CHOOSER, MAP, RADAR, IMnovations

16. CONSUMER INSIGHTS: IT ALL BEGINS HERE We discover the secrets that drive consumer behavior. We move far beyond the questions about what people want and start looking at what they care about. How they spend their time and money. And ultimately, how they define themselves. These are the Passion Groups. CONTACT INNOVATION: CREATING UNIQUE MEDIA PROPERTIES If we know who they are, what they want, and what they do, then we can unearth new ways to interact with them. If there isn't a media solution to our clients' problems, we create a solution. We develop unique media properties and will pursue the opportunity to create any environment. We are not afraid to be pioneers and explorers.

17. MINDSHARE ATG TOOLKIT AdSales TM - Econometric Modeling AdMind TM - Modeling Consumer Opinions AdInvest TM - Budget Allocation AdMix TM - Mixed Media Planning AdResponse TM - Response Curve Generator AdPhase TM - Media Phasing

37. Large Deals Not necessarily the best rates

38. Small Deals Not necessarily the worst either...

39. Big campaigns Mammoth tasks Big budgets Big trouble Buyer tasks becomes COMPLEX MAGIC.

42. Pitfalls: Increased Accountability So, what did India Got Talents achieve last weekend? TREND #3

46. The business is still good and there is no threat in immediate future….