| Unit 1 Overview of Media and Media Planning {Book} | |
| Meaning of Media & Features of Media | VIEW |
| Meaning of Media Planning, Scope of Media planning | VIEW |
| Media Planning Elements | VIEW |
| Role of Media in Business | VIEW |
| Media Planning Process | VIEW |
| Impact of Marketing Objectives on Media Planning, Factors Influencing Media Planning Decisions | VIEW |
| Role and Importance of Media in Consumer Buying Decision | VIEW |
| Role of Media Planner, Challenges of Media Planning | VIEW |
| Organization Structure of Media Company | VIEW |
| Regulatory Framework and Legal Aspects in Media Planning | VIEW |
| Media Research Meaning, Role and Importance | VIEW |
| Sources of Media Research: Audit Bureau of Circulation, Press Audits, National Readership Survey/IRS, Businessmen’s Readership Survey, TRP, | VIEW |
| Sources of Media Research: National Television Study, ADMAR Satellite Cable Network Study, Reach and Coverage Study, CIB Listenership Survey | VIEW |
| Unit 2 Media Mix and Media Strategy {Book} | |
| Media Mix Meaning, Need for Media Mix | VIEW |
| Identifying Audience for Mass Media | VIEW |
| Factors Affecting Media Mix Decision | VIEW |
| Types of Media Mix Decisions: Broad Media Classes, Media Vehicles, Media Units | VIEW |
| Deciding Ideal Media Mix | VIEW |
| Media Choices: | |
| Print Meaning Factors Affecting Selection of Print Media Decisions, Types of Print Media, Advantages and Limitations | VIEW |
| Television Media: Meaning, Factors Affecting Selection of Television Media Decisions, Advantages and Limitations | VIEW |
| Radio Media: Meaning, Factors affecting Selection of Radio Media Decision, Advantages and Limitations | VIEW |
| Out of Home (OOH): Meaning, Types of OOH, Factors Affecting OOH Planning Decision, Advantages and Limitations | VIEW |
| Emerging Media: | |
| Online, Mobile, Gaming, In flight, In Store, Interactive Media | VIEW |
| Media Strategy: | |
| Media Strategy: Meaning, Need for Media Strategy, Situation Analysis for Media Strategy and its Components | VIEW |
| Steps in Formulating Media Strategies: Defining the Target Group, Market Prioritization, Media Weights, Media Mix, Media Scheduling | VIEW |
| Unit 3 Media Budgeting, Buying & Scheduling {Book} | |
| Media Budget Meaning | VIEW |
| Factors to be considered while Framing a Budget: Advertising Task, Competitive Framework, Market Dominance, Market Coverage, Media Cost, Market Task, Pricing, Frequency of Purchase | VIEW |
| Importance of Media Budget | VIEW |
| Methods of Setting Media Budget: Status Quo, Inflation Adjusted, Advertising Sales, Case Rate & Advertising Margin Method, Share of Market | VIEW |
| Methods of Setting Media Budget: Yardstick Method, Effective Frequency & Reach Method & Margin Analysis ROI Based Approach, Experimental Approach, Break Even Planning | VIEW |
| Media Buying: Meaning, Role of Media Buyer, Objectives of Media Buying | VIEW |
| Media Buying Process: Buying Brief, Environmental Analysis, Science and Art of Buying, Benchmarking Buying Plan Presentation Deal Management and Post Buy | VIEW |
| Buying brief: Concept & Elements of Buying Brief, Art of Media Buying Negotiation in Media Buying, Plan Presentation and Client Feedback | VIEW |
| Criteria in Media Buying | VIEW |
| Media Scheduling Meaning, Importance | VIEW |
| Factors Affecting Scheduling: Sales Pattern, Purchase Cycle, Product Availability, Competitive Activity, Marketing Task, Budget Constraints, Target Group | VIEW |
| Scheduling Patterns; Continuity, Flighting, Pulsing | VIEW |
| Scheduling Strategies for Creating Impact: Road Block, Day or Day part | VIEW |
| Emphasis, Multiple Spotting, Teasers |
| Unit 4 Developments in International Marketing {Book} | |
| a) Media Measurement: Basic Metrics: Reach, Cumulative/Frequency Reach, Discrete & Cumulative distribution, Average Opportunity to See (AOTS), Effective frequency/Reach | VIEW |
| Television Metrics: Dairy v/s PeopIemeter, TRP/TVR, Program Reach & Time Spent, Stickiness Index, Ad Viewership | VIEW |
| Radio Metrics: Arbitron Radio Rating | VIEW |
| Print Metrics: Circulation, Average Issue Readership (AIR), Total or Claimed Reader, Sole or Solus reader | VIEW |
| OOH Metrics: Traffic Audit Bureau (TAB) | VIEW |
| Benchmarking Metrics: Share, Profile, and Selectivity Index | VIEW |
| Plan Metrics: Gross Rating Points (GRP), Gross Impressions (GI), Share of Voice (SOV) | VIEW |
| Evaluating Media Buys | |
| Evaluating Television Media Buying: Dysfunctional Card Rate, Secondary and Effective Rate, Deal Composition, Cost Per Rating Point (CPRP), Reach Delivered by the Buy, Visibility Spots, Bonus Percentage, Upgrades and Spot Fixing, Sponsorships | VIEW |
| Evaluating Print Media Buying: Discount on Rate Card, Negotiated Rate, Cost Per Thousand (CPT), Market Share Incentives, Readership v/s Circulation Track, Growth Incentives, Combination Rate Incentives, Full Page Discounts and Size Upgrades, Discount for Colour Ads, Date Flexibility Incentives, Positioning, Innovations | VIEW |
| Evaluating Other Media Buys: Radio Buys, Outdoor Buys, Cinema Buys, Internet Buys, and Mobile Buys | VIEW |