Strategic Media Planning and Buying

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Sprache: Englisch

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Beschreibung

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers.

Über den Autor

Basant Rathore is Senior VP, Strategy, Brand and Business Development at the Jagran Group, India. He has worked at media agencies like Ogilvy, Mudra, Mindshare and Madison. An alumnus of MICA, Ahmedabad, he has conducted over 30 media workshops. Over the last decades he has been a visiting faculty at MICA, IIMC, XIM Bhubaneshwar, IMT Ghaziabad and Flame University, among others.

Inhaltsverzeichnis

List of Figures. List of Tables. Foreword. Preface. Acknowledgements. 1. Basic Concepts 2 Media Research 3 Effective Frequency & Effective Reach 4 Marketing Strategy & Media 5 Media Strategy Planning Decisions - Who is the Target Audience? 6 Media Strategy Planning Decisions - Where? 7 Media Strategy Planning Decisions - When to advertise? 8 Dimensions of Media Strategy - How much? 9 Principles of Strategy Planning 10 Media Mix Selections 11 Vehicle Selection I - Traditional Media 12 Vehicle Selection II - Digital Media 13 Media Buying 14 Media Marketing 15 Advertising Budget Setting 16 Media Briefing 17 Organizational Structures in Media. Index.

Details

Bundesland:	Asien
Erscheinungsjahr:	2024
Fachbereich:	Allgemeines
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781032724577
ISBN-10:	1032724579
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Rathore, Basant
Hersteller:	Routledge India
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 24 mm
Von/Mit:	Basant Rathore
Erscheinungsdatum:	31.05.2024
Gewicht:	0,667 kg