Media Planning and Buying

Cover
Contents
1 Roles and Structures
	1.1 The Changing Context
	1.2 Some Current Day Realites
	1.3 Roles within a Media Agency
	1.4 Media Agency Structures
	1.5 Non-agency Options in the Media Industry
2 Media Basics
	2.1 Basic Metrics
	2.2 Television Mettics
	2.3 Benchmarking Metrics
	2.4 Plan Metrics
	2.5 Print Metrics
3 Media Strategy
	3.1 The Need for a Media Strategy
	3.2 Begin with the End in Mind
	3.3 Situation Analysis
	3.4 The building Blocks of a Media Strategy
	3.5 Opposing Forces
4 TG Definition
	4.1 The Impact of the Marketing Task on TG Definition
	4.2 Data Sources
	4.3 Target Group Defined in Demographic Terms
	4.4 SEC-The Preferred Descriptor
	4.5 Going Beyond Demoraphics
	4.6 Segmentation Studies
	4.7 The Importance of TG Definition-A Case Study
5 Market Prioritization
	5.1 Market of Sales Contribution, Salience or Dispersion
	5.2 Market Growth
	5.3 Competitor Sales and Market Share
	5.4 Category Size (Salience or Dipresion)
	5.5 Brand and Categroy Development Index-BDI and CDI
	5.6 When Category Data is Unavilable
	5.7 Market Index
	5.8 Media Isolatable Markets
	5.9 Disparate Market Add to Complexity
	5.10 Allocating Budgets by Market
	5.11 Data Soruces
6 Media Weights
	6.1 Setting Media Weights basis Competition
	6.2 Setting Efficent Media Weights
	6.3 Setting Task-based Media Weights
	6.4 Other Ways of Setting Media Weights
7 Media Mix Decisions
	7.1 Why Media Mix?
	7.2 Types of Media Mix Decisions
	7.3 Media Choices-Setting the Context
	7.4 Strategic Issues
	7.5 TG Media Consumption
	7.6 Competitive Activity
	7.7 Quantitative Parameters
	7.8 Qualitative Factors
	7.9 Role Sutiability of the Medium
8 Scheduling
	8.1 Factors that Affect Scheduling
	8.2 Receptivity Targeting
	8.3 Scheduling Patterns
	8.4 A Case Study: Cars
	8.5 Scheduling for Impact
	8.6 Ad Response Functions and Scheduling
	8.7 Adstock Modeling and Scheduling
	8.8 Questions for Discussion
9 Building a Plan
	9.1 Elements of a Media Plan
	9.2 Print Plainning
	9.3 TV Planning
	9.4 Radio Planning
	9.5 Cinema Planning
	9.6 Outdoor Planning
	9.7 Internet Planning
10 Evaluating Media Buy
	10.1 Television-How to Evaluate a Buy
	10.2 Print-How to Evaluate a Buy
	10.3 Other Media Buys
	10.4 Measuring the Effect of the Buy
11 The Buying Process
	11.1 Structures, Roles and Responsibilities
	11.2 Objectives of a Media Buyers
	11.3 Steps in the Buying Process
12 Plan Implementation
	12.1 Raising Estimates
	12.2 Booking-in the Activity
	12.3 Releasing Order or ROs
	12.4 Material Dispatch (Creative Units/Edits)
	12.5 Monitoring the Activity
	12.6 Billing
	12.7 Collections
13 Budget Setting
	13.1 The Brand\'s Budget
	13.2 Allocation of the Budget
	13.3 Methods of Setting Budgets
	13.4 Factors that Affect Budget Setting
14 Solutions Approach
	14.1 Why Solutions?
	14.2 What is a Solution?
	14.3 The Media Partner\'s Take
	14.4 Issues with a Solutions Approach
	14.5 Winds of Change
Annexures
Glossary
Index