Strategic Media Planning and Buying: Integration of Traditional and Digital Media

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.

The book cuts through and demystifies complex media jargon and theories to provide an understanding of the key concepts for developing a media mix that will yield results for businesses. It discusses media research and theories and offers marketers suggestions on how to use both traditional and digital media effectively to build brands. The first section of the book introduces the basics of media theory, including data collection methodologies and their application. The second section covers the fundamentals of planning a media strategy and advertising plans and campaigns based on the goals of the company or brand. The third section discusses the practical nuances of planning - like media mix selections, media vehicle selections and media buying across all types of media.

This book will be of interest to students and researchers of business and management studies, media and communication studies as well as to marketing and media professionals working in different sectors of business.

Basant Rathore is Sr 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, IIM Calcutta, XIM Bhubaneshwar, IMT Ghaziabad, Flame University, among others.