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

By: Basant Rathore

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9781040001905
Related ISBNs:: 9781032724539, 9781040001875, 9781032724577, 9781032499826
Publisher:: Taylor & Francis
Date of Addition:: 05/31/24
Copyrighted By:: Basant Rathore
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance, Social Studies, Communication
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.