methods employed

In Television In this case frequency is usually felt to be of paramount importance. Most television advertisers feel uncomfortable if a considerable proportion of their target market do not have the opportunity of seeing their commercial at least 4 times during a 4 week period. In order to...

The question of how frequently the advertisement should be put before the target market is for most media the critical one (in the case of outdoors the question, happily does not arise). In the Press there are conventionally two considerations. Firstly the frequency of publication, and secondly...

Research  What data is available on the past performance of the advertising?  What evidence exists of the effectiveness of given advertisements in different media in the markets under discussion?  What agency or client data is available on concept testing, image testing, post testing? ...

Possible media  Which media are feasible on objective grounds, given the type of product, timetable, availability situation, regionality requirements?  Do we already have options on time or space?  What is the availability situation? Does this rule out any medium?  What cover of the...

STRATEGY FORMULATION Product, competition, and objectives  What is the product, its uses, pack, price, method of distribution, level of distribution, type of outlet and seasonal rate of consumption?  What are competitive products and details, as for our own product?  What is the recent...

MEDIA STRATEGY The philosophy of a media strategy is simply to put your money where your business is…. or where you want it to be. It’s a more precise extension of the marketing strategy. You can contribute most to the media process in the definition of objectives (what you want the plan to...

MEDIA BRIEF The media brief can be referred to as a checklist for the media planners to help them prepare media plan for a client organization. Media planning is not an isolated function but an integral part of an overall campaign planning. Hence a media planner needs to have a thorough...

THE WORKFLOW The various stages through which a media plan evolves within an agency are quite complex. They will vary from agency to agency, and within agencies, from account to account. The variations will depend on the size of the problem to be tackled, the agency’s organization and its...

Media planning The media person figures out where your advertising should run. He or she looks over all the media vehicles that might be useful and recommends the most effective environment for your message. He or she also tries to determine how to spend your advertising rupees most...

Overseas rights include overseas theatrical rights as well as overseas video and television rights, which are presently sold by film producers as a package to overseas distributors. The last few years have seen Indian movies gain immense popularity in the overseas market. As a result, the...

BOMBAY: This includes Bombay city and suburbs, Thane district, parts of Maharashtra (like Pune, Solapur, Satara, Kolhapur, Sangli, Ichalkaranji etc. etc.), Gujarat, Saurashtra and parts of Karnataka. DELHI-U.P.: Includes Delhi city and suburbs and Uttar Pradesh. EAST PUNJAB: This covers...

Filmed entertainment is the most popular form of entertainment in India. It is this undiminished passion through the decades that has driven us to become the largest producer of films in the world. Since 1931, when talkies were introduced in the country, the film industry has produced more...