Description

Given the sheer cultural diversity of Indian population, changing customer choices influenced by evolving media technology, fragmented markets, rising media costs, and increasing demands of accountability from the clients, media business has grown in both complexity and importance. In such a rapidly changing media landscape, with the increased availability of research and data, media agencies and marketers (brand and sales) have to thoroughly understand media functions. Given the availability of books on planning theories in the west, this book fills a void in Indian planning and buying theory, and can serve as a useful handbook/ guide for media practitioners in devising media plans and taking buying decisions. This book lays down the theoretical foundation of the principles of media planning and buying in the Indian context. The theoretical points are illustrated by case studies. Case Exercises which could be used by students for group assignments and class discussion purpose have also been included

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