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

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Basant Rathore (Sr. Vice President at Jagran Group, India)

Strategic Media Planning and Buying

Integration of Traditional and Digital Media

Basant Rathore (Sr. Vice President at Jagran Group, India)

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Paperback

Forthcoming
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English

Routledge India
31 May 2024

Communication studies; Media studies; Economics; Press & journalism

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.

By: Basant Rathore (Sr. Vice President at Jagran Group India)
Imprint: Routledge India
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 810g
ISBN: 9781032724577
ISBN 10: 1032724579
Pages: 420
Publication Date: 31 May 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

Basant Rathore is Senior 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, IIMC, XIM Bhubaneshwar, IMT Ghaziabad and Flame University, among others.