MEDIA BUYING
Media planning also involves allocating media budgets to media types. Budgets may be allocated based on the importance of media types and/or geographic regions. Geographic allocation usually marketing objectives
| REGION | SALES POTENTIAL | BUDGET GOAL
(based on sales potential) |
| SOUTH | 25% | Rs. 50 lakhs |
| EAST | 15% | Rs. 30 lakhs |
| WEST | 30% | Rs. 60 lakhs |
| NORTH | 10% | Rs. 20 lakhs |
Media buying may be defined as the process of executing a schedule of desired media weights for brands at a lowest possible cost. The media buying process can be divided into 2 broad stages:
Deciding what to buy
Setting out to buy at the most competitive rates.
0 Comments