MEDIA  PLANNING

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The first step in media  planning i.e. to match the media  with the target group. The  better  the  match  of the  target  with  the media,  the less  will  be  the money wasted on  delivering the messages to the consumers  for whom the product was intended to. This is known as “weighting”.

The second  step  in media  planning process will be  the selection  of the “Media Mix”  or  the most  optimal combination  of  media.  It  is important  for the media planner to distinguish between media types, vehicles and media units.

E.g. Contract Ad Agency used only Star Network for planning the media for the launch  of Cadbury’s new  chocolate “TEMPTATIONS”.  In  this  process  it was  a WIN-WIN  situation  to  both  CADBURY  and  STAR  because  both  of  them  got benefited.  Contract  launched  a  sales  promotion  scheme  with  the  help  of  Star Network for Temptations.

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