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Media matters

Along with mainstream media, planning other media like cinema, outdoor, out of home and activation, internet and mobile planning is gaining huge importance.

education Updated: Sep 22, 2011 11:01 IST

The lowdown
Media planning is broadly to find solutions for:
Reach: Which media would carry the message to the biggest chunk of the target audience?
Frequency: How many times should the ad appear for the desired consumer response?
Impact: How effectively can a message be conveyed for generating interest in a product?
Continuity: For what period should the media presence remain for generating awareness?

Clock Work
Schedules change, but it could be something like this:
10am: Reach office
10.15am: List jobs for the day
10.30am: Meet the team
11am: Speak to the client(s) for any media requirements
1.30pm: Lunch
3.30pm: Conduct research and analyse data
4.30pm: Plan media vehicles for advertising
9pm: Call it a day, if lucky

The payoff
At entry level, a trainee can earn Rs2.5 lakh to Rs3.5 lakh per annum. At the mid level, a media planner can earn Rs6 lakh to Rs12 lakh per annum. At the top management the pay package can be anything from Rs25 lakh to Rs1 crore per annum

Skills/TRAITS
. Strong organisational skills
. Strong interpersonal, negotiation and communication skills, for liaising with colleagues, clients and media owners

Getting There
You can do a course in advertising and then specialise in media planning. You could also take another route, by doing MBA and specialising in marketing. A course in economics, mathematics or statistics is often helpful. This lets a person delve into demographic and psychographic reports and to analyse data.

Institutes
. IIMC (Indian Institute of Mass communication) New Delhi
www.iimc.nic.in
. MICA (Mudra Institute of communication - Ahmedabad)
www.mica-india.net

Pros and cons
. It is not just working with numbers but enjoying the challenge and charm of working on brand strategy, consumer insight, research, surveys etc
. The tight deadlines are nerve-wracking

Along with mainstream media, planning other media like cinema, outdoor, out of home and activation, internet and mobile planning is gaining huge importance Eeshita Ghosh, business director,Maxus India, Mumbai