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
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?
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
3.30pm: Conduct research and analyse data
4.30pm: Plan media vehicles for advertising
9pm: Call it a day, if lucky
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
. Strong organisational skills
. Strong interpersonal, negotiation and communication skills, for liaising with colleagues, clients and media owners
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.
. IIMC (Indian Institute of Mass communication) New Delhi
. MICA (Mudra Institute of communication - Ahmedabad)
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
First Published: Jul 05, 2011 16:18 IST