MEDIA PLANNING AND BUYING SYLLABUS - UNIVERSITY OF MUMBAI (BACHELOR OF MASS MEDIA)

 

Media Planning and Buying 

Syllabus – University of Mumbai (Academic Years 2015-2020)

Objectives: Teaches the student to create print and broadcast media plans as it is an integral part of advertising

Outcomes: The study of media options and buying advertising spots and ad spaces in various media vehicles.

Unit I An Overview of Media Planning

 a. Basic Terms and Concepts

b. The function of Media planning in advertising

c. Role of Media planner Challenges in Media planning

d. Media Brief

e. Media Audit

f. NCCS Grid

Sources of media research:

a. Nielson Clear Decision (NCD for Print)

b. Broadcast Audience Research Council

c. Audit Bureau of Circulation

d. RAM

e. Comscore– Digital  

 

Unit II Media planning process

a. Situation analysis and Marketing strategy plan

b. Setting Media objectives

c. Determining Media strategy

d. Selecting broad Media classes

e. Selecting Media within classes

f. Budget and Media Buying

g. Evaluation

 

Criterion for selecting media vehicles  

Reach • Frequency • GRPS/GVT Ratings TVT Ratings • Cost efficiency • Cost per thousand • Cost per rating • Waste • Circulation • Pass-along rate (print)

Selecting suitable Media options and Media Buying

a. Newspaper

b. Magazine

c. Television (National, Regional and Local)

d. Radio

e. Outdoor and out of home

f. Cinema Advertising  

g. Digital Advertising

 

Unit III Communication Mix

• Events • sponsorship • Merchandising • Point of purchase • In film advertising • Mobile advertising • word of mouth • Ambient advertising

Negotiation skills in Media Buying a. Negotiation Strategies

Laws of Persuasion  

Unit IV Digital Media Planning

Various Digital channels

i.              Search Engine Optimization

ii.            Search Engine Marketing

iii.           Email marketing – (Cost per email open CPO), Cost per email sent (CPS), Cost per Visit, Cost per click, cost per transaction, cost per form fill or cost per lead (CPL)

iv.           Targeting/Remarketing

v.            Mobile advertising (WAP & APP)

Various types of digital

i. Display Advertising ads and its various Ad formats  

ii. Video Advertising and its various Ad formats

iii. Types of social media (Text + Visual, Facebook, Twitter, Instagram, Snapchat, etc.)

Digital Media Buying

1. Buying Digital Advertising: An Overview (Paid media, Owned media and Earned media).

2. Direct buys from the websites

3. Programmatic Buying: [DSP (Demand side platform) or RTB (Real time bidding)]

4. A. Cost per action (CPA), or pay per action (PPA) B. cost per conversion or Revenue sharing or cost per sale

5. Advertising via Premium Publishers

6. Advertising via Networks and Exchanges

7. Affiliate Network (ClickBank, Commission junction, Adfunky, 7search.com)

The Local Publishing Market

 

References:

1. Advertising Media Planning, Jack Z. Sissors and Jim Surmanek, Crain Books, 1976

2. Media Planning, James R Adams, Business books, 1977

3. Advanced and Promotion Management, John R Rossister, Kluoer McGraw-Hill, 1987

4. Advertising Media Planning; Jack Z Sissors, McGraw Hill 6th Edition