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Media Planning & Management Sem VI (Mumbai Univ)

225.00

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The media landscape as we know it today would have been unfathomable and unimaginable only a decade ago. Media affects almost all aspects of contemporary life and it is inherent in defining key social and cultural processes that affect the fundamental choices of society. The process of communicating in marketing is far more challenging in today’s environment due to the complexity of media choices.

Media studies examine the new and rapidly developing field of media studies to discover what insights it has to offer students and general readers as they negotiate their way through the new and thoroughly saturated media environment. Media planning and management can help students in understanding the basics of media as art and science and also gives knowledge about its application in the dynamic Indian markets. We have been witness in recent years to rapid and unprecedented changes in our society, economy and polity. These have also transformed the Indian mass media system.

Unit 1 of the book deals with the fundamentals of the Media planning and its management along with understanding of markets in which the media has to be used. Unit 2 covers the different forms of Mediums used for advertising and their advantages and disadvantages and also various strategies used for using a media mix. Unit 3 highlights about media budgeting, media buying and media scheduling processes and lastly Unit 4 of the book is about the media measurements and evaluation techniques.

 

Contents –
1. Overview of Media and Media Planning
2. Media Research
3. Media Mix & Media Strategy
4. Media Budgeting, Buying & Scheduling
5. Media Measurement, Evaluation

ISBN

Student Dollar Price

9

Library Dollar Price
Pages

160

Edition

First

Year of publication

2020

Weight
Type

Author

Dr. Parul Singhal,

Dr. Rinkesh Chheda,

Ms. Anoushka Mirgnani,

Nidhi Chandorkar

Publisher

Himalaya pub