Advertising Media & Media Planning

Advertising Media
- Role of media in advertising and study their advantages and limitations.
- Print Media: Newspaper and Magazine.
- Broadcast Media: Television and Radio
- Interactive Media: Internet,E Mail & SMS Advertising
- Support Media: Out Door, Out of home media, Promotional products marketing, Other media (Movie theatres, videos, miscellaneous)

Media Planning Process
- Meaning
- Market Analysis
- Identifying the target market and their media habits
- Media Objectives (Recency Theory)
- Factors affecting the media planning

Media Strategy I
- Meaning
- Media mix
- Target Market & Geographical Coverage
- Media selection, Media Vehicle
- Media scheduling, Reach & Frequency
- Qualitative aspects of Media Vehicle,

Media Strategy II
- Elementary knowledge of Program Rating
(GRP, TRP, TAM)
- Determining the relative cost of media
- Media scene in India
- Media Mix for rural market
- Media placement of internet ads and Social Media Marketing ,Search Engine Optimization.

Advertising Regulation
- Ethical aspects of advertising
- Advertising and cultural/Moral values,
- Poor taste & Offensive Advertising
- Gender in Advertising
- Stereotypes
- Targeting Children
- Women in Advertising
- Misleading Claims
- Manipulative Advertising
- Puffery
- Advertising Controversial products
Legal and Social Control on Advertising
- Govt. regulation in India
- Self regulation in India (Code of conduct of the ASCI)