Introduction advertising unit Structure

5.6 SUMMARY
There are a number of advertising media available to the 
advertiser for advertising the products. But not a single media can 
satisfies all the needs of various time periods. 

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Media planning means devising a programme in such a 
manner as to optimally use the advertising space, the broadcast 
time, or other advertisin
g media, in exposing an advertiser‟s 
message to potential consumers. Systematic media planning is the 
responsibility of advertiser or the advertising agency. It is a proper 
process which includes the steps like deciding target market and 
media objectives, selecting specific media vehicle, allocating funds 
etc. 
5.7 QUESTIONS
1. What is Media Planning? Explain the process involved in Media 
planning 
2. What are the steps in Media Planning 
3. What are the Major Media Types? Explain in brief. 
4. What can be the Possible Media of Business Advertisement? 
Explain each in Brief. 
5. While Making Media-Vehicle Choice (s) Coverage is but an 
Inadequate Decision-Input. Do you agree? What other Decision 
Inputs are required for Making Media Vehicle Choices? 
6. What is the significance of (a) Reach, (b) Frequency and (c) 
Continuity in media planning? 
7. What are the objectives of Greater Frequency 
8. Write short note on : (a) Media Mix (b) Zipping and Zapping 
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6 
 
MEDIA RESEARCH 
 
Unit Structure: 
 
6.0 
Objectives of the lesion 
6.1 
Introduction 
6.2 
Role of Media Research 
6.3 
Audit Bureau of Circulation (ABC)
6.4 
Television Rating Points (TRPS) 
6.5 
National Readership Survey (NRS) 
6.6 
Media Survey 
6.7 
Summery 
6.8 
Questions