Media Planning Introduction by B. Sridhar on 19.08.2103

"Making people laugh and laughing at yourself is a pretty big deal in this world"

Ground Rules

• Punctuality 

• Phones in Silent Mode

"It is a matter of perspective, think of your time at IIMC as a year out office and in training and not as your last year of formal education" 

Media Planning DOESN'T require you to be a jumping jack in Maths *sighs of relief*


Marketing Communications:

• Creatives 

• Research 

• Client Servicing 

• Account Planning 

• Public Relations /Corporate Communication 

Ad placements is of absolute necessary or necessity. Client Servicing is the bridge between the client and the creatives. Media Planning is the 'other' creative part of the agency.  

"Anything has a potential to be a medium, anything"

               
"The Medium is the Massage" - Marshal McLuhan 

"Media is not your last mile hassle but a first hurdle of opportunity"


What does career in Media Planning, Buying and Sales entail you

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Why is it exciting?

--> Emergence of new media and fragmentation of existing media is making media investments decision very complex.

--> Growing accountability of investments in the media is bringing the need for special knowledge in this area to forefront

--> There is a dearth of high quality people specialising in this field.

--> Emergence of great opportunities


The basic skill set..

--> Graduation being basic.

--> Specialised education is a bonus.

--> Good and comfortable with MS Excel.

--> Honesty and Passion as with any other profession.


Career Prospects

-->  2.5 Lakh a year would be a base pay scale

-->  Prominent and an exciting lifestyle (Mr. Sridhar has 11 watches and not one did he buy. Go figure)

-->  12 -15 years will ensure that you can head the media planning in an agency


"Creative to customer via Media"
                                                -  Need for a better perspective.



What used to be the case? (Fewer media options in 1980's)

--> More of a sellers market.

--> DD and DD2 were the only channels.

--> Mass or Niche was a matter of scale than of differentiated media usage

Standardised media with no differentiation.


Post Mid- 1990's

Genesis of cable TV in the early 90's

--> More than 500 channels with many options and many genres to chose from

--> Manifold options with Magazines and Radio

--> Advent of online media in a big way after 2006

--> Change in media consumption pattern of consumer users.


The new age media and many opportunities and challenges.

"The opportunity"
                        -->  Whatever the media/ communication idea, there is a synergic environment for it.

"The Challenge"
                       -->  Customising communication to be in sync with media environment.


Old media scenario - Put your money just there.

--> A 4 week TV burst
                                    -> 60 Sec slot for a week.
                                    -> 30 Sec for 3 weeks.

New media scenario 

--> 2 minute programme placement.

--> Breaking News tickers on News channels.

--> 40 Sec edit across the board.

--> 30 Sec edit on cricket for greater efficiency.

"There are options galore you just have to imagine them"

"If you can have an ad above the mast head of Times of India then you can do anything" Impossible is nothing (really).


So... What do we need to do?

--> Know well the footprint of your communication, the media where it would be seen.

--> Understanding the form of mind of people while they are with your communication.

--> Put yourselves in the shoes of the customer

                                                                        ..... "Get more contextual in every way"