SYNOPSIS

A Study On MEDIA PLANNING WITH SPECIAL

REFERENCES TO TELEVISION

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF

MASTER DEGREE OF BUSINESS ADMINISTRATION

OF

BANGALORE UNIVERSITY

SUBMITTED BY: Mohammed Azhar Nawaz
REGISTER NUMBER: 12CQCMA064

UNDER THE GUIDANCE OF
Mrs. KADAMBINI KATKE
(Asst Professor)






Dayananda Sagar College of Management & Information Technology
Shavige Malleshwara Hills, Kumaraswamy Layout, Bangalore-560078

2013-14



1.Title of the study:

A Study on MEDIA PLANNING WITH SPECIAL REFERENCES TO
TELEVISION

2. Introduction
Media Planning is defined as "Process of designing a scheduling that shows how
advertising, time and space in selected media and vehicles contribute to the
achievement of marketing objectives in an advertising campaign".
Media planning is the art and science of ensuring that the adverts that our clients
want to place appear in the right place and at the right time to ensure they reach the
correct target group.
Media planning requires a range of tools and skills; world-class research
techniques, deep experience and extensive analysis of consumer habits. This
enables our planners to determine with our clients who their most likely, or most
desired, customers are.
The process of establishing the exact media vehicles to be used for advertising
Choosing which media or type of advertising to use is sometimes tricky for small
firms with limited budgets and know-how. Large-market television and
newspapers are often too expensive for a company that services only a small area
(although local newspapers can be used). Magazines, unless local, usually cover
too much territory to be cost-efficient for a small firm, although some national
publications offer regional or city editions. Metropolitan radio stations present the
same problems as TV and metro newspapers; however, in smaller markets, the
local radio station and newspaper may sufficiently cover a small firm's audience.
The term media is a plural for medium. In advertising terms, medium is a channel
of communication such as news channels, entertainment channels,
newspapers, magazines etc.A medium is a vehicle for carrying the sales
message o f a n advertiser to the prospects. It is indeed a vehicle by which
advertisers convey theirmessages to a large group of prospects and thereby aid in
closing the gap betweenthe producer at one end and the consumer at the other
end.Media planning is a very important task in the advertising process,
which dealsabout four Ws
WHERE?
WHAT?
WHO ?
WHEN?

















3. Rationale and Significance of the Study
To grab attention of the customers.
To prompt a competitive edge in the market
To create advertising campaigns that reach the intended audiences with a
compelling message and the minimum amount of wastage.
To deliver compelling messages that appear in the right place and at the right
time.

4. Nature of the Study: Statement of the problem
Knowing your customers is key in knowing where to advertise. Media Planning can be
expensive but is ultimately incredibly important. Think about the Superbowl. A thirty second
television commercial during prime time is probably the most expensive vehicle to run an ad.
Importance of advertisement and promotion is recognized by all the companies these days and
hence companies go for Media Planning for advertisements and promotions for achieving the
aim of higher profits through advertisements.
Media Planning refers to deciding on the right means of media for targeting the public.
This study intends to identify the insights of media planning and as well as its relevance in
todays market and in the near future.

5. Objectives of the study:
To study the relationship between media planning and advertising.
To understand contemporary media planning issues through discussion of
current events and trends.
To gain conceptual and practical knowledge of media forms.
To understand how media planning and advertising is integrated with other
promotional tools to create effective marketing communication plans.
6. Hypothesis of the study
NULL-
ALTERNATIVE-


7. Methodology
The research study on MEDIA PLANNING will be done in a very tactful manner
where the analysis would be based on the various suitable sample sized structured
questionnaire administered by covering a reasonable number of media channels,
and a suitable analytical tool will be employed to analyze the data obtained for the
research and also an information discussion would be undertaken to get the real
attitude and feelings of the respondents towards the media planning mechanism.

8. Sample Design
A sample design is to define plan for obtaining a sample from a given population.
It refers to the technique or procedure the researcher would adopt in selecting items
for sample. Researcher must prepare a sample design, which should be reliable and
appropriate for his research study.
Sample Size: 100 respondents
Sampling Technique: The technique adopted for sampling will be Non-
probability convenient & Judgmental sampling technique where the questionnaire
would be distributed among the individuals and a relevant data would be obtained
for the main purpose of basic analysis and interpretation.
9. Data collection methods:
1. Primary data-
Questionnaires
Discussions
2. Secondary data-
Internet

Plan of Analysis
The Data collected will be analyzed using Statistical tools like graph analysis
and statistical package such as SPSS.






CHAPTER SCHEME
The research comprises of the following chapters:

CHAPTERS PARTICULARS

LIST OF TABLES



LIST OF FIGURES



EXECUTIVE SUMMARY


1 INTRODUCTION


2 DESIGN OF THE STUDY


3 INDUSTRY/COMPANY PROFILE


4
DATA ANALYSIS AND
INTERPRETATION


5 FINDINGS AND SUGGESTIONS


6 CONCLUSION


BIBLIOGRAPHY


APPENDIX