Q.1.

CASE STUDY:
Create a Media Plan for the new non-stop Mumbai- New York flight aboard brand new Boeing 777-200 LR. The
ticket is priced at 2, 50,000 per seat. The schedule will last two months. The advertisements are in colour. The
budget for the print campaign is three crore (30000000).
Size:
Magazine: Single and/ or double spread
Newspaper: Half page
Use rate card given below
Dallies
Readership
Rates ( in sq
Magazine
Readership
Rate ( Full
000s
cm)
000s
page) colour
The Times of
8092
4110
India Today
6263
660000
India
The Hindustan 3947
2085
Outlook
2281
390000
Times
The Hindu
3786
1415
Chitralekha
1250
172500
(Gujarati)
The Deccan
1638
1570
The Week
1219
275000
Chronicle
The Economic
1178
2950
Readers
2321
120000
Times
Digest (F)
Mid-day
785
339
Outlook
341
260000
Traveller (M)
Dainik Jagran
21244
3132
India Today
10683
375000
(HINDI) W
Dainik Bhaskar 17379
2569
Sarita (Hindi)
4191
150000
W
Navbharat
2958
750
Grihshobha
4121
275000
times
(Hindi) M
Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w)
Media Planning and Buying Case study guidelines:
1. First write Demographic and Psychographic profile of the Target Group.
2.

Take both the side of the answer sheet and draw the format as shown.

3.

Write down the names of Newspapers followed by names of Magazine in the first vertical column.

4.

Calculate the CPM of all the given newspapers and Magazine.

5.

CPM = (Cost of Ad) x 1000

Readership
Select the most appropriate Newspapers and magazine, based on thumb rules of buying print media.

6.

Decide the number of Insertions for each of the selected newspapers and Magazine.

7.

Calculate the amount for each of the selected Newspaper and Magazine. Dont exceed the budget. +5% or
-5% is allowed.

8.

Give reason for selecting and rejecting every newspaper and magazine.

9.

Prepare the two / three month schedule as suggested.

10. thumb rules for buying print media

a.

Demographic and Psychographic profile of the product / Service should match with the Demographic /
Psychographic profile of newspaper / magazine readership

b.

Select those newspaper / magazine whose readership is substantially more

c.

Select those newspaper / magazine whose CPM is comparatively less.

d.

Select those newspaper / magazine which gives good combination rates

e.

Select those newspaper / magazine which matches geographic selectivity

f.

Do not Select similar newspaper / magazine as duplication will be high

g.

Do not select newspaper / magazine if prestige of the product / service does not match with the prestige
of the vehicle.

MEDIA PLAN
Vehicles
CPM
The Times
of India

0.50

The
Hindustan
Times

0.52

The Hindu

0.37

The Deccan
Chronicle

0.95

The
Economic
Times

2.50

Mid-day

0.43

Dainik
Jagran

0.14

Size

No of
Insertions

Amount

Reasons for vehicle selection /

non selection

Dainik
Bhaskar

0.14

Navbharat
times

0.25

India Today

105.38

Outlook

170.97

Chitralekha
(Gujarati)

138

The Week

225.59

Readers
Digest

51.70

Outlook
Traveller

762

India Today
(HINDI) W

35.10

Sarita
(Hindi) W

35.79

Grihshobha
(Hindi) M

66.73
Total

Q.2.
15,000 people see an advertisement 6 times, 35,000 see an advertisement 4 times and 10,000 people see an
advertisement 2 times. Universe is 120,000. Total Cost of Advertising is 45,000.
Find Reach%, GVT & CPT.

Formulae
1. GRPs = Reach % x Frequency
2. GVT = Reach (000s) x Frequency
3. CPRP =Total Cost

GRPS
4. CPT = Total Cost
GVT (000S)
5. Reach % = No of People Reached/Universe
6. Reach 000s = (No of People Reached)/1,000
Note:
1. GRPS & CPRS are in percentages. GRPs are Gross Rating Points. CPRPS are Cost Per
Rating Points
2. GVT & CPT are numbers in 000s. GVT is Gross Viewership in 000s. CPT is Cost Per
Thousand