MEDIA BUDGETING,
BUYING AND
SCHEDULING

MEANING OF
MEDIA BUDGET
An Media budget is an estimate of a company's
promotional expenditures over a certain time period. More
importantly, it is the money a company is willing to set aside
to accomplish its marketing objectives. When creating an
Media budget, a company must weigh the value of spending
an advertising dollar against the value of that dollar as
recognized revenue.

FACTORS TO BE CONSIDERED WHILE FRAMNG A BUDGET
ADVERTISING TASK
COMPETITION FRAMEWORK
MARKET DOMINANCE
MARKET COVERAGE
MEDIA COST
MARKET TASK
PRICING
FREQUENCY OF PURCHASE
FREQUENCY OF ADVERTISING

IMPORTANCE OF
MEDIA BUDGET
PROVIDES PROPER DIRECTION TO MEDIA EXPENDITURE
FACILITATES MEDIA PLANNING AND EXECUTION
ACTS AS CONTROLLING DEVICE IN MEDIA EXPENDITURE
FACILITATES SELECTION OF SUITABLE MEDIA
GUIDES MANAGEMENT INMEDIA ACTIVITIES
KEEPS MEDIA EXPENDITURE WITHIN THE LIMITS
INTRODUCES RATIONAL APPROACH IN MEDIA
FACILITATES EVALUATION OF MEDIA EXPENDITURE

METHODS OF
SETTING MEDIA BUDGET
 STATUS QUO
 INFLATON ADJUSTED
 ADVERTISING SALES
 CASE RATE AND ADVERTISING MARGIN METHOD
 SHARE OF MARKET
 YARDSTICK METHOD
 EFFECTIVE FREQUENCY AND REACH METHOD
 MARGINAL ANALYSIS
 ROI BASED APPROACH

MEDIA BUYING
MEDIA BUYING MEANS SUITABLE NEGOTIATION WITH THE
MEDIA, TO PURCHASE TIME AND SPACE FOR THE PURPOSE
OF ADVERTISING.

ROLE OF MEDIA BUYER
SPACE AND TIME BOOKING
EMPLOYMENT OPPORTUNITIES
JOB DESCRIPTION
JOB PROFILE
LIASION WORK
RESEARCH ANALYSIS
MANAGERIAL DUTIES

OBJECTIVES OF MEDIA
BUYING
TO ACHIEVE DESIRED REACH AND FREQUENCY
TO USE SOCIAL MEDIA AS REQUIRED
TO DEFINE WHAT IS IS TO BE ACCOMPLISHED
TO MAKE GOALS MEASURABLE AND ACTIONABLE
TO BE DIRECT AND TO THE POINT IN MEDIA PLANNING
TO SERVE TARGET AUDIENCE THROUGH MEDIA MIX
TO EXPLORE INTERNET ADVERTISING
TO REMAIN IN GOOD BOOKS OF MEDIA OWNERS.