Understanding about Media Buying.....

A campaign is successful only if it has a path breaking message to communicate which is time lined and easy to eyes and mind, we understand it’s surely an intrusion to a viewer but it’s our source for survival.

A creative turns out to be an effective campaign if it is backed by an effective media plan, and the backbone of every media plan is the deals done by the agency with the respective media.

Media Buying is a specialized skill, which requires knowledge of your target clients, consumer behavior, the media, and the criteria used to measure the value of TV, Print and radio programming.

A media buyer has many dimensions to his job, he is responsible to scrutinize a media plan made by the planner and give him options to optimize the plan. At times he will suggest the planner to change some programs or channel for a better output. He is well aware of the programs and the channels that are performing better than the rest. If he sees that the program is dropping its rating points then he may suggest reiterating the plan and suggesting the planner with alternatives best suitable to the plan.

A media buyer should have an eagle’s eye and keep a track of the upcoming properties and innovations so that the client gets the first advantages and helps hold the account. He is the one who takes care that the spots are run on time and if any make good has to happen. He keeps a track of all the campaigns and periodicals done on daily basis and submits reports and validations to the client.A media buyer should know enough about the key buying criteria to be in control and make the purchase decisions based on the proposals. A media buyer should present with a media plan laying out what types of media are being bought, how many people they are expected to reach, how often they are expected to reach this audience and the cost of each element of the plan. One should evaluate the plan.
A media buyers use their leverage and experience to negotiate media time and space at well below the published costs or "rack rate." They may also negotiate for bonus weight. One should evaluate the results of these negotiations to see how close the firm is holding to the plan and to make suggestions for value-added possibilities.

The most important aspect and the key thumb rule are to maintain a good relationship with the media houses.
After the launch of the campaign is complete, media buyer or advertising firm should provide with a post-buy analysis that shows how close they came to meeting or exceeding the objectives of the media plan.
Finally you can't have good advertising without a good client and you can't keep a good client without good advertising.

Media Planning - What I think

Media planning requires matching the target audience to the appropriate media. Once the target audience is identified, selection is made based on the profiles of various media that is available, while also evaluating cost.

It’s the decisions made by advertisers which determine what media to use for an advertising campaign and to make the most effective use of each medium, within the limits of the media budget. It is also the series of decisions involved in the delivery of an advertising message to prospective purchasers or users of a product or service.

A very traditional approach to start your media plan would be to define a target group in terms of demographics. The most common demographic variables are those that are related to age, sex and socio-economic class.

Today the consumers are being exposed to numerous messages of varied types of products and services available. Each of these products or service claims to be the best option/choice for the consumer. He is being bombarded with these messages at every step, every place he/she goes.

Thus, an advertiser essentially needs to know whether the information delivered by him has reached the target audience or not. He needs to find out if the message was understood and retained by the consumer. Recall by the consumer is of utmost importance. In addition to recall a marketer needs to understand the consumer’s perception and change in behavior caused by the communication of the product/service or by the competitors.

But the scope of media planning is more than just understanding the consumer. In every aspect related to advertising, brand management and marketing one needs to understand the Core Target Audience to plan the communication accordingly. Media planning is one step in the entire advertising process. It is not only important to have the best creative layout, the most appropriate message or the most monies invested. It’s all futile if not delivered to the right people at the right time.

Think creative live creative.......

Here the shadow says cant leave you ......addidas......

What a superb way to advertise where Ronald is visting Burger king....for bugers....

Sipder man dead when baygon or insect spray was hit on him.......isnt it creative thinking...

Think creative live creative.......

calvin n hobbes at its best

I luv this cartoon caracter for what it proves to be the best......

Juss got Luck -Y-Now....

Lucknow the city of Nawabs and their famous kebabs. A city that has a magical charm, a charm that's forever and a charm that's apart. Be it the cultural charm or the monumental one, all is well conserved here to make Lucknow “The city of many splendors".

This was my first visit to the North of India. So I was all charged up and excited for my 10 days visit to Lucknow. Out of excitement I almost forgot that it was my rural stint. Oh I can never forget the train journey I had; you can almost name it disastrous journey. Anyways when I reached Lucknow the city was total dark and almost looked beautiful and looked, like an old maharaja mahal. I was amazed by the beauty of it.

I was very excited to meet my colleagues as they already had checked in and enjoyed a day in Lucknow. I was very impatient to explore the whole place and hog the best cuisines of which I had already managed to take the list from the people of Lucknow.

Walking through the lanes and by-lanes of Chowk and Aminabad one finds Lucknow of yore. The 'tehzib' or mannerism is still prominent and a topic of great appreciation. This is a city that still speaks the language of "aap-janab" and the dictum of "pehle aap" is still a part of everyday life for a true Lakhnawi. – The lanes where called chauraha though we had difficulty understanding their pure language but we managed.

The best part of the whole trip was shopping. Here in my group not only girls were hooked and bang on towards shopping guys were more into it, specially shopping for their girlfriends. There were such beautiful and mind boggling dress materials and Lucknowi suit that we almost felt like buying the whole of Aminiabad. The best place to shop in Lucknow is Aminabazaar. Oh what collections and delicate hand embroidery work which still rules the wardrobe.

After all this of shopping and hogging it was time for us to get back to work which is visiting the rural villages of Lucknow.Now all we had was a Lucknow map and the name of the villages we were to cover in 7 days time. This was the best time we all must have had. Visiting each village was a total new experience where I, Kala, and Surabhi infact women had to be dressed like bhartiye naari with salwar kameez and your head covered with duppatta. Oh how I wish my parents had seen me in such attire and they would have almost fainted.

Rohan trying to speak shudh Hindi while taking interviews of the villagers oh what a laugh we had of our time. Where he would literally translate English sentence in Hindi. (Aapko kya laagti hai camera se photo keechnii aasan baat hai.) He used to change sentences according to the gender of the person. We teased him the whole journey where Niranjan used to make fun of him.

It was a real good experience visiting the real rural villages and observing the people their mind set and behavior and the way they treated guest in a very warm manner. That is the best thing about India. Guest is treated so well that you hardly feel left out from that place.


All fun used to happen in our hotel room where nobody used to sleep but play pranks on each other and we all used to wait to get back to our hotel rooms where the most important thing being the AC. The weather was so hot and burning. Luckily it rained and that day we all got drenched and had a rain dance at the hotel terrace.

Food for thought. We all hogged so much food that we almost busted out. Be it Thunde-ke-kabab -Royal ka katori chat Netraam ka thali or be it the sweets. All were mouth watering yummy.

I miss that royal katori chat and the gool gappe we had the mango shake which was a killer. How I wish I could go there once just to shop eat and visit places.

Now it was time for sightseeing as it was our last day in Lucknow. Lucknow being very famous for places like Bhara Himam vara. The legacy of the imperial splendor of Lucknow has always fascinated people all over the world. The ambience of the place has commonly been associated with the leisurely habits, etiquette, architecture, and refinement, the residues of Nawabi culture.

I have every moment spent there so fresh in my mind that I could almost visualize those moments and have a smile on my face.

Howz That!!

Watch ur hand....

Superb way to make use of the bag.....