Recently, I had the privilege of publishing a book chapter about media planning. The book chapter was included in the book titled, Application of Gaming in New Media Marketing published by IGI, a globally acclaimed publication group. This is an edited book, by Prof. Pratika Mishra and Prof. Swati Oberoi Dham. The book primarily focuses on advergaming and how it gets influenced by various other aspects. In addition the book focuses on digital advertising, media planning and social media that help to promote advergaming at a larger scale.
This is my first publication (overall 10th) where I had the opportunity to share my learning from practical industry. Thanks to the editors, the format of book offered enough flexibility for me to get an ideal blend of knowledge from both academic and practical worlds. The chapter starts with the basic academic literature review. I have tried to cover most of the media planning approaches that have been practised in the past and have been acknowledged in the academic literature. In the second part of the chapter, I have tried to share the media planning steps a media planner may need to follow. I am confident that this chapter on media planning will be of help to both budding and experienced media planners and academicians who are eager to know the practical side of coin.
The chapter addresses various elements of media planning, right from understanding media objectives, selecting right set of target audience, pinning down on right channels, how to allocate budget, how should one attribute results and so on. Though I have highlighted the media planning phenomenon in the form of steps, I have also admitted that media planners need not follow each one of them. Also, media planners might have to reiterate a few of steps to ensure they reach the right optimization.
I hope you will enjoy reading this chapter. Look forward to your comments / feedback / observations from the chapter.