ROLE OF MEDIA PLANNING IN ADVERTISING PLAN

Authors

  • Dr Prashant Tripathi General Manager, Radio City Group, Shalimar Building, Lalbagh, Lucknow 226001

Keywords:

Advertising, Marketing

Abstract

Advertising has now developed to be an unavoidable strategy in marketing any type of business or product. The most important part of conducting an advertisement is the medium through which it will be made. This medium is known as media and identifying and selecting this media is known as media planning. Media planning is considered as an important factor when it comes to advertising. This paper attempted to review the past literatures to create a better understanding of media planning in advertising.

References

Papí-Gálvez, N. (2015). Online Media and Crisis? of Advertising Media Planning. August. https://doi.org/10.6035/2174-0992.2014.7.3.CITATIONS

Sommer, C., & Marty, L. (2015). The role of media brands in media planning. Journal of Media Business Studies, 12(3), 185–203. https://doi.org/10.1080/16522354.2015.1070087

Sudbury, L., & Tariq, M. J. (2010). Modern Media Planning: An Exploratory study into the gap between theory and practice. 44(0), 1–11.

Training, C., Cancer, C., & Professionals, C. (2015). Media Planning and Media Relations Guide.

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Published

2017-12-30

How to Cite

Tripathi, D. P. (2017). ROLE OF MEDIA PLANNING IN ADVERTISING PLAN. Innovative Research Thoughts, 3(9), 174–178. Retrieved from https://irt.shodhsagar.com/index.php/j/article/view/249

Issue

Vol. 3 No. 9 (2017): Volume 3 | Issue 9 | 2017

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.