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Manpreet Kaur, Lovely Professional University Unit 13: Broadcast Media and Media Planning

Unit 13: Broadcast Media and Media Planning Notes

CONTENTS
Objectives
Introduction

13.1 Television
13.1.1 Buying TV Time
13.1.2 Spot Television

13.1.3 Time Period and Programmes Selection
13.2 Cable Television
13.3 Radio
13.4 Steps involved in Media Planning
13.4.1 Market Analysis and Identifying the Target Market

13.4.2 Establishing Media Objectives
13.4.3 Develop and Implementing Media Strategies
13.4.4 Evaluation and Follow up

13.5 Summary
13.6 Keywords
13.7 Self Assessment
13.8 Review Questions
13.9 Further Readings

Objectives

After studying this unit, you will be able to:
Get an understanding of broadcast media
Discuss how media plans are developed

Introduction

Television and radio are considered as intrusive because the ads appear and go and the audiences
have no control over the pace.
Despite its late start, television has taken off and has emerged as the premier mass medium and
is well placed to close the gap with the press with respect to advertising revenue and financial
clout. Terrestrial television is exclusively Doordarshan; satellite television, on the other hand, is
largely non-Doordarshan.
Apart from discussing about broadcast media. This unit also covers steps improved in media
planning.

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