Media Planning Strategies Adopted by Different Organisation

Topics: Advertising, Mass media, Television advertisement Pages: 75 (20429 words) Published: December 13, 2012
A study on
Different Media Planning strategies at Selected Organizations

In the partial fulfilment of
Post Graduate Diploma in Management

Bhargav Radia (P1139)

Under the guidance of:

External Guide:
Mrs Upasana Miterani
Mrs Nikita Panchal



We Moulin Gajjar, Mohammad Ali & Bhargav Radia students of the two year PGDM programme at N R Institute of Business Management hereby declare that the report on summer training and project work entitle is the result of our own work. We also acknowledge the other works/publication cited in the report.

(Signature) (Signature)(Signature)

Moulin Gajjar Mohammad Ali Bhargav Radia

Place: Ahmedabad


I express my sincere thanks to Ms. Upasana Miterani and Mrs. Nikita Panchal Marketing Executives, ACTIVE MEDIA, AHMEDABAD. Who guided me throughout my project with constant co-operation, encouragement and motivation.

I thank to record my gratitude to our college Director for his encouragement and valuable support towards us.

My project guide Mr. Rajesh Asrani has provided his valuable inputs as and when required. I thank him for his help and constant support.

I wish to place on record my gratitude to all the persons I have met during the data collection phase of my Project. Their inputs are indispensable. Last but not the least I would thanks my friend for sharing the resources required for successful completion of this project.

Bhargav Radia Mohammad Ali
Moulin Gajjar

Chapter No| Particular| Page No|
1| Executive summery| 5|
2| Introduction About Advertising Industry| 6|
3| Types of Advertising| 8|
4| Media Planning| 13|
5| Step to Media Planning| 20|
6| Making the Media Plan| 28|
7| Industry Introduction| 34|
8| Company Profile| 53|
9| SWOT Analysis (About Active Media)| 58|
10| Selected Case study About Media Plan| 61|
11| G2 magazine| 62|
12| Hi Blitz| 65|
13| Cine Blitz| 66|
14| CCD Branding Option| 67|
15| Nirma University| 71|
16| Volkswagen Media Plan| 76|
17| Applewood Media Plan| 83|
18| Maruti Group Media Plan| 98|
19| Conclusion & Finding| 108|

Executive Summery

This report include the analysis of the Indian advertising industry and examines how advertising spend has undergone a change over the years. It looks at the trends and key drivers and their impact on the industry. A summary of the issues faced by the advertising industry has also been included. The report conducts a detailed external and internal study of the Indian advertising industry within the SWOT, PEST and PORTER framework. It also studies the competitive landscape including media planning strategies done by Active Media. Since the agencies are of small firm and do not disclose their financial information, the report has alternatively covered a summary of their operations and competitive strategies. The report concludes with an outline of the industry. In this report we have included the media plans done by our company for clients like Nirma University, Volkswagen, Bouleward9 Resort etc. These media plans are particularly taken as research data to do the comparative analysis of these media plans.


Advertising is a form of communication whose purpose is to inform potential customers about products and services and how to obtain and use them. Many advertisements are also designed to generate increased...
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