The Hindu Business Line : `Media planning now a strategic part of advertising'

Mr K. Satyanarayana, General Manager (South), Media Direction, R.K. Swamy BBDO, addressing the students of DG Vaishnav College in Chennai on Thursday.

Chennai , Sept. 22

THE media planning and buying component of advertising today is challenging because media is highly fragmented and competitive. It has moved from being a support function to a strategic function with the advent of cable television.

The market has also turned into a buyers' market from being a sellers' market with once-unwilling media owners now ready to discuss discounts.

Mr K. Satyanarayana, General Manager (South), Media Direction, the media wing of R. K. Swamy BBDO, who made these statements, was acquainting management students of DG Vaishnav College with the media portion of advertising at a programme organised by Business Line Club.

Media is the third largest expense after raw material and personnel cost, he said.

It is a substantial investment but "an act of faith" because it is difficult to assess the optimal media spend "but we can't do without it." Another issue that makes media challenging is the wealth of information on media consumption.

From a single readership research survey done every four years a decade ago, there are now two surveys done every six months; a number of studies on TV viewership and radio listenership patterns and a host of tools to let practitioners know what media to tap, Mr Satyanarayana said.

In this situation, the difference between media agencies lies in the way this data is interpreted and used to give clients the best value.

Accountability of the media plan is the new mantra, he said, mentioning that sales-linked remuneration, apart from basic fees, is a growing practice.

Media today is open to all sorts of innovation and value additions, too, Mr Satyanarayana said.

Creativity is what makes the difference to a media plan in a cluttered advertising world. In 2004, of the total ad spend of Rs 9,500 crore in the country, 46 per cent was on print, 40 per cent on TV, 8 per cent on outdoor and 3 per cent on radio, he said.

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Stories in this Section
Godrej bid to have a Lock on the market

Warming up for winter line

Ifra unveils new tech interface for newspapers & advertisers

`Media planning now a strategic part of advertising'

At the gates of advertising!

Deadline for ban on smoking scenes may be extended

Classic Polo plans retail expansion

Van Heusen Evolves new workwear range