TYBAMMC 2021-2022

MEDIA PLANNING & BUYING

Internal Evaluation
Submission date: 31st January 2023
INDIVIDUAL PROJECT
Create a Media Plan for Titan wrist watches both for men and women. Price is in the range of Rs 2500 to
35,000. The schedule will last two months. The advertisements are in colour. The budget for the print
campaign is three crore (30000000).

Size:
Magazine: Single and/ or double spread
Newspaper: Half page
Use rate card given below
Dallies Readership Rates (in Magazine Readership Rate ( Full
sq cm) page)
000’s 000”s colour

The Times of 7965 4238 India Today (W) 6471 710900

India

DNA 810 2123 Vanitha 2829 660000

(Malayalam) (F)

The Hindu 3732 1770 Karmasangsthaan 682 309,000

(Bengali) (W)

The Economic 1535 2600 Business India (F) 654 395,000

Times

Lokmat 5887 691 Business Today (F) 815 465,000

(Marathi)

Eenadu (Telugu) 1670 1350 Saras Salil (F) 1365 326000

(Hindi)

Anandabazar 5653 870 Mathrubhumi (W) 897 203,800

Patrika (Bengali)
(Malayalam)
 Deepika 8691 845 Femina (F) 309 780,000
(Malayalam)

Dainik Jagran 21241 3260 Meri Saheli (Hindi) 634 2,44,000

(M)
(Hindi)

Nava Bharat 11398 1250 Grihalaxmi 750 640000

(Hindi) (Malayalam) (M)
Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w)

Sample plan is given in ANNEXTURE I

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ANNEXTURE I

A sample solution for Individual internals Media Planning

and Buying

ANNEXTURE I

1. CASE STUDY:

Create a Media Plan for ‘Voltas split AC’, 1 Ton at Rs45490 and 1.5 Ton at Rs55490’. The schedule will
last two months. The advertisements are in colour. The budget for the print campaign is three crore
(30000000).

Size:
Magazine: Single and/ or double spread
Newspaper: Half page
Use rate card given below
Dallies Readership Rates (in Magazine Readership Rate ( Full
sq cm) page)
000’s 000”s colour

The Times of 8254 4638 India Today (W) 6150 690500

India

Indian Express 1010 1855 Kumudam (Tamil) 976 350000

(W)
 The Hindu 3832 1880 AnandaVikatan 682 309,000
(Tamil) (W)

The Economic 1329 2800 Business World 880 495,000

Times (W)

Maharastra Times 1529 739 Business Today (F) 875 480,000

(Marathi)

Eenadu (Telugu) 1670 1350 MalayalaManoram 1290 621000

a (W) (Malayalam)

MalayalaManora 7850 780 Mathrubhumi (W) 897 635,800

ma
(Malayalam)
(Malayalam )

Mathrubhumi 6544 890 Forbes India (F) 220 890,000

(Malayalam )

DainikJagran 21241 3260 India Today 1330 2,97,000

(Hindi) (W)
(Hindi)

Hindustan 10398 950 Frontline (F) 172 240000

(Hindi)
Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w)

Solution to the case study:

Demographic profile:
males & females , 27 to 55, A & B, NCCS house hold,
Corporate houses, Institutions
Psychographics: Those who are interested in comfort, lifestyle, quality and status

MEDIA PLAN

Vehicles CPM Size No of Reasons for vehicle selection

Insertions / non selection

Amount
The Times of 0.56 HP 3 11131200 Profile of the vehicle and
India product is a perfect match.
Readership High. CPM IS
LOW, and very prestigious
for the target group.

Indian Express 1.83 NIL NIL NIL In comparison to TOI,

Readership is low and CPM
is High. Also to avoid
duplication with Times of
India

The Hindu 0.49 HP 3 4512000 Huge Readership in south

India, with low CPM

The Economic 2.10 HP 3 6720000 Profile of vehicle and

Times product is a perfect match.
Readership is substantial.
Though CPM is high it is the
most prestigious for the
Target group. Also to get
maximum discount from
TOI group as a multiple rate
(combination rates) for TOI,
ECO Times

Maharastra 0.48 NIL NIL NIL Readership TG is not the

Times focus of the campaign. CPM
on higher side with low
(Marathi) readership base. Budgetary
constrain

Eenadu (Telugu) 0.80 NIL NIL NIL High CPM. Readership TG

not the focus of the
campaign.

MalayalaManora 0.09 HP 3 1872000 Huge readership in south

ma India with lowest CPM
makes it a very attractive
(Malayalam ) vehicle to achieve campaign
objectives
 Mathrubhumi 0.13 NIL NIL NIL In comparison to MM,
Readership is low and CPM
(Malayalam ) is High. Also to avoid
duplication with MM

DainikJagran 0.15 NIL NIL NIL Though readership is

HUGE, with low CPM,
(Hindi) budgetary constrain force to
drop DJ from the Media
plan. Also Hindi speaking
TG is not the focus of the
current campaign.

Hindustan 0.09 NIL NIL NIL Hindi speaking TG is not the

(Hindi) focus of the current
campaign.

India Today (W) 112 FP 3 2071500 Most prestigious magazine

for TG. High Readership and
Low CPM,

Kumudam 358 FP 3 2071500 Popular in south India with

(Tamil) (W) substantial readership and
reasonable CPM

AnandaVikatan 453 NIL NIL NIL In comparison with

(Tamil) (W) Kumudam Readership is
Low and CPM is high. To
avoid duplication with
Kumudam.

Business World 562 FP 3 2071500 Prestigious for the defined

(W) TG of the campaign.
substantial readership and
reasonable CPM

Business Today 548 NIL NIL NIL In comparison to BW which

(F) is weekly, it’s Fortnightly.
Hence BW suits more for
achieving the campaign
objectives.
MalayalaManora 160 FP 3 1863000 Huge readership in south
ma (W) India with lowest CPM
(Malayalam) makes it a very attractive
vehicle to achieve campaign
objectives

Mathrubhumi 227 NIL NIL NIL In comparison to MM,

(W) Readership is low and CPM
is High. Also to avoid
(Malayalam) duplication with MM

Forbes India (F) 4045 NIL NIL NIL Low readership with high
CPM. Profile of the TG does
not match with the vehicle

India Today 223 NIL NIL NIL Hindi speaking TG is not the
(Hindi) (W) focus of the current
campaign

Frontline (F) 1395 NIL NIL NIL LOW readership and High
CPM. TG does not match

Total 30704700

1st WEEK TOI, MM, BW

2ndWEEK Hindu, ET, MM (M)

3rdWEEK TOI, IT, Kumudam

4thWEEK Hindu, ET, BW

5thWEEK TOI, MM, Kumudam

6th WEEK Hindu, IT, MM (M)

7thWEEK ET, Kumudam

8thWEEK MM, IT., MM (M)