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Home / Syllabus / B.A. in Multimedia and Mass Communication / TY BAMMC Advertising / Semester 6 / Media Planning and Buying

B.A. in Multimedia and Mass Communication Media Planning and Buying Syllabus - Mumbai University

This is the TY BAMMC Advertising syllabus under the CBCS scheme, revision R-2019-20. The University has not published an NEP 2020 syllabus for the third year of this degree, and still examines Semesters V and VI on this one, so check which scheme your exam form names before you revise.

Media Planning and Buying Syllabus.pdf
Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

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Syllabus for Media Planning and Buying

Major elective · Semester 6 · TY BAMMC Advertising · 4 credits · 100 marks

Module I: INTRODUCTION TO MEDIA PLANNING

  • 1 Introduction to Media Planning
  • a Basic Terms and Concepts
  • b The function of Media planning in advertising
  • c Objectives of MP.
  • d Role of Media planner
  • e Challenges in Media planning
  • f BARC and NCCS Grid
  • g Factors influencing media strategy decisions
  • h Criterion for selecting media vehicles

Module II: Negotiation skills in Media Buying

  • a Negotiation Strategies
  • b Laws of Persuasion

Module III: Media planning process

  • a Situation analysis and Marketing strategy plan
  • b Media Briefing
  • c Media objectives and target audience analysis
  • d Media selection and strategy
  • e Media budgeting
  • f Media Buying
  • g Evaluation Factors Affecting Media Mix Decision
  • 3 Media Mix

Module IV: Media Measurement

  • a Reach
  • b Frequency
  • c GRPS/GVT Ratings
  • d TRP/TVT Ratings
  • e Impressions
  • f Cost efficiency
  • g Cost per thousand
  • h Cost per rating
  • i Circulation / Readership /AIR
  • j Selectivity Index
  • k Share of Voice

Module V: Sources of media research

  • a Nielson Clear Decision (NCD for Print)
  • b Broadcast Audience Research Council
  • c Audit Bureau of Circulation
  • d RAM
  • e Comscore – Digital
  • f Alexa

Module VI: Selecting suitable Media option (Advantages and disadvantages)

  • a Newspaper
  • b Magazine
  • c Television ( National, Regional and Local)
  • d Radio
  • e Outdoor and out of home
  • f Transit
  • g Cinema Advertising

Module VII: Media Buying

  • a Newspapers
  • b Magazine
  • c Television
  • d Radio

Module VIII: Communication mix

  • Communication mix

Module 9: Digital Media Buying

  • 1 Buying Digital Advertising: An Overview Paid media, Owned media and Earned media).
  • 2 Digital Sales Funnel
  • 3 Direct buys from the websites / Impact Buys
  • 4 Programmatic Buying: [DSP (Demand side platform) or RTB (Real time bidding)]
  • 5 Advertising via Premium Publishers
  • 6 Advertising via Networks and Exchanges
  • 7 Affiliate
  • Network (
  • Click bank,
  • Commission
  • junction,
  • adfuncky,
  • 7search.com)
  • 8 The Local Publishing Market
  • 9 OTT Platforms
  • 10 Influencers Marketing or social media influencers
  • 11 Content advertising
  • 12 Native advertising
  • 13 App installed campaign
  • 14 Push notification
  • 15 Google ads
  • 16 Bing ads
  • 17 Lead Progression
  • a Cost per impression
  • b Cost per click(CPC)
  • c Cost per lead (CPL) Cost per action (CPA) or pay per action ( PPA)
  • d cost per conversion or Revenue sharing or cost per sale.

Reference Books and material

  • Advertising Media Planning, by Roger Baron, Jack Sissors, McGraw Hill, Seventh Edition
  • 2 Advertising Media Planning-. Jack Z Sissors, McGraw Hill 6th Edition

Reproduced from the University of Mumbai syllabus for B.A. in Multimedia and Mass Communication under NEP 2020. Wording is as printed in that syllabus. Module numbering is as printed there too.

The complete syllabus

This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.

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