And Buying, Author - Arpita Menon, no of
pages - 345, Published by - Tata McGraw Hill , Our
Price: Rs 420 only * postage/'courier charges extra, Market
price: Rs 525/ )
Published by McGraw Hill and
titled Media Planning & Buying, Principles and Practices in the Indian context,
the book is a must read for anyone with the slightest interest in this esoteric
The book begins with a segment which introduces
the environment, the roles
within a media agency, the structures of a media
gency, and follows it up with a chapter on metrics relating to TV and print and
others on media strategy, defining target groups, market prioritization, media
weights, media mix decisions, scheduling, building a plan, evaluating media buys,
the buying process, plan implementation, budget setting and the solutions approach.
Through this Arpita Menon covers the entire gamut of the media process, and
that too with specific reference to the Indian context. She also offers practical
advice like: “An approach of treating media partners as only suppliers and
using the size of the client’s business as a bludgeon to beat down the rates
is an extremely short sighted approach. …A good buyer should never approach
a buy from a superior postion. A mature buyer ensures that the deal is done in
a fashion which does not come at the cost of media partner’s interests-
a classical win-win deal."
Something which all in Indian
media know, but, something that very few media practitioners follow. Getting a
better rate/10 second spot is primarily what drives buyers in India today, especially
in tough times.
Menon has brought in all the knowledge and her years
of practical experience while writing her book. Hence it is peppered with examples,
samples, cases, problems and solutions related to what happens in the real media
planning and buying world. So the book can serve as more than an academic learning
tool for industry executives who want an insight into the media professional’s
However, its greater good comes from the fact that
it fills a long standing vacuum for a text book on media planning and buying relevant
to India. Normally, students in the scores of media training institutes that have
come up recently have to rely on the practical experience of industry professionals
who double up partime teachers to learn about the media profession. Now students
can use Menon’s tome as an additional reference resource.
was written in a time where there was one major GEC leader in Star Plus; Colors
had just popped up on the media horizon. Since Colors has succeeded, the media
environment has multiplied in its complexity and planning and buying in a teeming
with competition market has become that much more challenging. Guess one will
have to wait for the next edition for Menon to give her perspective on that. Definitely
worth a buy.
what Industry people have to say about "Media Planning and Buying"
“Arpita Menon’s book
Media Planning and Buying fulfils a vital need for a practical guide
that can help students and practitioners understand the fundamentals of the art
and science of media planning in the exciting Indian market. Written by a veteran
who has a rich and varied experience in the media industry, the book is easy to
read and is full of information, examples and practical ‘how-to-do’
tips. It should be a compulsory reading for everyone who deals with media planning
and buying. I strongly recommend this book to both students and practicing managers”.
Executive Director and CEO, Draftfcb + Ulka
“The media industry has grown
so rapidly in the last decade that many entrants into this industry (and many
existing practitioners too) have neither the time nor the wherewithal to sharpen
Media professionals have busy schedules,
and many do not realize that a conceptual understanding of the nuts and bolts
of the media business is critical for them to exit and excel.
This book, from a sound thinker with amazing conceptual clarity coupled with years
of hands-on experience in the media planning and buying of some of the best known
brands and in handling demanding situations, is a godsend for all of us in the
My advice to all is: ‘Sip and Dip’
this book as it will answer a lot of questions about media fundamentals which
you were afraid to ask”.
CEO India, Lodestar Universal Media
“Finally, a definitive
textbook on Indian media with Indian case studies. For students of media as well
media practitioners, this is certainly a bible whether for understanding the basic
principles of Indian media planning and buying, refreshing concepts, or confirming
CEO, Radio City
book is an in-depth practitioner’s perspective on the complex world of media
planning and buying. Rich in detail, supported by illustrations and examples,
the book brings forth her passion for the subject which, I’m sure, will
infect the reader!
Her collaborative approach exemplifies
the new paradigm in media. Debate and discussion are necessary to shift the transactional
approach into a more value- based approach. The book classifies that we need to
change gears to be able to drive meaningful growth in the industry if all the
players have a shared value system, as outlined in her chapter on solutions.
I’ll sum up by borrowing a quote by Confucius from her book: ‘He who
does not economize will have to agonize-a quote that resonates with me. However,
I will not economize in my praise for the output she has delivered. In fact the
greatest compliment I can pay her is that I wish I had written this book.”
Founder and Chairperson, Spatial Access Group
book is the only specific, practical piece of writing on media buying and selling
that I have come across in the recent past. It should become a standard textbook
for any student planning to pursue planning or buying as a career.”
Author of The Indian Media