Q.1.

CASE STUDY:
Create a Media Plan for the new non-stop Mumbai- New York flight aboard brand new Boeing 777-200 LR. The
ticket is priced at 2, 50,000 per seat. 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 sq Magazine Readership Rate ( Full
000’s cm) 000’s page) colour
The Times of 8092 4110 India Today 6263 660000
India
The Hindustan 3947 2085 Outlook 2281 390000
Times
The Hindu 3786 1415 Chitralekha 1250 172500
(Gujarati)
The Deccan 1638 1570 The Week 1219 275000
Chronicle
The Economic 1178 2950 Reader’s 2321 120000
Times Digest (F)
Mid-day 785 339 Outlook 341 260000
Traveller (M)
Dainik Jagran 21244 3132 India Today 10683 375000
(HINDI) W
Dainik Bhaskar 17379 2569 Sarita (Hindi) 4191 150000
W
Navbharat 2958 750 Grihshobha 4121 275000
times (Hindi) M
Rate: Quarter page size equals 400 sq.cm. (25 cm (h) x 16 cm (w)

Media Planning and Buying Case study guidelines:

1. First write Demographic and Psychographic profile of the Target Group.
2. Take both the side of the answer sheet and draw the format as shown.
3. Write down the names of Newspapers followed by names of Magazine in the first vertical column.
4. Calculate the CPM of all the given newspapers and Magazine.
CPM = (Cost of Ad) x 1000
Readership
5. Select the most appropriate Newspapers and magazine, based on thumb rules of buying print media.
6. Decide the number of Insertions for each of the selected newspapers and Magazine.
7. Calculate the amount for each of the selected Newspaper and Magazine. Don’t exceed the budget. +5% or -
5% is allowed.
8. Give reason for selecting and rejecting every newspaper and magazine.
9. Prepare the two / three month schedule as suggested.
10. thumb rules for buying print media
a. Demographic and Psychographic profile of the product / Service should match with the Demographic /
Psychographic profile of newspaper / magazine readership
b. Select those newspaper / magazine whose readership is substantially more
c. Select those newspaper / magazine whose CPM is comparatively less.
d. Select those newspaper / magazine which gives good combination rates
e. Select those newspaper / magazine which matches geographic selectivity
f. Do not Select similar newspaper / magazine as duplication will be high
g. Do not select newspaper / magazine if prestige of the product / service does not match with the prestige
of the vehicle.
MEDIA PLAN
Vehicles CPM Size No of Reasons for vehicle selection /
Insertions Amount non selection
The Times 0.50
of India

The 0.52
Hindustan
Times

The Hindu 0.37

The Deccan 0.95

Chronicle

The 2.50
Economic
Times

Mid-day 0.43

Dainik 0.14
Jagran

Dainik 0.14
Bhaskar

Navbharat 0.25
times

India Today 105.38

Outlook 170.97

Chitralekha 138
(Gujarati)

The Week 225.59

Reader’s 51.70
Digest

Outlook 762
Traveller

India Today 35.10

(HINDI) W

Sarita (Hindi) 35.79

W

Grihshobha 66.73
(Hindi) M

Total

Q.2.
15,000 people see an advertisement 6 times, 35,000 see an advertisement 4 times and 10,000 people see an
advertisement 2 times. Universe is 120,000. Total Cost of Advertising is 45,000.
Find Reach%, GVT & CPT.

Formulae
1. GRPs = Reach % x Frequency
2. GVT = Reach (000’s) x Frequency
3. CPRP =Total Cost
GRPS
4. CPT = Total Cost
GVT (000’S)

5. Reach % = No of People Reached/Universe

6. Reach 000’s = (No of People Reached)/1,000

Note:
1. GRPS & CPRS are in percentages. GRPs are Gross Rating Points. CPRPS are Cost Per
Rating Points
2. GVT & CPT are numbers in 000’s. GVT is Gross Viewership in 000’s. CPT is Cost Per
Thousand