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This book was written to fill the need for a book on Media Planning and Buying in the Indian context. Summary Of The Book Media planning, in the beginning, used to be simple - choosing the newspaper or magazine to buy space in. But then came radio and television. Even after this, the choices were not so complex. There were just one or two radio stations and only Doordarshan for a long time. Then, in the 1990s, the satellite channels era was ushered in, and suddenly, advertisers found they had more choices. They now had more options, but their job was made more difficult, as they had to choose from a long list of options. Now, in the 21st century, with ever increasing choices and further media fragmentation, Media Planning and Buying has become a vital and highly specialized field. Independent media planning agencies have now emerged that just offer media planning services to clients, while the creative services are left with the ad agencies. Advertising agencies themselves are now concentrating on offering better and competitive Media Planning and Buying services. In this scenario, students who are doing management courses specializing in marketing, marketing executives,,and companies buying these services are all looking for more information to better plan their strategies. This book provides comprehensive coverage of the topic. It covers everything from media basics, the changing roles and structures in the media agencies, media strategy in the current context, to planning, budgeting and implementation. The book's contents: Roles and Structures; Media Basics; Media Strategy; TG Definition; Market Prioritization; Media Weights; Media Mix Decisions; Scheduling; Building a Plan; Evaluating Media Buys; The Buying Process; Plan Implementation; Budget Setting; Solutions Approach. In the fast evolving media scenario, with ever increasing choices, and a growing demand for accountability from clients, there is a need for a deeper understanding of media planning. Both students and experienced professionals in the industry feel a need to understand the science and theory behind Media Planning and Buying. This book clearly explains the principles and the theories of media planning in detail, focusing on the Indian context. The author uses several case studies and real life examples to explain the concepts. She provides several interesting bits of information from media history. She also provides practical tips and guides for media professionals and students. The book fills a vital need for a text book on the subject of media planning in India. About Arpita Menon Arpita Menon is an experienced media professional. Media Planning and Buying is her first book. Arpita Menon has extensive experience in diverse roles in the media industry - planning, strategy, buying, research, and client management. She has worked for several companies like Lodestar Universal, JWT and Starcom. She is currently Managing Partner at a media analytics company, Quantemplate. She has contributed articles to many online media sites like exchange4media, and Indiantelevision.com. She has also taught at Narsee Monjee Institute of Management Studies and at Xavier Institute of Communications.