Strategic Media Planning and Buying: Integration of Traditional and Digital Media - Paperback

by Basant Rathore (Author)

This book explores media planning, media buying and the advertising landscape in India. It provides a comprehensive look into the essential aspects of media strategies for brands and businesses to effectively reach their intended audiences and consumers.

Author Biography

Basant Rathore is Senior VP, Strategy, Brand and Business Development at the Jagran Group, India. He has worked at media agencies like Ogilvy, Mudra, Mindshare and Madison. An alumnus of MICA, Ahmedabad, he has conducted over 30 media workshops. Over the last decades he has been a visiting faculty at MICA, IIMC, XIM Bhubaneshwar, IMT Ghaziabad and Flame University, among others.