Digital media strategy - the aspects of digital media buying and planning through a strategic campaign framework

Abstract

The following report describes and details my internship experience in the Digital Media Buying team at Mediacom Ltd. The prime goal of this particular internship was for me to get an understanding of how digital media buying and digital media planning works in the actual industries of Bangladesh through digital media. This paper is to elaborate the current Media Buying and Media Planning strategies at Mediacom Ltd., to effectively achieve better outcomes on each of the assigned tasks and to get a better understanding overall. Throughout my early years in university, I never imagined myself being able to work and intern under an advertising agency. In the current society, getting businesses off the ground is already a difficulty in itself. It only made multiple folds harder when communicating a service or product to the targeted audience is not always clear or transparent. This is why understanding how media planning, buying and marketing can be essentially effective at helping businesses to get their name out there. There are many elements to a properly crafted advertisement and it is always advantageous for someone working in media to know what is effective and what is not. In this report, I have tried my best to explain and elaborate on how I have learned and understood at least the basics of how media buying and media planning works. On the way of hopefully effectively making myself a more able and skilled individual working in this field.