Media planning of Unilever

Abstract

The research has been carried out as a part of BBA program and submitted as a part of the Internship Program of the researcher. The researcher tried to identify the best platforms of acquiring highest GRP. The researcher worked in the television, press and radio planning department of Asiatic Mindshare and got acquainted with media planning process. The company mainly deals with media planning, media buying and implementation. Modern era is the era of advertising and the probability of success of advertising is not only decided by the quality of creative. The practice of media planning, buying and implementation play a vital role for successful campaign to get the optimum result from advertising. There has been a large scale of expenditure behind television, radio and press media. To use the investment wisely media planning is done. In this study the researcher tried to describe the tools used in media planning. This is a quantitative research, done in a very professional way, to present the operations done by media agencies and media planning process. On the process of preparing media activities plan on Unilever. Some information came out which are helpful to understand media exposure of socio economic class C,D & E