Name of the Event |
Guest Lecture – Marketing |
Date |
18th April, 2024, 11 am onwards |
Venue |
610, Seminar Room, 6th Floor |
Topic |
Media Planning |
Faculty In charge |
Dr. Gautam Trehan, Prof. Nitu Nair |
Description |
The guest lecture on Media Planning aimed to provide students with insights into the evolving landscape of media consumption and effective strategies for planning and executing media campaigns. The lecture featured seasoned industry expert Mr. Parag Pandya – Founder, Salt Worldwide who shared practical experiences and valuable perspectives on navigating the complexities of media planning in today’s digital age. The lecture emphasized the importance of understanding audience behavior and preferences across different media channels. Students learned about the significance of audience segmentation, targeting, and persona development in crafting tailored media strategies. Mr. Pandya discussed the concept of media mix optimization and the role of various media channels, including traditional (TV, radio, print) and digital (online, social media, mobile). Students gained insights into allocating budget effectively across different media platforms based on campaign objectives and target audience demographics. Data-driven decision-making emerged as a central theme of the lecture. Students were introduced to tools and techniques for gathering, analyzing, and interpreting data to inform media planning strategies. The lecturer highlighted the significance of data analytics in identifying trends, measuring campaign performance, and optimizing media investments in real-time. The lecture also emphasized the importance of integrating traditional and digital media channels to maximize reach and engagement. Students learned about the synergies between offline and online advertising, as well as the opportunities presented by emerging technologies such as programmatic advertising and artificial intelligence. The guest speaker underscored the importance of creating relevant and compelling content that resonates with the target audience. Students gained insights into developing creative media campaigns that cut through the clutter and drive meaningful interactions with consumers. The lecture highlighted the dynamic nature of the media landscape and the need for media planners to stay abreast of changing consumer trends, technological advancements, and industry developments. Students were encouraged to adopt a flexible and adaptive approach to media planning to remain competitive in a rapidly evolving environment. The guest lecture on media planning provided students with valuable insights and practical strategies for navigating the complexities of today’s media landscape. By understanding audience behavior, leveraging data-driven insights, integrating traditional and digital media, and fostering creativity, students gained the knowledge and skills necessary to excel in the field of media planning and advertising. |