Media Buying Practices of Integrated Ad-Agencies to Deliver Advertisement Through TV Channels.

The proliferation of media options, spiraling inflation in advertising cost, the growing number of advertisers i.e., more brands in each category of product, and the inability of the advertising budgets to keep up inflation are some of the factors that increase the need for serious media planning and buying. Media planners today can juggle between various permutations and combinations for perfect media mix. Just few years ago, the choice was restricted to only few programmes. But today there are 24-hour channels devoted to news, sport, and movies with sub categories in each. Clients allocate huge amount for media, the prices for purchasing ads in the TV media have risen rapidly. As a consequence clients demand wants better proof than ever before that their money is well spent. Previously media buying was easy. The ability of the media buying was limited and the agencies had to distribute time slot, based on availability clients go beyond air time. The negotiating skill, good relationship with media owners, leads to good TV media buy. The study was carried out with so many aspects related to TV media buying of International ad-agencies in India with the following set of objectives. To find out the crucial factors that determines the TV media buying, to examine the media buying technique , and to evaluate the problem faced by the ad-agency in media buying. [ABSTRACT FROM AUTHOR]