Top Story


Home >> Advertising >> Article

IMPACT Annv Spl: CVL Srinivas on 7 mistakes in media planning

Font Size   16
IMPACT Annv Spl:  CVL Srinivas on 7 mistakes in media planning

CVL Srinivas, Managing Director, LiquidThread (APAC) & Chairman Starcom MediaVest Group (India), points out the seven mistakes in media planning that ruin a campaign.

1. Not understanding the key consumer insight that has implications for media and messaging.

2. Not understanding the brand insights that can help create a differentiated media strategy for the brand

3. Being divorced from the creative strategy and not even seeing the creatives that will be run

4. Over-reliance on databases, tools, optimisers which kill creativity

5. Not understanding the client’s business, the key drivers for their growth and the role of media for their brands

6. Not taking into account the power of digital media and branded content but sticking to the traditional media channels and ad-formats

7. Not setting success measures or building a strong feedback loop to help evaluate the campaign

Also read:
IMPACT Annv Spl: Vikram Sakhuja on 7 big media bets

IMPACT Annv Spl: Shashi Sinha on 7 reasons why media industry will do well

In this week's chillout, Gupta shares her weekend routine that not only helps her deal with the high stress of corporate life but also allows her to create some cherished memories. Read on…

NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

Nikhil Kumar will report to Paritosh Srivastava, COO, Publicis India

On the back of resounding success of its maiden work for Motilal Oswal, Mullen Lintas has introduced a sequel in different settings; again, reinforcing the image of Motilal Oswal as ‘Experts in Equity...

Sony Ten 1 took over Star Sports 1 Hindi to lead the sports genre with three of its properties making it to the Top 5 Programs for BARC Week 46