Top Story

e4m_logo.png

Home >> Media - Others >> Article

ABC decides on refresher course for media planners

11-March-2005
Font Size   16
ABC decides on refresher course for media planners

Audit Bureau of Circulation (ABC) has realised that there is still quite a lot about the print industry that doesn't get due attention in the minds of the custodian of advertisers' money or media planners. To change the situation, the organisation has arranged a seminar on March 16 to bring to light various facets of the body with the media players.

Sharing more on the reason behind the initiative, ABC officials says, “For quite sometime we have been getting feelers that most media planners are depending more on readership, lifestyle and product linkage data than on circulation whilst preparing their media plans. A need was therefore felt that circulation data which is collected on the basis of a very rigorous process of checks and balances should also be used along with readership data. Certified circulation data in any geographics would be a key to fair estimates of RPC (Readers per copy) for various publications."

ABC also intends to familiarize media planners with the certified circulation data put out on the bureau's website. With this it hopes to encourage the media planning fraternity to give due weightage to the importance of certified circulation data while planning advertising campaigns.

The topics which are to be covered in the session include General overview & history of ABC, Bureau’s broad audit guidelines, Rigorous process of circulation audit, Books and records of publisher members which are audited, Utility of ABC data and Circulation and Readership to co-exist.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...