Media Planning & Buying Course in Vashi
Plan budgets across channels, negotiate placements and buy media that delivers — the strategic side of paid marketing.
Media planning and buying is what sits above campaign execution. Someone decides that a budget should be split across search, social, display and video in particular proportions, and that decision usually matters more than how well any individual campaign is run.
This module teaches that decision. You work through audience research, channel selection and budget allocation across the funnel, then produce a real media plan document of the kind agencies present to clients.
Buying is covered on both sides: programmatic through exchanges, and direct negotiation with publishers, which remains common in the Indian market and is a skill few juniors have. Media economics — CPM, CPC, CPA, CPL and when each is the right basis — is taught until the arithmetic is second nature.
The module closes on brand safety, viewability and ad fraud, which is where a meaningful proportion of display budget quietly disappears.
What you will learn
- 1Media planning fundamentals and terminology
- 2Audience research and channel selection
- 3Budget allocation across the funnel
- 4Programmatic buying and ad exchanges
- 5Direct publisher deals and negotiation
- 6Reach, frequency and share of voice
- 7CPM, CPC, CPA and CPL economics
- 8Building a media plan document
- 9Post-campaign analysis and optimisation
- 10Fraud, viewability and brand safety
What you can do by the end
- Build a defensible media plan for a real budget
- Allocate spend across channels with a rationale
- Negotiate a direct placement with a publisher
- Run a post-campaign analysis that informs the next plan