‘Strategic Media Planning and Buying’ by Basant Rathore: Book Review: The current media consumption, buying and selling scenario in India ( and globally) is constantly in flux. It’s disrupted by algorithms, shifting consumer behaviour, and a relentless proliferation of new platforms and technologies that make any attempt to simplify it outdated by the time it hits the print. However, ‘Strategic Media Planning and Buying’ by Basant Rathore is an easy-to-understand Guide to the Business of Media in India. It integrates traditional and digital media, presenting media planning and buying from an Indian perspective in a clear and comprehensive manner. In the process, by sticking to the basic foundation, it ensures that it remains relevant.
‘Strategic Media Planning and Buying’ addresses the industry professional’s need to brush up on their understanding, as well as the needs of newcomers, such as students and professionals, in a friendly tone. It helps explore the fascinating, ever-changing maze of media planning and buying, covering media theory, definitions, research, and application with clarity, structure, and purpose.
The book, for a change, successfully bridges the theoretical framework and the practical work situation. It genuinely delivers on its promise to cut through jargon, demystify the complexities of media strategy, and help the readers understand the subject.
The book is not sectionalised in real terms, but the progression of attempting to demystify and gradually provide answers to media questions, like selection target audience and media vehicle, media mix, buying where, how much and when and even touching on media marketing and organisational structures in media can be seen as three distinct sections.
SECTION 1. FOUNDATION.
If you are a veteran in advertising, marketing or media, you may skip the first section, which is a must-read for newcomers and students. It lays out the building blocks of media theory—from basic concepts to data collection methodologies. There’s a refreshing directness in how Basant Rathore discusses research: not as a ritual, but as a critical tool to shape campaigns that matter. Concepts like GRPs, TRPs, reach, and frequency are explained in real-world contexts, not in abstract bullet points. Whether you’re grappling with the understanding of differences and effectiveness of a panel-based system versus a digital tracking methodology, or whether to trust social listening over traditional surveys, this section gives you the initial bearings for your media compass.
Section -2. PRACTICAL
The book leaps into the practical aspects of building a media strategy and advertising plan. It acknowledges the complexity of managing brand identity while navigating media noise. The case-based explanations and structured approach make it evident that this is not just a manual; it is a workshop. Campaign planning is discussed not just in terms of where to spend, but why to spend and when to hold back—a lesson many marketers learn too late.
SECTION- 3. OPERATIONAL
The third section provides a comprehensive examination of media planning nuances, including selecting the optimal mix, choosing the most suitable vehicles (TV, digital, print, OOH, radio, etc.), and the tactical aspects of media buying. It doesn’t just talk about choosing a media mix but explores the implications of those choices. For instance, it addresses negotiating media rates, understanding agency dynamics, and utilising media audits as a tool for accountability. Basant Rathore presents the dilemmas and decisions marketers face daily, and then provides a framework to navigate them wisely.
RELEVANCE.
The book maintains its contemporary relevance through references to Indian advertising, which operates within a unique socio-economic context. Rural-urban divides, regional languages, smartphone penetration, and traditional loyalties to TV and print—all of these play a role in shaping media plans. The book acknowledges this context and ensures the reader never loses sight of it.
The media landscape is quite complex, but the book effectively balances both traditional and digital media. It does not succumb to the hype of digital, nor does it dismiss legacy media. Instead, it explains how each platform has a role to play in an integrated plan. The suggestions are based on evidence and experience, not trends.
USEABILITY.
The book serves multiple audiences. For students and researchers, it provides a structured syllabus worth following. For media and communication professionals, it is a practical playbook. For brand managers, it offers a reassuring lens on how to invest wisely across channels. People in the Industry who have been around for a long time may not find the book relevant, unless they approach it with an open mind and a willingness to question their understanding, which is a tough ask on any day.
The language is simple but not overly simplistic. The tone is factual but engaging. Most importantly, it treats the reader with respect—it assumes a willingness to learn and grow, not a lack of intelligence.
LOOKING FOR MORE.
I am always seeking more examples and case studies to enhance my understanding, and I find that the book could benefit from more cases and updated media scenarios in new editions, especially those that cater to the ongoing digital disruption and address the post-pandemic shifts in Indian media consumption. Despite this minor blip, the book remains relevant and a must-read. I would hope that the media trainers, facilitators and management institutes expose their students to this gem of a book.
NET NET
The book is a timely and valuable addition to the academic knowledge of Indian media and advertising. It’s methodical, informed, and quietly confident—exactly the traits one hopes for in a media planner. A clear-headed, deeply insightful, and context-rich guide that deserves a spot on every media planner’s desk.
The book is highly recommended to Business and management students, Media and communication researchers, Marketing professionals across brands and agencies and Curious readers who want to understand how brands reach them so effectively (or not)
THE AUTHOR.
Basant Rathore is Senior VP, Strategy, Brand and business development at the Jagran group, India. He has worked at media agencies such as Ogilvy, Mudra, Mindshare, and Madison. He is an alumnus of MICA, Ahmedabad, and has been a visiting faculty member at MICA, IIMC, XIM Bhubaneswar, IMT Ghaziabad, and Flame University, among others.
THE BOOK: ‘Strategic Media Planning and Buying’ by Basant Rathore. Atlantic Publishers and Distributors. INR 1595. Page 414.
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