Media Flight Plan 6

A Strategic Approach to Media Planning Theory and Practice

от Dennis G Martin и Dennis G. Martin; Robert D. Coons

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Media Flight Plan 6

Media Flight Plan 6

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Последний раз отредактировано ImportBot 20 декабря 2023 г. | История Издание Media Flight Plan 6 (2010)

Media Flight Plan 6

A Strategic Approach to Media Planning Theory and Practice

от Dennis G Martin и Dennis G. Martin; Robert D. Coons

Media Flight Plan 6

The 6th edition includes a new chapter on Social Media and Social Marketing. All of the chapters and exercises have been edited and updated. Two new online case studies are included in this edition: Jet Blue and a new small business case study, LightSPEED Zulu headsets.

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Previews available in: английский язык

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Обложка Media Flight Plan 6

2010, Deer Creek Publishing Paperback на английский язык 0963251597 9780963251596 Библиотеки поблизости от вас: WorldCat

Book Details

Table of Contents Section I Media Flight Plan Text Chapters Chapter 1 Basic Marketing And Media Language 1 Media Math Conventions 10 Chapter 2 Social Media and Social Marketing 11 Chapter 3 Marketing Driven Media Plans 18 Chapter 4 Organizing A Media Plan 23 Chapter 5 The Art of Writing Media Objectives and Strategies 26 Chapter 6 ABC’s of Witty, Intelligent Writing 32 Chapter 7 Media Tools for Writing Media Case Studies 36 Chapter 8 Award-Winning Media Plan 41 Section II Media Flight Plan Exercises Exercise 1 Impressions and Ratings 57 Exercise 2 Gross Rating Points, Reach and Frequency 63 Exercise 3 MFP Online Experiment: GRPs, Reach and Frequency 69 Exercise 4 Cost-Per-Thousand and Cost-Per-Point 75 Exercise 5 Using Syndicated Consumer Research 79 Exercise 6 Using Indexes to Identify Target Audiences 85 Exercise 7 Category and Brand Development Indexes (CDI & BDI) 91 Exercise 8 Using Quintiles to Evaluate Media Potential 95 Exercise 9 Competitive Spending Analysis and SOV 99 Exercise 10 Factor “Spreadsheeting” with a Pocket Calculator 105 Exercise 11 Weighting Factor Spreadsheets 111 Exercise 12 Interpreting Weighting Results 119 Exercise 13 MFP Gem Car NEV Tutorial 121 Exercise 14 National + Spot Heavy-up Media Buys 123 Exercise 15 Stretching your Media Budget 127 Exercise 16 Introduction to the Nielsen NAD 131 Exercise 17 Introduction to the Nielsen Pocketpiece 137 Section III Media Flight Plan Case Studies Village Surf Shoppe 143 Harley-Davidson: The New Harley. Ready to Rumble! 146 Additional online case studies include: Amp Energy Drink Kashi Pizza Harley Women Riders Bullfrog Sun Block

All case studies include professional quality online resources used by permission: Online materials include MRI syndicated data needed to evaluate the target audience, SRDS qualitative data, CMR (Competitive Media Reports), quantitative marketing data, etc.

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Заметки издания

Published in Provo, Utah, USA

Классификации

Library of Congress HF5825 .M37 2011

Вкладчики

Web Programming & Design Jon Trelfa

Физический объект

Формат Paperback Количество страниц 151 Размеры 11 x 8.5 x 1 Вес 1 pounds

Идентификаторы

Open Library OL24339142M Internet Archive mediaflightplan60000mart ISBN 13 9780963251596

Source records

Описание работы

Media Flight Plan was developed in response to the need for affordable media planning simulations in the university classroom. Professional level media planning software ranges in price from hundreds to thousands of dollars. Media Flight Plan, including both the textbook and the online simulation, sells at or below the average price of a used textbook. MFP provides university students' access to not only realistic simulations of planning software, but also includes access to professional syndicated data like MRI, SRDS, Nielsen data, (all by permission) and other syndicated sources that only large corporations and agencies can afford. Besides the online software simulation, the text includes eight chapters that cover basics like basic math models involved in media buying/planning, and exercises that cover calculation of audience ratings, media share, reach and frequency, and gross rating points. Case studies are included for actual Fortune 500 clients. All cases require students to interpret and apply professional syndicated data and employ the basic methods for writing marketing driven media plans. Both authors, Dennis Martin and Dale Coons, have professional ad agency experience. Coons is executive vice president in a major agency where he directs research, media planning and client development. He is among the most sought-after experts in the field of advertising research. Martin worked on national brands as a copywriter and creative director and co-authored Strategic Advertising Campaigns, a national best-seller for Advertising Age's publishing division. Earning his Ph.D. at University of Illinois, he achieved national and international recognition as a professor of marketing communications.