Media Flight Plan 6
Subtitle: A Strategic Approach to Media Planning Theory and Practice
Publisher: Deer Creek Publishing
Published: 2010
Place of publication: Provo, Utah; USA
Language: eng
Format: Paperback
Number of pages: 151
ISBN-13: 9780963251596
Description: 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.
Table of contents: title: Table of Contents; title: Section I Media Flight Plan Text Chapters; title: Chapter 1 Basic Marketing And Media Language 1; title: Media Math Conventions 10; title: Chapter 2 Social Media and Social Marketing 11; title: Chapter 3 Marketing Driven Media Plans 18; title: Chapter 4 Organizing A Media Plan 23; title: Chapter 5 The Art of Writing Media Objectives and Strategies 26; title: Chapter 6 ABC’s of Witty, Intelligent Writing 32; title: Chapter 7 Media Tools for Writing Media Case Studies 36; title: Chapter 8 Award-Winning Media Plan 41; title: Section II Media Flight Plan Exercises; title: Exercise 1 Impressions and Ratings 57; title: Exercise 2 Gross Rating Points, Reach and Frequency 63; title: Exercise 3 MFP Online Experiment: GRPs, Reach and Frequency 69; title: Exercise 4 Cost-Per-Thousand and Cost-Per-Point 75; title: Exercise 5 Using Syndicated Consumer Research 79; title: Exercise 6 Using Indexes to Identify Target Audiences 85; title: Exercise 7 Category and Brand Development Indexes (CDI & BDI) 91; title: Exercise 8 Using Quintiles to Evaluate Media Potential 95; title: Exercise 9 Competitive Spending Analysis and SOV 99; title: Exercise 10 Factor “Spreadsheeting” with a Pocket Calculator 105; title: Exercise 11 Weighting Factor Spreadsheets 111; title: Exercise 12 Interpreting Weighting Results 119; title: Exercise 13 MFP Gem Car NEV Tutorial 121; title: Exercise 14 National + Spot Heavy-up Media Buys 123; title: Exercise 15 Stretching your Media Budget 127; title: Exercise 16 Introduction to the Nielsen NAD 131; title: Exercise 17 Introduction to the Nielsen Pocketpiece 137; title: Section III Media Flight Plan Case Studies; title: Village Surf Shoppe 143; title: Harley-Davidson: The New Harley...Ready to Rumble! 146; title: Additional online case studies include:; title: JetBlue; title: Amp Energy Drink; title: Kashi Pizza; title: Harley Women Riders; title: Bullfrog Sun Block; title: 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.