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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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Media Flight Plan 6: A Strategic Approach to Media Planning Theory and Practice
2010, Deer Creek Publishing
Paperback
in English
0963251597 9780963251596
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Work Description
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.
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Feedback?August 17, 2021 | Edited by MARC Bot | import existing book |
March 12, 2011 | Edited by Dennis Martin | Provided more accurate detail to "What's it about." |
February 22, 2011 | Edited by Dennis Martin | Included description on: What's it about? |
August 29, 2010 | Edited by Administrator | Edited without comment. |
August 29, 2010 | Created by 69.169.142.233 | Added new book. |