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Books on:



Mass Media









Media Flight Plan






Martin D.G. Media Flight Plan V. – Provo, Utah : Deer Creek Publishing, 2006. – 148 p.


Table of Contents



Table of Contents



Chapter 1. Basic Marketing – Media Language

Chapter 2. Marketing Driven Media Plans

Chapter 3. Organizing A Media Plan

Chapter 4. The Art of Writing Media Objectives & Strategies

Chapter 5. ABCs of Witty, Intelligent Writing

Chapter 6. Media Tools for Writing Media Case Studies

Chapter 7. Hallmark Award-Winning Media Plan



Exercise 1. Impressions and Ratings

Exercise 2. Gross Rating Points, Reach & Frequency

Exercise 2. A MFP Online Experiment. .. GRPs, Reach & Frequency

Exercise 3. Cost-Per-Thousand & Cost-Per-Point

Exercise 4. Using Mediamark Syndicated Consumer Research

Exercise 5. Using Index Numbers to Select Target Audiences

Exercise 6. Category and Brand Development Indices (CDIs & BDIs)

Exercise 7. Using Quintiles to Evaluate Media Potential

Exercise 8. Competitive Spending Analysis with SOV

Exercise 9. Spreadsheeting with a Pocket Calculator

Exercise 10. Learning to Weight Spreadsheets

Exercise 11. Interpreting Weighting Results (from Ex. 10)

Exercise 12. Media Flight Plan Honda ATV Tutorial

Exercise 13. National + Spot Heavy -up Media Buy s with MFP

Exercise 14. Stretching your Media Budget with Aledia Flight Plan

Exercise 15. Introduction to Nielsen's NAD

Exercise 16. Introduction to Nielsen's Pocketpiece



Village Surf Shoppe Case Study

Bullfrog Sunblock Case Study

iPod Shuffle Case Study

Harley-Davidson Case Study





Deer Creek Publishing has invested unprecedented resources into developing the first web-based Media Flight Plan software and textbook. Our fifth edition provides access to data from real-world syndicated sources including MRL CMR, SRDS, and Nielsen data – all integrated online with exercises and case studies – and presented in the same format found in the professional marketing/media world. Although change is inevitable with new editions, adopting professors have asked us to continue with the original MFP philosophy, i.e. – to democratize the complex world of reach curves, frequency distributions and media efficiency models. Integrated marketing, database marketing, and relationship marketing have increased the demand for more powerful yet user-friendly software. We are confident that we., have made improvements consistent with the changing world of marketing and media planning without sacrificing simplicity or accuracy. Moreover, both text and software underwent beta tests in four universities resulting in significant improvements based on student and professor critiques.

The new Media Flight Plan V web-based software includes a new main-screen interface and will soon offer new media choices, new dayparts, new cost databases, and new Nielsen reach curves. (Nielsen data used by permission). We have also updated the beta binomial distribution model that generates reach/frequency estimates. Village Surf Shoppe, Bullfrog Sunblock, Apple iPod Shuffle, and Harley Davidson Sportster are totally new case studies.

Despite technological advances, the authors believe the most valuable knowledge a student can take from studying this discipline goes beyond rote memorization of media terms, formulae, and rate book skills. Although a knowledge of media fundamentals is essential, the Media Flight Plan philosophy is to move students beyond mechanical application of media skills. A liberal education suggests a need to push intellectual boundaries, to encourage analytical flunking and rigorous problem solving. Students must learn, to apply both theory and applied media principles intelligently. Following a series of text chapters and exercises, we conclude this text with a set of four marketing intensive case studies. Together, all of these elements combine to deliver an integrated marketing/media planning experience.

When employers interview a candidate for an advertising or marketing position, more than any other quality they want a person who knows how to analyze and solve marketing/media problems. They want to hire individuals educated to think strategically. Moreover, they will insist on someone who knows how to articulate this strategy in writing. Media Flight Plan F will continue to focus on strategic planning as the most important knowledge goal. When used as intended. Media Flight Plan V helps eliminate busy work and focus student time and energy on marketing problem solving and strategic planning. While we may not succeed in democratizing all of the complexities of media planning, our goal is deliver as much reality as possible while providing a simulated, real-world experience that blends the technical with both applied and theoretical knowledge.


Basic Marketing-Media Language


A prerequisite for working with media research data is to have a command of the language and to learn the basic theory behind the language. First, however, you have to commit to learning the language. Sharing a common, precise language helps media planners, buyers, sellers, and researchers communicate clearly and effectively. As you work with the terms and concepts in this chapter, try to grasp what they mean instead of trying to memorize every detail. This will help with the formulas later in the chapter. First, learn the concept – knowing what to do will follow naturally because you've got a basic knowledge of the concepts.

Universe (Population): A universe is the total group of persons in a specific geographic area that share a common characteristic. An example would be "Women age 18-49" or "Adults living in D counties". Universes have a geographic limit–Total US or Detroit Metro. Universes are made up of Households, and although Households aren't persons, they can be treated as if they are-any formula that works for a demographic group also applies to households. The terms Universe and Population are interchangeable – different research sendees use one or both. Universes are important–they are the basis for many calculations in the media world. Here is an example of the universes used by the Nielsen Company for their national television measurement service: …"


The full text of the book can be found at bookstores, e-bookstores and libraries.


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See also:

Advertising Reach and Frequency

Principles and Practices of Classified Advertising

Principles of Advertising

Books on Advertising

Books on PR

Books on Mass Media