• by Adam Bernard , June 13, 2002

Flowcharts, diagrams that show step-by-step progression through a procedure or system, are an integral part of any advertising campaign. However, there are only a few sites that specialize in flowcharting media. Finding the flowcharting site that is best depends on one’s needs, but here is a selection of resources available online.

MPlanner.com (part of the mediapost.com website that i1?šcompanion of this magazine) is a fully functional flowcharting site that lets users plan in any medium, using as many scenarios and vehicles combinations as necessary, while continually tracking spending and flighting. Once the plan has been created, MPlanner allows for real-time sharing via the web. It also has a directory for finding specific titles, sites, and stations. MPlanner is free to all MediaPost members.

Etelmar.com has many media planning products to offer, including the Flowmaster flowcharting system. Flowmaster will produce a graphical flowchart for any media activity for up to two years. You may add GRPs, CPPs, Costs, Creative Executions, and Sales Indices. You must be a paid registered member to use this system.

Imusa.com’s (Interactive Market System) PowerFlow is a flowcharting system that forms the central component of IMS’ Media Planner’s Workstation. PowerFlow enables planners to produce media flowcharts quickly, integrating any medium and expenditure data. PowerFlow ties in to 600 syndicated and proprietary databases. You must be a paid registered member to use this system.

MediaPlan.com, the company that invented the first media flowchart, Manas, has several planning components. Brandfx, a flowcharting tool that incorporates advanced data, seasonality, and advertising responsiveness directly into flowcharts; and VRP (Volume Rating Point) metrics and Consumer Mix Modeling systems to evaluate how different target audiences respond to various media. You must be a paid registered member to use this system.

Neosys.com (NEOSYS Software) is primarily accounting software that has a media flowcharting and buying system component. The NEOSYS media-buying system is designed to fully automate and control the whole process of media buying, from planning to execution to accounting. To use this system, you must be a paid client.