Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media by Mr Ronald D Geskey Sr.
Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media by Mr Ronald D Geskey Sr. PDF, ePub eBook D0wnl0ad
Advertising Media Planning and Buying Textbook
NEW! Media Planning & Buying in the 21st Century (3rd edition) is a leading textbook for students and early career professionals about the process of marketing-media planning, media buying and media sales in the 21st century. It is the most comprehensive and up to date media book available explaining the basics of media in simple English and a 21st century integrated marketing communications (IMC) perspective.
Media Planning & Buying in the 21st Century
The book includes 26 chapters leading readers step by step in the development of an actual media plan. Chapters include entry level definitions and perspectives; the media revolution; the concepts of audience, impact and media costs; media math; media in marketing, how media work; target marketing and geographic development; the tools of IMC; role of traditional vs. digital media; internet marketing; developing a strategic media plan; media negotiations and buying; media sales; the future, and a few surprises.
The Media Planning Revolution
Let the buyer beware! We are in the early stages of a media revolution with exponential change everywhere-- which impacts every aspect of the marketing communications and advertising media planning process. Examples: changes in demographics; demand for integrated marketing communications and interactivity; demand for accountability; new technologies and media innovations; certain traditional media will likely flounder; media convergence will continue; and consumers will gain even more control over their media/ advertising consumption.
Jesse James Rides Again!
As if learning about the exciting changes like those cited above wasn’t enough, here’s a new and perhaps unexpected challenge for advertising media professors, students, and professionals alike. In the good old days, media planning and buying and selling used to be a “goody two shoes” occupation, i.e., there was little to no fraud found in buying or selling media, no fake audiences, no cheating, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional dishonesty and breaking the law? No. Multi-million dollar deals with television networks were sealed with a phone call or a handshake. There was mutual trust between buyers and sellers. If a magazine rep promised a page 1 position, you could take it to the bank.
Caveat-Emptor
Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant on line ad fraud perpetrated by a large handful of crooks. With bogus clicks and fake impressions and no transparency, advertisers are being cheated out of at least $10-11 billion or more annually by fraudsters. What’s worse, this fraud is taking place in the open. Industry leadership knows about it, but has done nothing because everyone profits from it (except advertisers).
The Author: Ronald D. Geskey, Sr.
Ronald D. Geskey, Sr. spent over 30 years in account & media management at leading worldwide ad agencies and teaching advertising and media at some leading U.S. universities; including: Leo Burnett/Chicago, Texas Tech, D’Arcy, Campbell Ewald and General Motors R*Works. Ron worked with clients such as Allstate, Midland Bank, Green Giant, KFC, Heinz Ketchup, Glad Bags, 3M Company, Conwed, Chevrolet Motor Division, Chevrolet dealers, and General Motors. Ron has a masters in marketing/communication from Southern Illinois University, and other post graduate work at Northwestern, Michigan State, and Wharton.
From reader reviews:
Frank Huynh:
Information is provisions for folks to get better life, information today can get by anyone from everywhere. The information can be a understanding or any news even a problem. What people must be consider while those information which is inside the former life are challenging be find than now is taking seriously which one works to believe or which one the particular resource are convinced. If you find the unstable resource then you obtain it as your main information it will have huge disadvantage for you. All of those possibilities will not happen inside you if you take Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media as the daily resource information.
Anita Winn:
A lot of people always spent their particular free time to vacation as well as go to the outside with them family or their friend. Do you realize? Many a lot of people spent that they free time just watching TV, or playing video games all day long. If you need to try to find a new activity that's look different you can read some sort of book. It is really fun to suit your needs. If you enjoy the book that you just read you can spent all day long to reading a e-book. The book Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media it doesn't matter what good to read. There are a lot of folks that recommended this book. We were holding enjoying reading this book. When you did not have enough space to create this book you can buy the particular e-book. You can m0ore simply to read this book from your smart phone. The price is not to cover but this book features high quality.
Ramon Hudson:
Guide is one of source of know-how. We can add our knowledge from it. Not only for students but additionally native or citizen need book to know the change information of year to be able to year. As we know those textbooks have many advantages. Beside many of us add our knowledge, can also bring us to around the world. By the book Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media we can acquire more advantage. Don't you to be creative people? To get creative person must love to read a book. Simply choose the best book that acceptable with your aim. Don't be doubt to change your life with that book Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media. You can more desirable than now.
Read Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media by Mr Ronald D Geskey Sr. for online ebook
Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media by Mr Ronald D Geskey Sr. Free PDF d0wnl0ad, audio books, books to read, good books to read, cheap books, good books, online books, books online, book reviews epub, read books online, books to read online, online library, greatbooks to read, PDF best books to read, top books to read Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media by Mr Ronald D Geskey Sr. books to read online.
Tidak ada komentar:
Posting Komentar