Revolutionary New Marketing Book, “Media Planning & Buying in the 21st Century” is Now Available, says Author

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Media Planning & Buying in the 21st Century is the most up to date and comprehensive media book available, according to publisher, 2020:Marketing Communications LLC. The book reportedly guides the reader step by step through a planning and buying process which comprehends how changes in the market place—such as population and demographic trends, the mandate for integrated marketing communications, increased consumer control, media proliferation, audience fragmentation, and the growing impact of digital media-- are changing the media planning and buying paradigms in the ROI era.

Do you know what your budget is doing tonight?

“Millions of advertising dollars are wasted every week because of bad media decisions,” opines Ronald Geskey, author of the new marketing and media book, “Media Planning & Buying in the 21st Century.”

Geskey explains: “Look at it this way, if you are a medium sized advertiser spending $25 million on marketing communications, and 15% is wasted, that’s $3.8 million down the drain plus lost sales and profit. There are numerous ways that marketing dollars can be wasted. At the top of the list would be the lack of a strategic planning or lack of a vision of how advertising actually works for a brand.

Specific money-wasting culprits include poor target market definitions such those discussed in chapter 10; or, maybe the wrong forms of marketing communications were used such as those discussed in chapter 14; or, because media buying was not based on a sound negotiating strategy, discussed in chapter 19; or, because guerrilla buying opportunities were neglected such as those discussed in chapter 23.

“Media Planning & Buying in the 21st Century” is the “the most significant media planning book in 40 years,” says Rod Smith, President and CEO of SAA Research who has worked with auto companies, American Express, and other clients.

Smith explains that “Media Planning & Buying in the 21st Century” is the most up to date and comprehensive media planning and buying book on the market. Smith opined, that the book is “definitely not your father’s media planning” because it takes an unorthodox approach which distinguishes it from existing texts.
Most of all, Media Planning & Buying in the 21st Century leverages the marketing and media trends to favor the advertiser’s ROI. These trends are not only about technology and digital media, but also include other changes in the marketing environment—such as the changing face of the population and the need for integrated marketing communications.

Media Planning & Buying in the 21st Century has already been adopted for classes in many leading universities, Geskey adds. But the book is just as useful for professionals who want to learn or update their skills.

The book’s chapters include Welcome to the Future, The Revolution, Media Math, Audience Concepts, Understanding Media Costs, About Media Impact, Media in Marketing, How do Media Work? Integrated Marketing Communications, Traditional Media, Internet Marketing, Social Media, How to Develop a Strategic Media Plan, Step by Step, Media Negotiations, Buying Broadcast Media, Buying Print Media, Buying Internet Advertising, Guerrilla Media Buying, and Media of the Future.

Ron Geskey has over 30 years of professional experience both as a media director and account director in leading advertising agencies such as Leo Burnett/Chicago, D’Arcy, and Campbell-Ewald. He also has taught at several universities. Geskey has a masters degree in communications /marketing, doctoral work, and executive programs at Wharton, Northwestern, and Michigan State.


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