Engaging ROI: New Book Reveals How 21st Century Trends Impact Advertising & Media Effectiveness, Author Says

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Engaging ROI? "This is definitely not your father's media planning!" We are in the midst of a marketing and media revolution which extends well beyond the hype of digital media. These trends will dramatically change marketing communications and media planning processes and results. Communications strategies should leverage and capitalize on the opportunities presented by the trends.

Everything is media. Ron does an excellent job of demonstrating this concept. Every communication that touches a consumer is a media exposure and has some value.

"Media Planning & Buying in the 21st Century" explains how 21st century changes in the marketing and media environment present opportunities to leverage marketing investments and effectiveness, says Ron Geskey, author of the book. "The book doubles as a textbook for college students and a thought provoker for professionals."

The 21st century mega-trends impacting marketing and communications include trends such as the changing demographic face of America, increased consumer control over media and ad consumption, the rise of various forms of digital media, the need for integrated marketing communications, media proliferation and audience fragmentation, declining television effectiveness, the growth of interactive media and other new media forms, and many more.

For example, simply recognizing that the Asian American market is the fastest growing and most upscale ethnic market in the U.S. may induce some marketers to study the Asian market and address it with an integrated marketing program designed to meet their objectives. Other marketers may be more focused on a realistic role for social media, while ohers may be concerned with low to integrate media forms

In addition to an audience of marketing and advertising professionals, "Media Planning & Buying in the 21st Century" has also been adopted by many major universities to use as a text book in media classes, Geskey adds.

On the one hand, "Media Planning & Buying in the 21st Century"represents a "back to the future" point of view when it comes to being marketing driven and defining the consumer problem before deciding on tactics. On the other hand, the book represents a radical departure from traditional thinking about the role of media planning and buying in the 21st century.

Lou Schultz, former CEO of Initiative Media, Interpublic Group's media services agency said, "Geskey's book is an amazing effort aimed at changing the way that marketers and academia must evolve in order to keep pace with effective business practices. It is difficult to write an introductory book on any subject, let alone media, that avoids the tapestry and constraints of history. I think he has succeeded. He has changed the framework of the discussion from what I would call pigeon-holed thinking into an ecumenical presentation of the future that will shape how advertising and media will be perceived and used in the 21st Century.

Schultz also points out an important perspective: today, "Everything is media,.." All media touch points which engage consumers have some value-- whether the medium is text messaging, buzz, stadium signage, or carts or cash register receipts in a supermarket. The walls must come down. If the marketing problem is low consumer trial, then what are the best media options?

The marketing and media environment has and is changing art light speed-- whether we like it or not. "Media is the future" in marketing and communications and job growth.

As Lee Iococca said, "Lead, Follow, or Get Out of the Way."

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Ronald Geskey
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