Ronald D. Geskey Launches His New Book, ‘Media Planning and Buying for the 21st Century’

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‘Media Planning and Buying for the 21st Century’ is a comprehensive guide that places an emphasis on media planning and buying in the context of the major marketing and communications trends, from integrated marketing communications, the integration of traditional, digital and social media, the recognition that media buying and selling as equal partners with planning, and much more.

In his newly published book, ‘Media Planning and Buying for the 21st Century,’ Ronald D. Geskey provides a comprehensive guide for students and professionals on how to implement a strategic media planning and buying strategy in this new age of digital era.

‘Media Planning and Buying for the 21st Century’ covers three key media planning areas that media planners need to embrace. The first part of book focuses on the mega-trends which are reshaping the marketplace-- population & demographic trends, client needs and demands, new media and technology, media convergence, and consumers taking control. The second part of book discusses the specific factors which must be analyzed and considered before a strategic media plan can be developed. The third part discusses the step by step process of actually developing a professional media strategy and plan.

‘Media Planning and Buying For the 21st Century’ actually discusses the process of negotiating media buys. No other book spends more than a few pages despite the fact that media buying is half the importance of the media function, responsible for spending hundreds of billions of dollars. The book covers developing a negotiating strategy, buying broadcast media, print, internet, and guerrilla media buying. For instance, never enter into a negotiation by the seat of your pants. Have a well thought out negotiating strategy with sellers - 1. First homework, research market and supply & demand conditions, competitive moves, etc. 2. Objectives & priorities - Know what you want to achieve in the negotiation-- pricing or CPM, positioning, specific media vehicles, timing, promotions and value added etc. 3. Have a negotiating strategy to get what you want; have a walk away point, identify or create leverage like giving the entire budget to one seller in exchange for getting what you want, Have a Plan B ready to go. 4. Tactics - what's your negotiating style? Some buyers prove they are idiots by yelling and screaming at the reps.

‘Media Planning and Buying For the 21st Century’ delivers the important message that consumers are gaining more control over their access to product information and media consumption and media planners must respond using marketing communication methods that are both proactive and adaptive.

Book Reviews

Rod Smith, President of SAA Research
"The most significant media book in 40 years. Most up to date and most comprehensive”

Louis M. Schultz, former COO of Campbell Ewald and CEO of Initiative Media IPG Companies
"Ron’s book is a noble effort at changing the way that academia must evolve in order to keep pace with the 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 of how advertising and media will be perceived and used in the 21st Century."

Tracy Roberts, Book Reviewer, Write Field Services
"Media Planning and Buying For the 21st Century’ is a highly recommended media planning and buying guide that will provide students and business professionals with the knowledge and tools to grow and adapt to the changing consumer landscape, particularly the digital landscape. Readers will not only gain critical insight into the various marketing media available, but how and where to best invest their media buying dollars to gain a higher ROI. The book is a must read for anyone currently in the marketing business and for those who are planning a career in media planning what I would call pigeon-holed thinking into an ecumenical presentation of the future that will shape the future."

About the Author

Ron Geskey has over 30 years of experience as a media director, account director and college professor. Ron has a master's degree in communications/marketing, doctoral work, and executive education from Wharton, Northwestern, and Michigan State.

Book Ordering

‘Media Planning and Buying for the 21st Century’ ISBN: 1456505300, is available at and many other online bookstores. The author’s website is

To review ‘Media Planning and Buying for the 21st Century,’ or to arrange for a talk, book signing, or interview with the author, please contact Ron Geskey at 248-894-1151, or email marketting2020(at)aol(dot)com


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