Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media

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9781502358714: Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media
From the Publisher:

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 the Publisher:

CAVEAT-EMPTOR 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 selling 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 in a 21st century context. THE MEDIA REVOLUTION Let the buyer beware! We are in the early stages of a media revolution. There is exponential change everywhere which impacts every aspect of the advertising media planning process. Examples: the changing demographics of the population (which will drive new targeting opportunities and media choices); advertisers demand for integrated marketing communications and accountability; new technologies are expected to drive the explosion of opportunities in the digital world, some traditional media will flounder; media convergence will continue; consumer control will increase,even more. JESSE JAMES RIDES AGAIN! In the past, buying or selling was almost a “goody two shoes” occupation. People were pretty honest. There was little to no fraud found in buying or selling media, no fake audience, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional fraud? 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. Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant online ad fraud perpetrated by a handful of crooks generating bogus clicks, fake impressions, and other lies, bilking advertisers out of $10-11 billion or more annually by fraudsters. That’s a quarter of all online spending! What’s almost 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). Who would have imagined that our new digital brothers and sisters would create such chaos? That’s why Caveat-Emptor (“Let the Buyer Beware”) is the theme for this book. Media planners and buyers will have to be extra diligent when selecting and working with internet suppliers. Here is the outline for this informative book: PART 1 includes five introductory chapters (The Wild, Wild West, Welcome to the Future, The Media Revolution, the Business of Media and Media Math. PART II covers the foundational media concepts of Media Audiences, Communications Effectiveness, and Media Costs. PART III includes 11 chapters on media strategy development such as: Media in Marketing, How Media Work, Target Audience Development, Geographic Media Strategies, Tools of IMC, Traditional Media, Internet Marketing, Social Media, and Developing a Strategic Media Plan. Part III includes six chapters on media buying and media sales: Negotiations, Buying Broadcast Media, Buying Print Media, Buying Internet Advertising, Guerrilla Media, and Media Sales. Part IV is the Future of Media. The Author Ronald Geskey spent over 30 years in account & media management at Leo Burnett/Chicago, Texas Tech, D’Arcy, Campbell Ewald, and General Motors R*Works.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Descripción Createspace Independent Publishing Platform, United States, 2014. Paperback. Estado de conservación: New. 3rd. 229 x 155 mm. Language: English . Brand New Book ***** Print on Demand *****. 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. Nº de ref. de la librería APC9781502358714

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Descripción Createspace Independent Publishing Platform, United States, 2014. Paperback. Estado de conservación: New. 3rd. 229 x 155 mm. Language: English . Brand New Book ***** Print on Demand *****.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. Nº de ref. de la librería APC9781502358714

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