Media Planning & Buying In the 21st Century

Because new technologies are creating better ways to communicate, marketing and media are rapidly changing. Now, there are an immense number of media choices available to media planners, particularly in digital form. In his book, `Media Planning and Buying For the 21st Century,' Ron 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 medium and how to best execute an integrated marketing campaign.The book 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.Geskey explains that the role of the media planner has shifted from media to marketing communications planning that requires engagement, accountability, ROI, and optimization. He proclaims the internet as the great equalizer which basically levels the marketing field for all businesses. As well, he emphasizes the need to experiment with new media to increase effectiveness. He says that media planners must focus on learning by doing and by actually engaging the material. He says "media planning is a blend of art and science so the media and the creative must work together."Geskey provides a road map for accomplishing a professional media plan so that the reader can learn to incorporate media planning and buying to 21st century trends. This includes learning about media negotiation and buying. He addresses the strategies and challenges of effective media buying and the nature of media negotiations. He explains the importance of metrics and analytics in creating a media plan. He goes into great detail about creating an effective media plan using data from key sources that require calculating metrics for analyses and the various analytic tools and mathematical formulas that data marketing planners have at their disposal to expose the target audience to the campaign. The ultimate goal is to influence consumer purchasing decisions. He notes, "medium effectiveness is perhaps the most important variable when selecting the right media set of data."`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. Geskey effectively and in great detail shows readers how to get a high ROI from their marketing investments. Essential to success is leveraging the power of the internet and how to best influence consumer generated content on purchasing decisions. When used properly, social media becomes a powerful marketing communications tool.`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.Tracy Roberts, Write Field Services

In today's "instant this" and "viral that" world it is easy for information to become outdated - sometimes before it even hits the presses. It is refreshing to come across a book that can dissect the Media industry in a current, exciting and informative way. Ronald D. Geskey does this and more in his book "Media Planning And Buying in the 21st Century".This 24 chapter book is, as the author states in the preface, written for students and beginning professionals. Containing 17 figures and 22 tables, the book is incredibly well organized and informative. Many chapters contain use bright graphics to reinforce their message. Also reinforcing what was just read are the thought provoking questions interspersed through each chapter. The summaries at the end of each chapter are useful to measure if you are getting all you can out of each chapter. They also provide a glimpse into what the next exciting chapter will contain."Media Planning And Buying in the 21st Century" will prove to be an invaluable resource for those just starting their Media career and a dog eared Media "bible" for the student. Whichever path the reader is on, this easy to read, informative, and often times humorous book will be read and reread for many years to come.

In today's world of technology, it is critical that marketing students be exposed to the new marketing trends that are available such as social media, media trends and the ever-changing advertising capabilities that have never before been available in the market place.Media Planning and Buying is innovative and dynamic in its exploration into media planning and buying utilizing traditional, digital and social media. A MUST-HAVE for anyone who is involved in today's marketing/advertising venues. Not only is this Learning Package a valuable asset to any marketing/advertising curriculum, but is also a great advantage of those already in this environment as a guide into current arena.The great Mark Twain commented, "Many a small thing has been made large by the right kind of advertising." Today, communicating that advertising is a new and wonderful world. The Learning Package is the key to that world.

I used this textbook along with its companion workbook and media planner to teach a college level introductory media planning class, but if I had it to do over again, I would have gone with a more established text.It comprehensively addresses the basics, and is written in more accessible language than most media texts (which is what attracted me to this book in the first place). I do find it useful as a reference book in my own media planning / buying library.However, the first edition has several inconsistencies and typos that made its use in the classroom very difficult, especially for students who are not familiar with media planning concepts. Many of the questions in the workbook are too complicated for beginning students, and many of the answers are too close to call, which made grading problematic. I have contacted the author directly about several of the inconsistencies, and he indicated that he and his editor are working to clean up the problem areas, so perhaps future editions will be better classroom resources.If Geskey does in fact clean up the inconsistencies, this set of teaching materials could have potential. But as it is now, I would caution instructors to examine this flawed text very carefully before deciding to use it in a classroom setting.Lastly, I notice one of the five star reviews is from "Ronald Geskey, adman." I'm assuming this is the author's review of his own work; I'm not sure what the rules are about reviewing one's own work, but I feel that it's tacky (at best).