Read Media Planning & Buying in the 21st Century

Media Planning & Buying in the 21st Century

Ronald D. Geskey Sr.

4.9/5 (28077 ratings)

Description:Want a job in advertising? Well, the marketing and media revolution continues unabated! Advertising media planning also continues in its transition to integrated marketing communications.Media Planning & Buying in the 21st Century is the most comprehensive, up to date, and easy to read media book available.Introducing the Second Edition (January 2013) of Media Planning & Buying in the 21st Century! Written for college students and early career professionals, the book is a how to media planning & buying textbook and reference.The second edition is updated with new industry trends for marketing and markets, traditional and digital media, including internet marketing, social media and a whole new chapter on Media Sales, a major source of ad jobs.The book's 560 pages provides instructor's with a lot of content and flexibility in designing classes. The contents include:Welcome to the FutureThe business of mediaThe 21st century revolution in marketing, markets & mediaMedia math reviewAudience concepts (all media)Understanding media costsMedia ImpactMedia in marketingCommunications rolesTarget market prioritiesGeographic strategiesTiming strategiesThe tools of IMCTraditional mediaInternet marketingSocial media marketingBuilding the media planMedia buying negotiationsBuying broadcast mediaBuying print mediaBuying online mediaGuerrilla media buyingMedia salesThe futureInstructor FlexibilityBecause the book is a hefty 550+ pages ( a workbook and reference are also available) it gives profs the flexibility to emphasize the content that THEY judge to be most important for their students—whether all material or emphasizing planning, buying, selling, or new media. Instructors can also supplement the text with a learn by doing workbook and a media reference which includes real world media costs.Why did I Write this Book?This book was written because there is not a really good media book available (my opinion). One fairly popular book caused my students to ask, "Where's the beef?" Another is so boring and disorganized that students are unable to comprehend the content. All are out of date. In the age of new media, some authors have almost forgotten that media is primarily a marketing discipline. Other books barely mention media buying which is at least half the importance of the function. None give a paragraph to IMC or integration. So here's why I decided to write my own book! Media is a creative, strategic marketing discipline, and should be presented that way.We are in an exciting period with change all around us. We are in the midst of a 21st century revolution, but no authors seem to have noted that fact, other than the digital revolution.Current books are not comprehensive, e.g.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Media Planning & Buying in the 21st Century. To get started finding Media Planning & Buying in the 21st Century, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Format: PDF, EPUB & Kindle Edition

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ISBN: 1630016497

Description: Want a job in advertising? Well, the marketing and media revolution continues unabated! Advertising media planning also continues in its transition to integrated marketing communications.Media Planning & Buying in the 21st Century is the most comprehensive, up to date, and easy to read media book available.Introducing the Second Edition (January 2013) of Media Planning & Buying in the 21st Century! Written for college students and early career professionals, the book is a how to media planning & buying textbook and reference.The second edition is updated with new industry trends for marketing and markets, traditional and digital media, including internet marketing, social media and a whole new chapter on Media Sales, a major source of ad jobs.The book's 560 pages provides instructor's with a lot of content and flexibility in designing classes. The contents include:Welcome to the FutureThe business of mediaThe 21st century revolution in marketing, markets & mediaMedia math reviewAudience concepts (all media)Understanding media costsMedia ImpactMedia in marketingCommunications rolesTarget market prioritiesGeographic strategiesTiming strategiesThe tools of IMCTraditional mediaInternet marketingSocial media marketingBuilding the media planMedia buying negotiationsBuying broadcast mediaBuying print mediaBuying online mediaGuerrilla media buyingMedia salesThe futureInstructor FlexibilityBecause the book is a hefty 550+ pages ( a workbook and reference are also available) it gives profs the flexibility to emphasize the content that THEY judge to be most important for their students—whether all material or emphasizing planning, buying, selling, or new media. Instructors can also supplement the text with a learn by doing workbook and a media reference which includes real world media costs.Why did I Write this Book?This book was written because there is not a really good media book available (my opinion). One fairly popular book caused my students to ask, "Where's the beef?" Another is so boring and disorganized that students are unable to comprehend the content. All are out of date. In the age of new media, some authors have almost forgotten that media is primarily a marketing discipline. Other books barely mention media buying which is at least half the importance of the function. None give a paragraph to IMC or integration. So here's why I decided to write my own book! Media is a creative, strategic marketing discipline, and should be presented that way.We are in an exciting period with change all around us. We are in the midst of a 21st century revolution, but no authors seem to have noted that fact, other than the digital revolution.Current books are not comprehensive, e.g.We have made it easy for you to find a PDF Ebooks without any digging. And by having access to our ebooks online or by storing it on your computer, you have convenient answers with Media Planning & Buying in the 21st Century. To get started finding Media Planning & Buying in the 21st Century, you are right to find our website which has a comprehensive collection of manuals listed.
Our library is the biggest of these that have literally hundreds of thousands of different products represented.

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Media Planning & Buying in the 21st Century

Media Planning & Buying in the 21st Century

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