Revolutionary New Advertising Media Planning Book, “Media Planning & Buying in the 21st Century” Now Available (Second Edition)!
Media Planning & Buying in the 21st Century is the most up to date and comprehensive media planning and buying book available, according to Ronald Geskey Sr., publisher & CEO of 2020:Marketing Communications LLC. The book guides the reader step by step through a planning and buying process in the context of the changes occuring in the market place—such as population and demographic trends, the mandate for integrated marketing communications, increased consumer control, media proliferation, audience fragmentation, and the growing impact of digital media-- are changing the media planning and buying paradigms in the
Rochester, MI (PRWEB) June 07, 2012 - Do you know what your budget is doing tonight?
“Millions of advertising dollars are wasted every week because of bad media decisions,” opines Ronald Geskey, author of the new marketing and media book, “Media Planning & Buying in the 21st Century.”
Geskey explains: “Look at it this way, if you are a medium sized advertiser spending $25 million on marketing communications, and 15% is wasted, that’s $3.8 million down the drain plus lost sales and profit. There are numerous ways that marketing dollars can be wasted. At the top of the list would be the lack of a strategic planning or lack of a vision of how advertising actually works for a brand.
Specific money-wasting culprits include poor target market definitions such those discussed in chapter 10; or, maybe the wrong forms of marketing communications were used such as those discussed in chapter 14; or, because media buying was not based on a sound negotiating strategy, discussed in chapter 19; or, because guerrilla buying opportunities were neglected such as those discussed in chapter 23.
“Media Planning & Buying in the 21st Century” is the “the most significant media planning book in 40 years,” says Rod Smith, President and CEO of SAA Research who has worked with auto companies, American Express, and other clients.
Smith explains that “Media Planning & Buying in the 21st Century” is the most up to date and comprehensive media planning and buying book on the market. Smith opined, that the book is “definitely not your father’s media planning” because it takes an unorthodox approach which distinguishes it.
Media Planning & Buying in the 21st Century is the most up to date and comprehensive media planning and buying book available, according to Ronald Geskey Sr., publisher & CEO of 2020:Marketing Communications LLC. The book guides the reader step by step through a planning and buying process in the context of the changes occuring in the market place—such as population and demographic trends, the mandate for integrated marketing communications, increased consumer control, media proliferation, audience fragmentation, and the growing impact of digital media-- are changing the media planning and buying paradigms in the
Rochester, MI (PRWEB) June 07, 2012 - Do you know what your budget is doing tonight?
“Millions of advertising dollars are wasted every week because of bad media decisions,” opines Ronald Geskey, author of the new marketing and media book, “Media Planning & Buying in the 21st Century.”
Geskey explains: “Look at it this way, if you are a medium sized advertiser spending $25 million on marketing communications, and 15% is wasted, that’s $3.8 million down the drain plus lost sales and profit. There are numerous ways that marketing dollars can be wasted. At the top of the list would be the lack of a strategic planning or lack of a vision of how advertising actually works for a brand.
Specific money-wasting culprits include poor target market definitions such those discussed in chapter 10; or, maybe the wrong forms of marketing communications were used such as those discussed in chapter 14; or, because media buying was not based on a sound negotiating strategy, discussed in chapter 19; or, because guerrilla buying opportunities were neglected such as those discussed in chapter 23.
“Media Planning & Buying in the 21st Century” is the “the most significant media planning book in 40 years,” says Rod Smith, President and CEO of SAA Research who has worked with auto companies, American Express, and other clients.
Smith explains that “Media Planning & Buying in the 21st Century” is the most up to date and comprehensive media planning and buying book on the market. Smith opined, that the book is “definitely not your father’s media planning” because it takes an unorthodox approach which distinguishes it.
