Media Planning & Buying in the 21st Century, Third Edition: Integrating Traditional & Digital Media (paperback)
 
作者: MR Ronald D. Geskey Sr 
書城編號: 972745


售價: $900.00

購買後立即進貨, 約需 18-25 天

 
 
出版社: CreateSpace
出版日期: 2014/10/29
重量: 0.9 kg
ISBN: 9781502358714

商品簡介
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.

2015年9月 Top 100 暢銷英文書籍 同類商品


Reflections of a Man (paperback)

Come Rain or Come Shine (hardcover)

Premium Gift Bible-NLT (hardcover)

Twice Blessed: Two Amish Christmas Stories (paperback)

The Calorieking Calorie, Fat & Carbohydrate Counter 2016: Pocket-Size Edition (paperback)

Master Harold ...and the Boys (paperback)

To Kill a Mockingbird

War Room Bible Study - Bible Study Book (paperback)

The One and Only Ivan (paperback)

One Flew Over the Cuckoo's Nest (paperback)

Chronicle of a Death Foretold (paperback)

Why Not Me? (hardcover)

Spiritual Mentoring: A Guide for Seeking and Giving Direction (Paperback)

The Maker's Diet (paperback)

Patriot: An Alex Hawke Novel (hardcover)

Building a Winning Sales Management Team: The Force Behind the Sales Force (hardcover)

Building a Winning Sales Force: Powerful Strategies for Driving High Performance (paperback)

ITIL Foundation Exam Study Guide (Paperback)

Merciful: The Opportunity and Challenge of Discipling the Poor Out of Poverty (paperback)

Brave New World (paperback)

還有... [顯示所有書籍]

* 以上資料僅供參考之用, 香港書城並不保證以上資料的準確性及完整性。
* 如送貨地址在香港以外, 當書籍/產品入口時, 顧客須自行繳付入口關稅和其他入口銷售稅項。

 

 

 

  我的賬戶 |  購物車 |  出版社 |  團購優惠
加入供應商 |  廣告刊登 |  公司簡介 |  條款及細則

香港書城 版權所有 私隱政策聲明

顯示模式: 電腦版 (改為: 手機版)