Auburn Hills, MI -- (SBWIRE) -- 05/26/2015 -- There's no doubt among experts that the marketing-media world is changing exponentially—from demographic and geographic shifts to new media technologies. That means media professionals, advertising experts and marketers looking to achieve optimal levels of success in this world need to always have access to the latest information to keep their edge. In that spirit, author and acclaimed advertising expert, Ron Geskey, recently announced the release of the 3rd new and improved edition of his best selling book "Media Planning & Buying in the 21st Century."
The book, widely regarded as an essential part of the media professional's tool box, is expected to now be considered more valuable than ever. It includes 26 insightful chapters, leading professional and student readers step by step in the development and execution of their 21st century strategic media plan.
Geskey argues that all media are good and all can play a marketing role. That's why "Media Planning & Buying in the 21st Century" is not a book about traditional media or digital media or marketing services media or promotional media. It is a book about the strategic use of all media.
Geskey further argues that in many ways the media business today is like returning to the Wild Wild West. "Let the buyer beware' is a theme which emerged in the third edition due to the recent explosion of recent internet advertising fraud-- which was literally stolen an estimated $11 billion from internet advertisers last year. Fraud has become entrenched in all internet media, including display ads, mobile, video, even cost per click including even Google Adwords!
He continues, "Media Planning & Buying in the 21st Century is a book of both theory and practice." In terms of practice, here are a few examples of how you can immediately apply learnings from "Media Planning & Buying in the 21st Century" to your business:
- Learn how to match media and markets like a professional
- Learn how to use the SoLoMo strategy in trading areas
- Learn about a little used media strategy which makes buyers out of strong naysayers
- Learn how to integrate traditional, digital and marketing services media into a cohesive plan
- Learn how to protect yourself from internet fraud.
- Learn about new target marketing opportunities
- Learn how to micro target
- Learn how top professionals negotiate media buys at great cost savings
- Learn why Viewability is a bogus audience measurement system for digital media
- Learn why so many are skeptical about programmatic media buying
"I'm very excited about the release of the 3rd generation of 'Media Planning & Buying in the 21st Century," commented Geskey, about the news. "The new edition delivers a huge amount of new information, and I'd recommend it as essential, even to those who own earlier editions. The media world is too active to not stay on the cutting edge of information."
According to the author, the book covers the world of media, advertising and marketing from A to Z. Not only are the basics dealt with, but the span of the books goes far beyond covering issues of interest to those experienced in the advertising world, and finally bravely covers some predictions for the future.
Readers have responded with very passionate reviews. Here is one:
David D., from New York, recently said, "Ronald Geskey has really delivered something special here. 'Media Planning & Buying in the 21st Century' has helped me turn around my marketing efforts, clearing up some mistakes I was making without even realizing it. The book is easy to digest, and even funny at points. Far from dull and stale, and packed with actionable information. Five stars."
About Media Planning & Buying in the 21st Century
The purpose of this book is to teach students how to develop a strategic media plan from start to finish. However there are a few new bumps in the road. The media world is changing so rapidly that a third edition was believed to be necessary just to keep professors, students and professionals up to date.
To purchase, visit Amazon.com and search the book title. Or for more information be sure to visit http://www.mediaplanningbuyinginthe21stcentury.com/
Ronald Geskey, Sr.
2020:Marketing Communications LLC