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1 of 3 people found the following review helpful
5.0 out of 5 stars Media Planning and Buying For the 21st Century, June 23, 2011
This review is from: Media Planning & Buying In the 21st Century (Paperback)
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
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