商品簡介
CAVEAT-EMPTORMedia 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 selling 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 in a 21st century context. THE MEDIA REVOLUTIONLet the buyer beware! We are in the early stages of a media revolution. There is exponential change everywhere which impacts every aspect of the advertising media planning process. Examples: the changing demographics of the population (which will drive new targeting opportunities and media choices); advertisers demand for integrated marketing communications and accountability; new technologies are expected to drive the explosion of opportunities in the digital world, some traditional media will flounder; media convergence will continue; consumer control will increase,even more. JESSE JAMES RIDES AGAIN!In the past, buying or selling was almost a “goody two shoes” occupation. People were pretty honest. There was little to no fraud found in buying or selling media, no fake audience, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional fraud? 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. Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant online ad fraud perpetrated by a handful of crooks generating bogus clicks, fake impressions, and other lies, bilking advertisers out of $10-11 billion or more annually by fraudsters. That’s a quarter of all online spending! What’s almost 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). Who would have imagined that our new digital brothers and sisters would create such chaos? That’s why Caveat-Emptor (“Let the Buyer Beware”) is the theme for this book. Media planners and buyers will have to be extra diligent when selecting and working with internet suppliers. Here is the outline for this informative book:PART 1 includes five introductory chapters (The Wild, Wild West, Welcome to the Future, The Media Revolution, the Business of Media and Media Math.PART II covers the foundational media concepts of Media Audiences, Communications Effectiveness, and Media Costs.PART III includes 11 chapters on media strategy development such as: Media in Marketing, How Media Work, Target Audience Development, Geographic Media Strategies, Tools of IMC, Traditional Media, Internet Marketing, Social Media, and Developing a Strategic Media Plan.Part III includes six chapters on media buying and media sales: Negotiations, Buying Broadcast Media, Buying Print Media, Buying Internet Advertising, Guerrilla Media, and Media Sales.Part IV is the Future of Media.The AuthorRonald Geskey spent over 30 years in account & media management at Leo Burnett/Chicago, Texas Tech, D’Arcy, Campbell Ewald, and General Motors R*Works.
