Media Planning and Buying in the 21st Century Workbook 2nd Edition

ISBN-10: 1481997092
ISBN-13: 9781481997096
Edition: N/A
Authors: Ronald Geskey
List price: $39.95
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Description: Media Buying & Planning in the 21st Century is the companion workbook to the textbook of the same name. Its 176 pages contain questions, problems and exercises, and student cases. Each chapter of the workbook corresponds to a chapter in the  More...

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Book details

List price: $39.95
Publisher: CreateSpace Independent Publishing Platform
Publication date: 1/20/2013
Binding: Paperback
Pages: 176
Size: 8.00" wide x 10.00" long x 0.40" tall
Weight: 1.210
Language: English

Media Buying & Planning in the 21st Century is the companion workbook to the textbook of the same name. Its 176 pages contain questions, problems and exercises, and student cases. Each chapter of the workbook corresponds to a chapter in the textbook. (Professors may also choose to ask students to complete all or selected questions or use the workbook for class discussion.)Why a workbook? The best way to learn media media planning concepts is by "doing" In the workbook, students answer questions that measure their understanding of key concepts. For each chapter,the workbook includes; REVIEW QUESTIONSEach chapter includes questions that requires a degree of understanding for students to complete. By referring back to the text (if needed) in order to complete questions we believe greater learning will take place. EXERCISESThe workbook also contains many exercises which require students do demonstrate how to solve problems. For example, an exercise may involve calculating data about audiences, costs, impact levels in order to determine the best media options (given assumptions). Students are usually queried as to "why" they answered as they did.MEDIA EVALUATIONS & PLANSThere are several real world exercises which require students to complete real world media evaluations of the type that clients often send over to the agency. The workbook also includes a case study which may be used to develop a full media plan.MEDAIMThe workbook also provides access to an online model for media mix analysis. For example, the student might ask, "At a given budget (budget input provided by student), what would the the resulting reach and frequency and effective frequency be for different combinations of media.

The author, Ron Geskey, has over 30 of experience with major advertising agencies and universities. He has both taught and made his living at media planning and buying for Fortune 50 clients. Ron's professional career began at Leo Burnett in Chicago where he worked in media and in account management on accounts like Keebler Cookies & Crackers, Green Giant, H.J. Heinz, Kentucky Fried Chicken, Allstate Insurance, Union Oil, Glad Bags and others. At D'Arcy, Ron worked with 13 divisions of the 3M Company as well as retail and banking businesses. Ron moved to Detroit in the 1980s to assume a senior management role on the Chevrolet account, both in media and account management.Ron has a masters in communication from Southern Illinois University, doctoral work at Texas Tech, and management development programs at Wharton School of Business, Northwestern University, and Michigan State University. Ron has also written several books, including the annual Thumbnail Media Planner, David vs. Goliath: Guerrilla Media Buying for Small Business: a New Way to Win, Free Marketing in Social Media, and others.

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