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Media Planning and Buying in the 21st Century, Third Edition Integrating Traditional and Digital Media

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ISBN-10: 1502358719

ISBN-13: 9781502358714

Edition: N/A

Authors: Ronald Geskey

List price: $89.95
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Media Planning & Buying in the 21st Century, Third Edition is a significantly updated textbook and media source book for early career professionals. Included is a new chapter, The Wild Wild West which emphasizes the growing importance of caveat-emptor makes readers aware of the risks of using many new media in evaluating and investing in some digital media as many researchers have found a high incidence of fraud.The book also provides updated content on the media revolution, the media tools of integrated marketing communications, media audiences and costs, internet marketing, social media, strategic media planning, the growing importance of geography in media planning, media negotiations…    
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Book details

List price: $89.95
Publisher: CreateSpace Independent Publishing Platform
Publication date: 10/29/2014
Binding: Paperback
Pages: 686
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 2.2

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…