Author: Ronald Geskey
Publisher: Createspace Independent Publishing Platform
ISBN: 9781505326895
Category :
Languages : en
Pages : 0

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Book Description
Workbook companion to textbook, Media Planning & Buying in the 21st Century, 3rd Edition. Covers each chapter of textbook. Includes open ended questions, math problems, analysis, media mix model, role playing exercises, etc.

Author: Ronald D. Geskey
Publisher: Createspace Independent Publishing Platform
ISBN: 9781502358714
Category : Advertising media planning
Languages : en
Pages : 0

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Book Description
Advertising Media Planning and Buying Textbook NEW! Media 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 sales 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 a 21st century integrated marketing communications (IMC) perspective. Media Planning & Buying in the 21st Century The book includes 26 chapters leading readers step by step in the development of an actual media plan. Chapters include entry level definitions and perspectives; the media revolution; the concepts of audience, impact and media costs; media math; media in marketing, how media work; target marketing and geographic development; the tools of IMC; role of traditional vs. digital media; internet marketing; developing a strategic media plan; media negotiations and buying; media sales; the future, and a few surprises. The Media Planning Revolution Let the buyer beware! We are in the early stages of a media revolution with exponential change everywhere-- which impacts every aspect of the marketing communications and advertising media planning process. Examples: changes in demographics; demand for integrated marketing communications and interactivity; demand for accountability; new technologies and media innovations; certain traditional media will likely flounder; media convergence will continue; and consumers will gain even more control over their media/ advertising consumption. Jesse James Rides Again! As if learning about the exciting changes like those cited above wasn't enough, here's a new and perhaps unexpected challenge for advertising media professors, students, and professionals alike. In the good old days, media planning and buying and selling used to be a "goody two shoes" occupation, i.e., there was little to no fraud found in buying or selling media, no fake audiences, no cheating, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional dishonesty and breaking the law? 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. If a magazine rep promised a page 1 position, you could take it to the bank. Caveat-Emptor Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant on line ad fraud perpetrated by a large handful of crooks. With bogus clicks and fake impressions and no transparency, advertisers are being cheated out of at least $10-11 billion or more annually by fraudsters. What's 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). The Author: Ronald D. Geskey, Sr. Ronald D. Geskey, Sr. spent over 30 years in account & media management at leading worldwide ad agencies and teaching advertising and media at some leading U.S. universities; including: Leo Burnett/Chicago, Texas Tech, D'Arcy, Campbell Ewald and General Motors R*Works. Ron worked with clients such as Allstate, Midland Bank, Green Giant, KFC, Heinz Ketchup, Glad Bags, 3M Company, Conwed, Chevrolet Motor Division, Chevrolet dealers, and General Motors. Ron has a masters in marketing/communication from Southern Illinois University, and other post graduate work at Northwestern, Michigan State, and Wharton.

Author: Ronald Geskey
Publisher:
ISBN: 9781481997096
Category : Business & Economics
Languages : en
Pages : 176

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Book 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 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.

Author: Bradley Schultz
Publisher: Routledge
ISBN: 1317449274
Category : Performing Arts
Languages : en
Pages : 245

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Book Description
Sports Media covers reporting, anchoring, and production, and offers thorough descriptions of the sports reporter and anchor's function in sports journalism. This text offers important historical background on the evolution of the sports industry, some grounding in the business of sports, and a discussion of social issues including the experience of women in sports journalism. New to this edition: An introduction focused on the intersection of economics, technology, and culture that drives modern sports journalism Interviews with industry experts currently working in the field of sports journalism The evolution of the industry to today’s audience-driven, social media-influenced landscape Reporting as storytelling in a modern media environment A companion website (www.routledge.com/cw/schultz) featuring video and audio examples from the authors’ own work to illustrate concepts from the text, links to additional examples and further resources, video tours of production facilities, video interviews with leaders in the field, and an updated instructor’s manual.

Author: Jeffrey C. Ulin
Publisher: Routledge
ISBN: 1351136615
Category : Art
Languages : en
Pages : 578

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Book Description
In this updated edition of the industry staple, veteran media executive Jeff Ulin relates business theory and practice across key global market segments—film, television, and online/digital—providing you with an insider’s perspective that can't be found anywhere else. Learn how an idea moves from concept to profit and how distribution dominates the bottom line: Hollywood stars may make the headlines, but marketing and distribution are the behind-the-scenes drivers converting content into cash. The third edition: Includes perspectives from key industry executives at studios, networks, agencies and online leaders, including Fox, Paramount, Lucasfilm, Endeavor, Tencent, MPAA, YouTube, Amazon, and many more; Explores the explosive growth of the Chinese market, including box office trends, participation in financing Hollywood feature films, and the surge in online usage; Illustrates how online streaming leaders like Netflix, Amazon, Apple, YouTube, Hulu and Facebook are changing the way TV content is distributed and consumed, and in cases how these services are moving into theatrical markets; Analyzes online influences and disruption throughout the distribution chain, and explains the risks and impact stemming from changing access points (e.g., stand-alone apps), delivery methods (over-the-top) and consumption patterns (e.g., binge watching); Breaks down historical film windows, the economic drivers behind them, and how online and digital delivery applications are changing the landscape. Ulin provides the virtual apprenticeship you need to demystify and manage the complicated media markets, understand how digital distribution has impacted the ecosystem, and glimpse into the future of how film and television content will be financed, distributed and watched. An online eResource contains further discussion on topics presented in the book.

Author: Helen Katz
Publisher: Taylor & Francis
ISBN: 1000579638
Category : Business & Economics
Languages : en
Pages : 251

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Book Description
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.

Author: Seungwon "Shawn" Lee
Publisher: CRC Press
ISBN: 1482251841
Category : Business & Economics
Languages : en
Pages : 378

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Book Description
Here is the first book to specifically and comprehensively address the rapid changes and advances in technology in the planning, management, and marketing of meetings and events. The multigenerational trio of authors, including Joe Goldblatt and two of his former students, Seungwon "Shawn" Lee and Dessislava Boshnakova, cover the most important aspects of using technology for today’s meetings and events, such as How to harness the power of social media How to use crowdsourcing effectively How to choose appropriate room layout design software How to manage and use guest-generated content How to measure and evaluate your success How to choose meeting registration software How to promote your meeting with blogs, websites, podcasts, and more How to hold virtual meetings and events How to use search engine optimization to advantage The area of meeting and event technology is a fast-growing component of the meetings, incentives, conventions and exhibition (MICE) industry. With a foreword by Corbin Ball, an internationally renowned speaker, consultant and writer in the meetings and events technology field, The 21st Century Meeting and Event Technologies will be an essential resource for hospitality students and business professionals. Faculty may request an examination copy from [email protected]. Please provide your name and title, course title, course start date, current text, number of students, and your institution address.

Author: John Allen Hendricks
Publisher: Routledge
ISBN: 1351816330
Category : Language Arts & Disciplines
Languages : en
Pages : 458

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Book Description
The Radio Station offers a concise and insightful guide to all aspects of radio broadcasting, streaming, and podcasting. This book’s tenth edition continues its long tradition of guiding readers to a solid understanding of who does what, when, and why in a professionally managed station. This new edition explains what "radio" in America has been, where it is today, and where it is going, covering the basics of how programming is produced, financed, delivered and promoted via terrestrial and satellite broadcasting, streaming and podcasting, John Allen Hendricks and Bruce Mims examine radio and its future within a framework of existing and emerging technologies. The companion website is new revised with content for instructors, including an instructors’ manual and test questions. Students will discover an expanded library of audio interviews with leading industry professionals in addition to practice quizzes and links to additional resources.

Author: Michael Llewellyn-Williams
Publisher:
ISBN: 9780615747323
Category :
Languages : en
Pages : 208

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Book Description
A practical step-by-step guide to the art and science of building brands without the fluffy nonsense and BS. As one of the author's clients put it, "Forget the touchy-feely stuff. This is the real deal."This book describes in detail the breakthrough BrandMechanics(r) proprietary FBE(tm) methodology based on a simple step-by-step process for creating a powerful brand strategy and includes many examples, across dozens of market categories, of how to get it right and avoid getting it wrong.For the first time in print, the author reveals the secrets behind the remarkable process that has generated hundreds of thousands of dollars in revenue from clients in the U.S., U.K., Europe, Asia and Canada, including Disney, Toyota/Scion, Visa, AOL, Boston Consulting Group, Miller Brewing, City of San Jose, McDonald's, Hewlett-Packard, Accenture, Tomb Raider/Lara Croft, Mandalay Bay Resort & Casino, Pentax Cameras and many others.Also revealed is the shocking truth about the many high-priced advertising and digital agencies, design studios and consulting firms who charge their clients small fortunes for brand strategy development while regularly outsourcing the work and paying a fraction of what they charge, and often delivering an "immersion" in the brand without actually defining its Essence.This book is a must-read for anyone involved in the marketing and branding business - from Fortune 500 CEOs to students considering a career in the industry.

Author: Jeffrey N. Wasserstrom
Publisher: Oxford University Press
ISBN: 0199974993
Category :
Languages : en
Pages : 205

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Book Description
The need to understand this global giant has never been more pressing: China is constantly in the news, yet conflicting impressions abound. Within one generation, China has transformed from an impoverished, repressive state into an economic and political powerhouse. In the fully revised and updated second edition of China in the 21st Century: What Everyone Needs to Know, China expert Jeffrey Wasserstrom provides cogent answers to the most urgent questions regarding the newest superpower, and offers a framework for understanding its meteoric rise. Focusing his answers through the historical legacies--Western and Japanese imperialism, the Mao era, and the massacre near Tiananmen Square--that largely define China's present-day trajectory, Wasserstrom introduces readers to the Chinese Communist Party, the building boom in Shanghai, and the environmental fall-out of rapid Chinese industrialization. He also explains unique aspects of Chinese culture such as the one-child policy, and provides insight into how Chinese view Americans. Wasserstrom reveals that China today shares many traits with other industrialized nations during their periods of development, in particular the United States during its rapid industrialization in the 19th century. He provides guidance on the ways we can expect China to act in the future vis-à-vis the United States, Russia, India, and its East Asian neighbors. The second edition has also been updated to take into account changes China has seen in just the past two years, from the global economic shifts to the recent removal of Chongqing Party Secretary Bo Xilai from power. Concise and insightful, China in the 21st Century provides an excellent introduction to this significant global power.