Media Planning & Buying in the 21st Century: Second Edition

Want a job in advertising? Well, the marketing and media revolution continues unabated! Advertising media planning also continues in its transition to integrated marketing communications.

Media Planning & Buying in the 21st Century is the most comprehensive, up to date, and easy to read media book available.

Introducing the Second Edition (January 2013) of Media Planning & Buying in the 21st Century! Written for college students and early career professionals, the book is a how to media planning & buying textbook and reference.

The second edition is updated with new industry trends for marketing and markets, traditional and digital media, including internet marketing, social media and a whole new chapter on Media Sales, a major source of ad jobs.
Says Lou Schultz, a one-man media think tank and former CEO of Interpublic's Initiative Media:

“Ron’s book is a remarkable effort to support the way academia must evolve if it is to keep pace with business practices. It is difficult to write an introductory book on any subject, let alone media, without becoming entangled in the tapestry and constraints of history. I think Ron has succeeded. He has changed the framework of the discussion from what I would call pigeonhole thinking to an ecumenical presentation of how the future will shape the perception and use of advertising and media in the 21st Century.”

The book's 560 pages provides instructor's with a lot of content and flexibility in designing classes. The contents include:

Welcome to the Future
The business of media
The 21st century revolution in marketing, markets & media
Media math review
Audience concepts (all media)
Understanding media costs
Media Impact
Media in marketing
Communications roles
Target market priorities
Geographic strategies
Timing strategies
The tools of IMC
Traditional media
Internet marketing
Social media marketing
Building the media plan
Media buying negotiations
Buying broadcast media
Buying print media
Buying online media
Guerrilla media buying
Media sales
The future

Instructor Flexibility
Because the book is a hefty 550+ pages ( a workbook and reference are also available) it gives profs the flexibility to emphasize the content that THEY judge to be most important for their students—whether all material or emphasizing planning, buying, selling, or new media. Instructors can also supplement the text with a learn by doing workbook and a media reference which includes real world media costs.

Why did I Write this Book?
This book was written because there is not a really good media book available (my opinion). One fairly popular book caused my students to ask, "Where's the beef?" Another is so boring and disorganized that students are unable to comprehend the content. All are out of date. In the age of new media, some authors have almost forgotten that media is primarily a marketing discipline. Other books barely mention media buying which is at least half the importance of the function. None give a paragraph to IMC or integration. So here's why I decided to write my own book!

Media is a creative, strategic marketing discipline, and should be presented that way.We are in an exciting period with change all around us. We are in the midst of a 21st century revolution, but no authors seem to have noted that fact, other than the digital revolution.

Current books are not comprehensive, e.g., barely mentioning the discipline of MEDIA BUYING which is at least half of the importance of the media function. Finally, most media books are badly out of date and have somehow lost much marketing focusAnd they are boring, hard to understand, and uninspiring (too bad because it is a fascinating time.