The Author
Ron Geskey
The author of Media Planning & Buying in the 21st Century, 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, and many others such as:
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, and many others such as:
Kentucky Fried Chicken, Allstate Insurance, Union Oil, Glad Bags and others. At D'Arcy, Ron worked with 13 divisions of the 3M Company, the Academy of General Dentistry, and other 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 has completed executive 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.
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 All are out of date.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!
Ron has a masters in communication from Southern Illinois University, doctoral work at Texas Tech, and has completed executive 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.
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 buying (50% of media function)
- Current media books are badly out of date
- Current media books have lost much marketing focus
- And they are boring, hard to understand, and uninspiring (too bad because it is a fascinating time.