Media Selling: Television, Print, Internet, Radio
This newly revised and updated edition of Media Selling addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales.\ \ A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media\ Addresses the unprecedented consolidation and...
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For the past two decades, Media Selling and its predecessor, Broadcast and Cable Selling, have served students and professionals in the broadcasting, cable, print, and Internet industries as an indispensable tool for learning, training, and mastering sales techniques for these media. This newly revised and updated edition addresses the significant changes that have taken place in media industries over the last few years, while continuing as a seminal resource for information on media sales. This fourth edition includes chapters on sales ethics, emotional intelligence (discerning and then matching the emotional needs of a prospect), and Internet selling. Praised by educators and sales training managers throughout the country, Media Selling advocates a solution-selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”
List of Contributors Preface and Acknowledgments Part I: The Marketing/Media Ecology and Personal Selling: 1. The Marketing/Media Ecology: Charles Warner 2. Selling: Assumptions, Approaches, and Types of Selling: Charles Warner 3. Sales Ethics: Charles Warner 4. The AESKOPP System of Selling: Charles Warner Part II: Attitude, Emotional Intelligence, and Skills: 5. Attitude and Goal Setting: Charles Warner 6. Emotional Intelligence: Charles Warner 7. Skills: Effective Communication, Effective Listening, and Understanding People: Charles Warner 8. Skills: Influence and Creating Value: Charles Warner 9. Skills: Prospecting and Identifying Problems: Charles Warner 10. Skills: Generating Solutions, Proposals, and Presentations: Charles Warner 11. Skills: Presenting: Charles Warner 12. Skills: Negotiating and Closing: Charles Warner 13. Skills: Servicing: Charles Warner Part III: Knowledge: 14. Business and Finance: William Redpath 15. Marketing: Tim Larson and Ken Foster 16. Media Research: Roger Baron 17. Advertising: Charles Warner 18. Television: J. William Grimes and Ron Steiner 19. Newspapers: Thomas J. Stultz 20. The Internet: Vincent Thompson and Paul Talbot 21. Radio: Paul Talbot 22. Magazines: Phil Frank 23. Media Comparisons: Advantages and Disadvantages: Charles Warner Part IV: Opportunities, Preparation, and Persistence: 24. Opportunities, Organization, and Time Management: Charles Warner Appendix A. Selling Magazines to Agencies: Phil Frank Appendix B. Writing Copy: Charles Warner Index
