Media Selling : Television, Print, Internet, Radio

by Warner, Charles

• ISBN13: 9781405158398
• ISBN10: 1405158395
• Edition: 4th
• Format: Paperback
• Copyright: 2009-05-04
• Publisher: Wiley-Blackwell

Summary

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 sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Author Biography

Charles Warner is a media sales and management consultant/trainer and an active blogger at www.mediacurmudgeon.com. He teaches at The New School in New York, and is the Goldenson Chair Emeritus at the University of Missouri School of Journalism. He was the Vice President of AOL’s Interactive Marketing division until his retirement in 2002.

Table of Contents

List of Contributors

Preface and Acknowledgments

The Marketing/Media Ecology and Personal Selling

The Marketing/Media Ecology

Selling: Assumptions, Approaches, and Types of Selling

Sales Ethics

The AESKOPP System of Selling

Attitude, Emotional Intelligence, and Skills

Attitude and Goal Setting

Emotional Intelligence

Skills: Effective Communication, Effective Listening, and Understanding People

Skills: Influence and Creating Value

Skills: Prospecting and Identifying Problems

Skills: Generating Solutions, Proposals, and Presentations

Skills: Presenting

Skills: Negotiating and Closing

Skills: Servicing

Knowledge

Business and Finance

Marketing

Media Research

Advertising

Television

Newspapers

The Internet

Radio

Magazines

Media Comparisons: Advantages and Disadvantages

Opportunities, Preparation, and Persistence

Opportunities, Organization, and Time Management

Selling Magazines to Agencies

Writing Copy

Index

Table of Contents provided by Publisher. All Rights Reserved.