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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
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|
|The AESKOPP System of Selling|
|Attitude, Emotional Intelligence, and Skills|
|Attitude and Goal Setting|
|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: Negotiating and Closing|
|Business and Finance|
|Media Comparisons: Advantages and Disadvantages|
|Opportunities, Preparation, and Persistence|
|Opportunities, Organization, and Time Management|
|Selling Magazines to Agencies|
|Table of Contents provided by Publisher. All Rights Reserved.|