Media Selling : Television, Print, Internet, Radio

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2009-05-04
  • Publisher: Wiley-Blackwell
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Supplemental Materials

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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

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
Business and Finance
Media Research
The Internet
Media Comparisons: Advantages and Disadvantages
Opportunities, Preparation, and Persistence
Opportunities, Organization, and Time Management
Selling Magazines to Agencies
Writing Copy
Table of Contents provided by Publisher. All Rights Reserved.

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