Media Selling : Television, Print, Internet, Radio
ISBN: 9781405158398 | 1405158395
Edition: 4thFormat: Paperback
Publisher: Wiley-Blackwell
Pub. Date: 5/4/2009
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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, ... MORE
| 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 | |
| Emotio... MORE | |
| 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. |
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.
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