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Media Selling: Broadcast, Cable, Print, and Interactive / Edition 3

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Overview

For the past two decades, Broadcast and Cable Selling has served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering sales techniques for the electronic media. Now, in an era of media convergence and cross-platform selling, authors Warner and Buchman have re-crafted this landmark text as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition.

In the last decade, the media industries have experienced unprecedented consolidation and sweeping change. The third edition of Media Selling addresses these significant industry changes and continues to be the seminal resource for information on media sales. The text retains all of its original focus on the electronic media, while adding in-depth and expanded information on newspaper, magazine, Interactive, Yellow Pages, and outdoor/billboard.

Among the new chapters and features to this edition, readers will find a particularly relevant chapter on sales ethics, a chapter on emotional intelligence (discerning and then matching the emotional needs of a prospect), and up-to-date information on Interactive media selling. Praised by educators and sales training managers throughout the country, Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition advocates a solution selling approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”

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Product Details

  • ISBN-13: 9780813804170
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 7/28/2003
  • Edition description: REV
  • Edition number: 3
  • Pages: 616
  • Product dimensions: 1.28 (w) x 7.00 (h) x 10.00 (d)

Meet the Author

Charles Warner has returned to his position as the Leonard H. Goldenson Endowed Professor of Local Broadcasting at the University of Missouri School of Journalism after having served as a Vice President of Interactive Marketing for America Online for four years. He also served as the Department Chair of Mass Communication at Menlo College and as Vice President and General Manager of several major radio stations in New York City, Chicago, and Pittsburgh, and of CBS Radio Spot Sales.
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Table of Contents

About the Authors
Preface
Acknowledgments
Pt. I The Marketing/Media Ecology and Selling 1
Ch. 1 The Marketing/Media Ecology 3
Ch. 2 Selling: Perspectives and Approaches 13
Ch. 3 Sales Ethics 27
Ch. 4 The AESKOPP System of Selling 39
Pt. II Attitude, Emotional Intelligence, and Skills 49
Ch. 5 Attitude 51
Ch. 6 Emotional Intelligence 65
Ch. 7 Skills: Effective Communication, Effective Listening, and Understanding People 75
Ch. 8 Skills: Influence and Creating Value 103
Ch. 9 Skills: Prospecting and Identifying Problems 135
Ch. 10 Skills: Generating Proposals 155
Ch. 11 Skills: Presenting 169
Ch. 12 Skills: Negotiating and Closing 195
Ch. 13 Skills: Servicing 243
Pt. III Knowledge 251
Ch. 14 Business and Finance 253
Ch. 15 Marketing 265
Ch. 16 Media Research 281
Ch. 17 Advertising 315
Ch. 18 Newspapers 325
Ch. 19 Broadcast Television 351
Ch. 20 Radio 371
Ch. 21 Cable Television 393
Ch. 22 Yellow Pages 417
Ch. 23 Magazines 429
Ch. 24 Interactive 449
Ch. 25 Outdoor 471
Ch. 26 Media Comparisons: Advantages and Disadvantages 481
Pt. IV Opportunities, Preparation, and Persistence 493
Ch. 27 Opportunities: Direct and Agency Selling 495
Ch. 28 Preparation and Persistence: Organization and Time Management 515
Pt. V The Future 537
Ch. 29 The Future of Media Selling 539
Pt. VI Appendixes 549
App. A Cost-Per-Point Market Ranks 551
App. B Customer Satisfaction Survey 553
App. C How to Write an Advertising Success Case Study 559
App. D Negotiating and Closing Outline 563
App. E Negotiating and Closing Planner 569
App. F Selling Magazines to Agencies 571
App. G Writing Copy 577
Index 581
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Sort by: Showing all of 4 Customer Reviews
  • Anonymous

    Posted February 18, 2004

    Bravo

    In Media Selling, Warner and Buchman have joined an invaluable collection of skilled pratitioners to share their experience of how an important part of the media world works. This effort should serve as the 'book of record' for years to come. Bravo!

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  • Anonymous

    Posted February 12, 2004

    finally ..a comprehensive text for media SELLING not buying

    There are scores of titles on transactional sales..and more on media buying..this is the first that I have found on the unique challenges of adding value in long term relationships. I was is radio sales management for 27 years. I amcurrently teaching Ad Sales at the university level. This is a fine text. It resembles the first 3 months of a media reps trainning

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  • Anonymous

    Posted February 11, 2004

    Terrific book

    I have looked for background material for young sales people...this is the only one I've seen like it that covers all of media including interactive...the anecdotes make it relevant.

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  • Anonymous

    Posted February 12, 2004

    Important Book for All Salespeople

    Charlie's book is extremely impressive. It's a solid and insightful text and something the industry has long needed to train the executives of the future.

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