- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Foreword by Michael C. Keith
- Preface
- 1 The Selling Environment
- 2 The Sales Process
- Who Should Sell?
- The Sales Cycle
- The Perfect Customer
- Step One—Prospecting
- Step Two—Qualifying
- Step Three—Needs Analysis
- Step Four—Presentation
- Step Five—Answering Objections
- Step Six-Closing
- Step Seven—Relationship Management
- Review Highlights and Discussion Points
- Chapter Notes
- Taking It Further
- Additional Reading
- 3 Research and Ratings
- 4 Sales Management
- Sharpening the Edge
- Team Selling
- Sales Meetings
- Compensation Plans
- New Approaches to Compensation
- Structuring Rates
- Revenue Projections
- The Rate Card
- Inventory Management
- Dayparts
- Unit Structure
- Plans, Discounts, and Packages
- Terms and Conditions
- National Representatives
- Review Highlights and Discussion Points
- Chapter Notes
- Taking It Further
- Additional Reading
- 5 Casting the Net
- 6 Selling Television Advertising
- Network Television
- The Benefits of Television as an Advertising Medium
- The Case Against Television Advertising
- Selling Network Television
- Syndication
- Infomercials
- The Next Generation
- Selling Local Television
- News as Focus
- Who Buys Local TV?
- Review Highlights and Discussion Points
- Chapter Notes
- Taking It Further
- Additional Reading
- 7 Selling Cable Advertising
- 8 Selling Radio Advertising
- Theater of the Mind
- The Radio Network Environment
- Selling Radio to Planners
- Selling Local Radio
- Selling Ideas
- Looking Good
- Targeting with Radio
- Radio at Work
- Points Versus Value
- Seven Dirty Words
- Show and Tell
- More on Commercials
- Review Highlights and Discussion Points
- Chapter Notes
- Taking It Further
- Additional Reading
- 9 The Interactive Interim
- The History of New Media
- New Competition
- Net Gain
- Benefits and Drawbacks of Online Advertising
- What to Sell?
- Web Networks
- Making Money
- The Cost-Per-Thousand (CPM) Myth
- City Sites
- The Virtual Marketplace
- User’s Guide
- The Attention Economy
- Review Highlights and Discussion Points
- Chapter Notes
- Taking It Further
- Additional Re ading
- Epilogue
- Appendix A
- Appendix B
- Appendix C
- Glossary
- Index
-
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