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Dedication
by Ed Shane
Selling Electronic Media
Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Foreword by Michael C. Keith
Preface
1 The Selling Environment
What Is Selling?
What Have You Sold Todays
Are You Selling or Are You Marketing?
New Realities
Defining Sales
Selling Intangibles
The Case for Advertising
What Business Are We In?
The Story of Advertising
Pioneers of Persuasion
Brand Identity
Advertising and Electronic Media
Seeing Is Believing
Today’s Television Environment
Closing Arguments
The Electronic Media Environment
The New Landscape
Twenty-First Century Radio
Twenty-First Century Television
The Next Mass Medium?
Newspaper and Print
Product Life Cycles
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
2 The Sales Process
Who Should Sell?
Putting Customers First
Is It You?
What’s Expected of You
The Stages of Selling
Personal Marketing Plan
Goal-Setting
Time Management
Your System
Psychology
You and Selling
The Sales Cycle
The Perfect Customer
The Numbers Game
Step One—Prospecting
Newspaper
Radio
Cable
Television
Yellow Pages
Outdoor Displays
The Internet
Trade Publications
The Supermarket
Brochures and Flyers
Direct Mail
Government Offices
Handshakes and Referrals
Your Own Operation
Running Dry?
List Building
Cold Calling
Keeping Track
Using a Database
Step Two—Qualifying
Getting to the Right Person
Checking Resources
Can They Pay?
Saying It Again
Getting in the Door
The Telephone
Step Three—Needs Analysis
Psychology
Asking Questions
Listening Skills
Creating Solutions
Step Four—Presentation
Why They Buy
Your Attitude
Credibility
Sell the Benefits
Get to the Point
Presentation Tip
Give Your Nwnbers Impact
Use Questions
Let the Customer Say “No”
Keeping Your Prospect Involved
Powerful Words
Step Five—Answering Objections
Objections Versus Conditions
When the Customer Says “No”
Addressing Objections
Transactional Business
Rejecting Rejection
Step Six-Closing
If You Can’t Close, You Can’t Sell
What Is Closing?
The Master Closing Formula
Closing Techniques
Accptance Mode
After the Sale
The Commercial as Service
Writing Copy
You’re Still Not Finished
Step Seven—Relationship Management
Ask the Customer
Relationship-Building Tactics
The 80:20 Rule
What Makes Customers Mad
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
3 Research and Ratings
Qualitative Versus Quantitative
Measuring the Audience
Television Ratings
Television Ratings
Pros and Cons of the Nielsen Ratings System
Using Nielsen Ratings
Cost Comparisons
Radio Ratings
Online Ratings
Beyond the Ratings—Qualitative Research
Targeting
Clustering
Zip Codes
Getting It Straight
VALS™
Using Research to Sell
The Research Police
Last Words
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
4 Sales Management
Sharpening the Edge
Training Organizations
Team Selling
Sales Meetings
Compensation Plans
Salary Only
Salary Plus Bonus
Straight Commission
Draw Against Commission
Salary Plus Commission
Salary, Commission, and Bonus
Straight Commision with Bonus
Compensation Plan Objectives
New Approaches to Compensation
Incentive Pools
Sales Contests
Changing Plans
Billings Versus Collections
Beyond Money
Structuring Rates
Revenue Projections
The Rate Card
Inventory Management
Dayparts
Unit Structure
Plans, Discounts, and Packages
Terms and Conditions
National Representatives
How It Works
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
5 Casting the Net
Direct Selling
The Direct Sales Process
Building Partnerships
Ideas for Sale
Advertisers, the Endangered Species
“Sales Promotion” by Peter K. Pringle
Co-op Dollars
Special Selling Targets
Hispanic Profile
The Asian-American Market
The African-American Market
Selling Sports
Nontraditional Revenue
Advertising Agencies
Agency Organizations
What’s Good for General Motors
Optimizers
Reach or Frequency?
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
6 Selling Television Advertising
Network Television
The Netlets
Operating on Faith
The Benefits of Television as an Advertising Medium
The Case Against Television Advertising
Selling Network Television
The Upfront Market
The Scatter Market
The Opportunistic Market
Cancellations and Guarantees
Clearances
Syndication
How Syndication Works
Cable Syndication
Advertisers on Syndicated Television
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
Prime Time for Cable
Selling Cable Nationally
The Benefits of Cable as an Advertising Medium
The Case Against Cable
Cable Upfront
Making It Easier
Two Constituencies
Selling Local Cable
Subscribers First
Advantages of Local Cable
Direct Selling
Local News Now
Promotions
Audience Measurement
Advertiser Quiz
Stringing Cable
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Reading
8 Selling Radio Advertising
Theater of the Mind
The Benefits of Radio as an Advertising Medium
Advertisers React
Let the Deals Begin!
Paradigm Shift
The Radio Network Environment
Paradigm Shift, Version One: Combine Forces
Paradigm Shift, Version Two: Create a New Network
Paradigm Shift, Version Three: Own the Programming
The Old Paradigm: ABC
The Unchanging Paradigm: Selling Network Commericals
Network or Syndication?
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
View the Internet as an Adjunct
Think Quality, Not Quantity
Reciprocate
Use E-Mail Strategically
Create Extra Value
Plan for the Long Term
Design with Online in Mind
The Attention Economy
Review Highlights and Discussion Points
Chapter Notes
Taking It Further
Additional Re ading
Epilogue
Diagonal Thinking
Retail
Appendix A
Selling Against Newspapers
The Case for Newspapers
The Case Against Newspapers
Getting Clipped
Buying Less for a Higher Price
Appendix B
The SAFECO Media Example
Chicago
Dayton
Springfield
Appendix C
The Chally Test
Glossary
Index
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To Jack Biles
Your humor and insight are greatly missed.
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