Are You Selling or Are You Marketing?
Advertising and Electronic Media
Today’s Television Environment
The Electronic Media Environment
Twenty-First Century Television
Review Highlights and Discussion Points
Keeping Your Prospect Involved
Step Five—Answering Objections
If You Can’t Close, You Can’t Sell
Step Seven—Relationship Management
Review Highlights and Discussion Points
Qualitative Versus Quantitative
Pros and Cons of the Nielsen Ratings System
Beyond the Ratings—Qualitative Research
Review Highlights and Discussion Points
New Approaches to Compensation
Plans, Discounts, and Packages
Review Highlights and Discussion Points
Advertisers, the Endangered Species
“Sales Promotion” by Peter K. Pringle
What’s Good for General Motors
Review Highlights and Discussion Points
6 Selling Television Advertising
The Benefits of Television as an Advertising Medium
The Case Against Television Advertising
Advertisers on Syndicated Television
Review Highlights and Discussion Points
The Benefits of Cable as an Advertising Medium
Review Highlights and Discussion Points
The Benefits of Radio as an Advertising Medium
Paradigm Shift, Version One: Combine Forces
Paradigm Shift, Version Two: Create a New Network
Paradigm Shift, Version Three: Own the Programming
The Unchanging Paradigm: Selling Network Commericals
Review Highlights and Discussion Points
Benefits and Drawbacks of Online Advertising
The Cost-Per-Thousand (CPM) Myth
View the Internet as an Adjunct
Review Highlights and Discussion Points