Media Selling

Television, Print, Internet, Radio

Charles Warner (Autor)

Buch | Softcover

616 Seiten

2009 | 4th edition
Wiley-Blackwell (Verlag)
9781405158398 (ISBN)

Infos

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.

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This newly revised and updated edition of Media Selling 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.

A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media

Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites

Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling

Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data

Autor

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.

Inhalt

List of Contributors Preface and Acknowledgments

Part I: The Marketing/Media Ecology and Personal Selling:

1. The Marketing/Media Ecology: Charles Warner

2. Selling: Assumptions, Approaches, and Types of Selling: Charles Warner

3. Sales Ethics: Charles Warner

4. The AESKOPP System of Selling: Charles Warner

Part II: Attitude, Emotional Intelligence, and Skills:

5. Attitude and Goal Setting: Charles Warner

6. Emotional Intelligence: Charles Warner

7. Skills: Effective Communication, Effective Listening, and Understanding People: Charles Warner

8. Skills: Influence and Creating Value: Charles Warner

9. Skills: Prospecting and Identifying Problems: Charles Warner

10. Skills: Generating Solutions, Proposals, and Presentations: Charles Warner

11. Skills: Presenting: Charles Warner

12. Skills: Negotiating and Closing: Charles Warner

13. Skills: Servicing: Charles Warner

Part III: Knowledge:

14. Business and Finance: William Redpath

15. Marketing: Tim Larson and Ken Foster

16. Media Research: Roger Baron

17. Advertising: Charles Warner

18. Television: J. William Grimes and Ron Steiner

19. Newspapers: Thomas J. Stultz

20. The Internet: Vincent Thompson and Paul Talbot

21. Radio: Paul Talbot

22. Magazines: Phil Frank

23. Media Comparisons: Advantages and Disadvantages: Charles Warner

Part IV: Opportunities, Preparation, and Persistence:

24. Opportunities, Organization, and Time Management: Charles Warner

Appendix A. Selling Magazines to Agencies: Phil Frank

Appendix B. Writing Copy: Charles Warner

Index

Produkt-Details

• Erscheint lt. Verlag: 9.4.2009
• Verlagsort: Hoboken
• Sprache: englisch
• Maße: 173 x 248 mm
• Gewicht: 1052 g
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft
• ISBN-13: 9781405158398 / 9781405158398
• Zustand: Neuware