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| SELLING ELECTRONIC MEDIA
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To order this title, and for more information, click here
By
Ed Shane, Chief Executive, Shane Media Services, Houston, TX
Description
"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them."
Diane Sutter, President and
CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas
This is the definition of sales used throughout Ed Shane's comprehensive
and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment
as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer.
Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical
advice in the basics of selling:
– prospecting – qualifying – needs analysis – presentations – answering objections – closing – relationship
management
Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly
readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication
technologies, primarily those generated by the Internet.
Selling Electronic Media is enhanced with review highlights and discussion
points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach.
Students pursuing
sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging
media environment will find what they need in the pages of this book.
Audience
Students in broadcast/cable or electronic media sales in broadcast or radio/tv/film programs. Broadcast management and sales staff in industry.
Contents
The selling environment; The selling process; Research and ratings; Sales management; Casting the Net: selling targets; Selling television
advertising; Selling cable advertising; Selling radio advertising; The interactive interim; Epilogue; Appendix 1: Selling against newspapers;
Appendix 2: "Selling the Proper Media to Reach Your Target Audience" by Nanette Straw; Appendix 3: Sample sales candidate profile from
The H.R. Chally Group; Glossary
| Bibliographic details |
Paperback, 488 pages, publication date: FEB-1999
ISBN-13: 978-0-240-80327-2
ISBN-10: 0-240-80327-2
Imprint: FOCAL PRESS
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| Price and Ordering |
Price:
EUR 65.95
USD 73.95
GBP 56
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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Last update: 4 Sep 2009
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