Broadcast and cable selling:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Belmont, Calif.
Wadsworth
1986
|
| Series: | Wadsworth series in mass communication
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XII, 452 S. graph. Darst. |
| ISBN: | 0534053289 |
Staff View
MARC
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| 245 | 1 | 0 | |a Broadcast and cable selling |c Charles Warner |
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Record in the Search Index
| _version_ | 1804117862981304320 |
|---|---|
| adam_text | Broadcast
and
Cable
SELLING
Charles Warner
Director, Mass Communication Program
Menlo College
Wadsworth Publishing Company
Belmont, California
A Division of Wadsworth, Inc
Contents
Preface v
Part One
Selling and the Marketing Concept 3
Chapter One
Selling: Perspectives,
Function, and the SKOAPP System 4
What is selling, what does a salesperson do,
where does a sales department fit into the
structure of a radio or television station or a
cable system, what qualities make a
salesperson successful, and how does a
salesperson begin the selling process?
Chapter Two
The Marketing Concept
and Positioning 22
What is marketing, some brief economic
history, consumer orientation and the four
P s (product, price, place, and promotion),
marketing strategy, brand image and
implications for salespeople, how the
broadcast and cable industries fit into the
economy, what is positioning, and how to do
a positioning analysis for a station or system
Part Two
Skills 41
Chapter Three
The Needs-Satisfaction
Approach to Selling 42
Types of selling (service and developmental),
approaches to selling, the needs-motives-
behavior chain and the psychological theories
of needs, personality traits, personal and
business needs, features versus benefits,
communication and perception in selling,
listening techniques, matching prospect needs
with selling tactics, determining sales roles,
and persuasion theory
Chapter Four
Prospecting, Qualifying,
and Researching
and Targeting: The First Steps 83
Goal setting, methods for finding prospects,
qualifying (finding the right prospects), and
researching and targeting (the process of
preparation)
Chapter Five
Presenting and Servicing:
The Last Steps 107
Utilizing written presentations, taking the
prospect through the five mental states of
selling, tips for the approach, guidelines for
discussion, negotiating tips, the rules for the
effective closing, and tips for servicing
accounts
Contents ix
Part Three
Knowledge 157
Chapter Six
Understanding and Using Ratings 158
Definitions of rating terms, rating techniques,
rating companies and their methods,
sampling theory, using ratings in selling (cost
and non-cost comparisons)
Chapter Seven
The Advertising Media 187
How the various media are delivered to
consumers, and the advertising strengths and
weaknesses of the broadcast and cable
media, newspapers, shoppers, magazines,
out-of-home, direct mail, and the Yellow
Pages
Chapter Eight
Rate Cards and Maximizing Revenue 219
The problem with the concept of supply and
demand in broadcasting and cable economic
theory, rate card evolution, rate card
structure, combination rates, contract
conditions, maximizing revenue (pricing,
packaging, inventory control, strategic
selling, and getting the right
order)
Part Four
Opportunities 253
Chapter Nine
Retail/Development Selling 254
The retail business, the role of advertising
and its limitations, the results orientation of
retailers, selling ideas, writing copy, and
co-op advertising
x Contents
Chapter Ten
Agency/Service Selling 278
How agencies operate, trade deals and
buying services, agency-media relationships,
qualifying agency buyers, presenting to
agencies, switch-pitching, and servicing
agencies
Chapter Eleven
Network, Syndicated, Rep,
and Local Cable Selling 296
Selling for television networks, affiliation
agreements and clearances, radio networks,
cable networks, PI advertising, syndicated
programs and barter syndication, national
sales reps, unwired networks, and local
cable
Chapter Twelve
Specialized Selling:
Promotions, Sports, and Political 316
Selling promotions, merchandising, selling
sports, pricing and packaging sports, and
selling to politicians
Part Five
Attitude, Preparation, and Persistence 333
Chapter Thirteen
Attitude in Selling 334
Techniques to improve your attitude,
handling pressure, deep acting versus surface
acting, motivation, and the winning attitude
Chapter Fourteen
Organizing Individual Sales Effort 348
Turning intentions into achievements through
goal setting and planning, organizing your
office and accounts, controlling your time and
money, time management, to do lists, and
evaluating your efforts
Contents X I
Chapter Fifteen
The Future -
of Broadcast and Cable Selling 373
Trends and predictions, new media, women
and minorities, getting a job, and selling as a
career
Appendixes 387
Appendix A
Sample Presentations 388
(1) Example ofa radio s ta t ion presenta t ion;
(2 ) Examples o f two modular presenta t ions;
(3 ) Examples ofa gener ic re ta i l presen ta t ion;
(4 ) The Frequency Gr id; (5) Proto type o f a
vendor co-op package (a sample store
marketing brochure, a sample store
promotional flyer, two sample vendor
proposals, a sample TV schedule, a sample
vendor contract)
Appendix B
Contract Conditions 424
(I)StandardAAAAradiocontract
conditions; (2) Sample terms and conditions:
KCBS Radio
Appendix C
FCC Regulation Checklist 434
Glossary 437
Index 446
Contents
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T16:01:09Z |
| institution | BVB |
| isbn | 0534053289 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002231061 |
| oclc_num | 12082523 |
| open_access_boolean | |
| owner | DE-384 DE-188 |
| owner_facet | DE-384 DE-188 |
| physical | XII, 452 S. graph. Darst. |
| publishDate | 1986 |
| publishDateSearch | 1986 |
| publishDateSort | 1986 |
| publisher | Wadsworth |
| record_format | marc |
| series2 | Wadsworth series in mass communication |
| spelling | Warner, Charles Verfasser aut Broadcast and cable selling Charles Warner Belmont, Calif. Wadsworth 1986 XII, 452 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Wadsworth series in mass communication Publicité radiodiffusée - Vente Selling Broadcast advertising Telekommunikation (DE-588)4059360-5 gnd rswk-swf Direktvertrieb (DE-588)4150136-6 gnd rswk-swf Direktvertrieb (DE-588)4150136-6 s Telekommunikation (DE-588)4059360-5 s DE-604 HEBIS Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002231061&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Warner, Charles Broadcast and cable selling Publicité radiodiffusée - Vente Selling Broadcast advertising Telekommunikation (DE-588)4059360-5 gnd Direktvertrieb (DE-588)4150136-6 gnd |
| subject_GND | (DE-588)4059360-5 (DE-588)4150136-6 |
| title | Broadcast and cable selling |
| title_auth | Broadcast and cable selling |
| title_exact_search | Broadcast and cable selling |
| title_full | Broadcast and cable selling Charles Warner |
| title_fullStr | Broadcast and cable selling Charles Warner |
| title_full_unstemmed | Broadcast and cable selling Charles Warner |
| title_short | Broadcast and cable selling |
| title_sort | broadcast and cable selling |
| topic | Publicité radiodiffusée - Vente Selling Broadcast advertising Telekommunikation (DE-588)4059360-5 gnd Direktvertrieb (DE-588)4150136-6 gnd |
| topic_facet | Publicité radiodiffusée - Vente Selling Broadcast advertising Telekommunikation Direktvertrieb |
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