Successful local broadcast sales. (©2008)

• Record Type: Book
• Further Information: Note: Paul Weyland.
• Other Names: Weyland, Paul
• Contents: Cover; Contents; Acknowledgments; Introduction; PART I: Selling Your Client on Why Your Station Is Logical to Buy, Regardless of Your Ratings or Program; CHAPTER 1 Prospecting Local Direct: The Key to a Successful Broadcast Career; CHAPTER 2 Using Media-Savvy Strategies to Get Appointments with Key Decision Makers; CHAPTER 3 Making Broadcast Advertising User-Friendly; CHAPTER 4 Explaining Broadcast Marketing to a Direct Client; CHAPTER 5 Advertising Clutter: You Are the Solution; CHAPTER 6 How We Really See and Hear Commercials; CHAPTER 7 Branding-It's Not Just for Cowboys. CHAPTER 8 Your Station Is the Logical SolutionPART II: Writing Genius Creative Whether You're a Creative Genius or Not; CHAPTER 9 Recognizing Creative Problems; CHAPTER 10 Creating a Centerpiece for Your Commerical; CHAPTER 11 Making the Spot Emotional; CHAPTER 12 Solving Consumer Problems Without Clichés; CHAPTER 13 Telling Your Target Market What to Do; PART III: Demonstrating That Using Your Station Is Not a Gamble, but a Good, Calculated Risk; CHAPTER 14 Calculating Return on Investment (ROI) and Managing Client Expectations; CHAPTER 15 Explaining the Pure Logic of Buying Your Station. CHAPTER 16 The Value of One New CustomerCHAPTER 17 Selling Against Other Media; CHAPTER 18 Why a Local Broadcast Client Should Own Your Station; PART IV: Broadcast Sales Mechanics: How to Make Your Job Easier; CHAPTER 19 Creating Concise and Customized Marketing and Advertising Proposals; CHAPTER 20 Break Through the Commercial Clutter: Power Presentations; CHAPTER 21 How to Negotiate Without Turning into a Pitiful Puddle of Spineless Goo; CHAPTER 22 Why Objections Are Our Friends and Logical Ways to Handle Them; CHAPTER 23 How to Close Broadcast Sales Without Looking Like a Jerk. CHAPTER 24 The Value of Super-Servicing Your Local ClientCHAPTER 25 Collecting-How to Make Sure You Don't Work for Free; CHAPTER 26 How to Overcome Call Reluctance; CHAPTER 27 Conclusion; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Y.
• Publisher Details: New York : AMACOM
• Publication Date: 2008
• Copyright Date: 2008
• Extent: 1 online resource (v, 234 pages), illustrations
• Subjects: 659.14068/8; BUSINESS & ECONOMICS / Sales & Selling / General; Selling -- Broadcast advertising; Broadcast advertising; BUSINESS & ECONOMICS -- Advertising & Promotion; Broadcast advertising; Selling -- Broadcast advertising; BUSINESS & ECONOMICS / Industries / Media & Communications; Electronic books
• Languages: English
• ISBNs: 9780814409800; 0814409806; 1281128236; 9781281128232
• Related ISBNs: 0814480535
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.