Return to home page
Searching: Muskingum library catalog
We are currently experiencing delivery delays for items requested from other institutions while transitioning to a new statewide delivery service. Please contact your library with questions or advice about alternative resources. Thank you for your patience!
  Previous Record Previous Item Next Item Next Record
  Reviews, Summaries, etc...
EBOOK
Author Weyland, Paul,
Title Successful local broadcast sales / Paul Weyland.
Imprint New York : AMACOM, [2008]

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAFARI EBOOKS    ONLINE  
View online
LOCATION CALL # STATUS MESSAGE
 OHIOLINK SAFARI EBOOKS    ONLINE  
View online
Author Weyland, Paul,
Subject Selling -- Broadcast advertising.
Broadcast advertising.
Description 1 online resource
Note Includes index.
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 Commercial; CHAPTER 11 Making the Spot Emotional; CHAPTER 12 Solving Consumer Problems Without Cliches; 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.
Summary This invaluable resource gives readers the tools they need to: get appointments; write great proposals and presentations; sell against other media like newspapers and the Internet; overcome rate resistance; close sales without alienating their clients; create genius creative without being a creative genius; calculate ROI for the client's advertising dollar; land longterm contracts with local businesses; and, negotiate more effectively.
ISBN 9780814409800 (ebook)
0814409806
1281128236
9781281128232
0814480535
9780814480533
OCLC # 190811391
Additional Format Print version: Successful local broadcast sales. New York : AMACOM, 2008 9780814480533 (DLC) 2007021981



If you experience difficulty accessing or navigating this content, please contact the OPAL Support Team