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Books on: □ PR
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Make the Sell. How to Sell Media with Marketing
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Shaver M. Make the Sell. How to Sell Media with Marketing. Chicago: The Copy Communications, Inc., 1995. 295 p.
□ Contents
Editor's notes |
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Contents
Author's Notes Editor's Notes
I. INTRODUCTION. Space & Time Becoming a "Media Person" in "The Media Age" 1. Target Audience Students Sales Reps & Sales Managers Small Businesses Advertising Agencies, Large and Small 2. The Role of the Media Rep Selling as a Marketing Partner Setting Goals Making Connections Building Relationships The Challenge of Competition
II. THE MEDIA TODAY Options and Opportunities The exciting world of local media 3. Local Media Summary of each medium: Newspaper Radio Television Direct Mail Out-of-Home Yellow Pages New Media Worksheets and Resources 4. The Local Media Mix How it all works together Examples of media mixes in different markets Developing your Local Market Media Profile Local Media Checklist
III. GETTING STARTED Homework and Fieldwork Local market knowledge the foundation for success 5. Local Market Research Getting to know your market Local Market Profile Primary and secondary research tools Research at work 6. Terms You'll Use Every Day Important words and their meanings, general media terms and media-specific definitions Research services ABC, Arbitron & more 7. Rates & Contracts Understanding and explaining Rate Cards and Contracts: Newspaper, broadcast, and more Figuring discounts Sample rate problems Contracts Staying Organized The Calendar a Planning Tool Computer software Record Keeping what you need Profitable habits
IV. MAKING MESSAGES Getting the Message How this section is organized 9. Messages Getting Started The need for "Creativity" General considerations Spec Ads How to use them Messages Getting Connected Selling Ideas & Strategies Big Ideas, Selling Ideas and Propositions Resources & Partners Strategy Development: Three Approaches Messages Getting it Done Developing Selling Ideas Writing basics Layout and design basics Radio basics TV basics Outdoor, Direct and Yellow Pages Campaigns and "Integration"
V. FROM PROSPECT TO PRESENTATION Process and Progress... A business-building approach from Hitting the Streets to Closing the Sale 12. Hitting the Street How account territories and lists are organized How to "Build Your List" Checking out the clients Getting to know your accounts Identifying the decision-maker Developing new accounts The Prospect File Planning for Cold Calls Why (and how) clients buy The client with no agency Qualifying the client 10 questions to ask 13. Street Smarts Learning to look and listen Developing perseverance and flexibility Developing your professional persona Psyching Up! Believing in your product and yourself 14. Preparing the Presentation Tapping your own sales sense Things you need to know Know your market charts and graphs that sell Know your medium placing it in context Identifying benefits and creating needs The problem-solving approach Preparing for objections Developing rapport the background advantage Using spec ads to sell Developing Rate Plans Rate Plan Development Work Sheet Using the integrated approach to sell your medium A checklist of what to take with you 15. Making the Presentation The 20 minute drama Listening to the client Letting the client help you sell Asking the right questions Overcoming objections Explaining costs and value Closing the sale A "no" is not the end coming back after a turn-down Setting the agenda for the long-term run Evaluating your presentation Making a presentation to an ad agency
VI. STAYING ON THE JOB Earning and Learning How to up your salary and your Learning Curve 16. Sales Job Facts Continuing client service Keeping up the relationship Customer satisfaction as priority Helping your client grow The importance of the small client business Building networks and belonging to your community What you do the commission system Selling auxiliary publications and services A typical day Professional associations 17. Improving Performance What advertising clients want from you Good advice from top sales professionals 18. Resources Names and Addresses Magazines Books and References
Introduction
1. Space & Time
In simple times, advertising people had two concerns: what to say and how to say it. Now the issue is where, when and how can advertising people reach receptive prospects... Today's toughest question is how to find your customers at the most strategic time thats why media is the new creative frontier". Keith Reinhard, Chairman DDB/Needham
When you sell media, you sell a product like no other in the world. Your product is space and time. When you sell media, you sell potential and opportunity. In many industries, your job is done once you make the sale. In the world of media, your job is just beginning. When you're и Media Person, you're more than a sales person. You become a marketing partner! Your job is helping your client's business succeed and, of course, building repeat business. Ami when you sell space and time, you often help develop the message (hat. fills that space and time. You literally make the product you sell a product that sells what your client sells. That's one more reason that media may be one of the most creative sales jobs anywhere. Because you will find yourself in many different businesses you'll be in the car business, the bar business, the banking business and more. Two roads to success In tomorrow's economy, two types will be successful: Those who know how to make things people want. Those who know how to sell things. This book is about how to sell space and time. It's about how to turn space and time into things that people want. It's about how to turn space and time into things that sell things advertising messages. Space and time is a "product" like no other in the world.
THE MEDIA AGE As Alvin Toffler notes in Power Shift, the value of information in our society is becoming equal to the value of things. Multi-million dollar movies, the music industry and virtually everything related to computers are part of this growing world of information. So is media the channels that carry so much of our information from your local newspaper to the latest cable channel bouncing off a satellite. Today, there are more media channels than ever. In a world where we often read about job cutbacks, the world of media is one that is still growing. Everywhere you turn, there are new media forms and new media options. And the traditional media formats of newspaper and broadcast are still going strong. And each one of those media companies, from the daily newspaper to the latest piece of on-line technology, depends on smart hard-working people to help them succeed in the marketplace. Furthermore, with more media choices than ever, it is more critical than ever that marketers make the right decisions with their media-driven marketing programs to connect with their markets. They need someone like you to help make those connections they need a Media Person.
BECOMING A MEDIA PERSON This is a point we'll be making repeatedly throughout this book media sales is more than selling. Today, media sales demands substantial amounts of marketing and creativity as well as selling ability. But if you have what it takes, becoming a media person can be an excellent career decision. The Good News Selling media is a job for people who want to work with people, learn an incredible amount about local business, help other people make money and, just maybe, make a lot of money themselves. As a former student now an ad director told one of my classes: "I give myself a raise every year. And that }s beyond what my company gives me on my salary. I decide what I want to make and then I work to earn the commissions to meet my goals. It's good for my clients, it's good for my employer and it's very good for me". It can be very good for you, too. Here's a job that lets you get out of the office and meet people, lets you earn more money if you're willing to put in more work, teaches you new skills all the time and provides a challenge every day. That's the good news. The Bad News The bad news is that it can be tough. And, if you're with the wrong medium, at the wrong time, in the wrong market it can be impossible. But, most times it's not that bad. It's just... tough. A good Media Person can meet the challenge. A good Media Person can find the right marketers for their media channel and develop a program that works "
The full text of the book can be found at bookstores, e-bookstores and libraries.
Вернуться к содержанию Каталога книг о рекламе, PR и СМИ. |
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See also: Cable Advertising. New Ways to New Business Broadcast Advertising and Promotion
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