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Books on: □ PR
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Newspaper Advertising Sales
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Chin Harry. Newspaper Advertising Sales. – Redmond, Washington: Newspaper Research Press, 1994.
□ Contents
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CHAPTER 5. GOALS ARE SMIL
CHAPTER 6. NETWORK YOUR WAY TO A JOB The breakfast/lunch approach The student approach An unconventional approach Tips on building self-confidence
CHAPTER 7. THE ART DF TELEPHONING Send a positive mental picture Avoid a common telephone mistake How to get by the department receptionist What to do when you get through to the ad manager Tips on getting your appointment
CHAPTER 8. MAKE AN EFFECTIVE PRESENTATION How to prepare a mini-presentation What to remember during the meeting and after the meeting The follow-up advertising campaign
CHAPTER 9. GUARANTEE A GOOD FIRST IMPRESSION
CHAPTER 10. SALES SKILLS CHECKLIST: A PEEK AT THE INTERVIEWER'S CLIPBOARD Communication skills Positive attitude Teamwork Time and organizational management Sales skills Top 14 selling skills
CHAPTER 11. INTERVIEW TO WIN! Possible interview questions and recommended responses Behavior-based interview questions 3 questions not to ask during the interview Key questions to ask
CHAPTER 12. OVERCOMING OBJECTIONS DURING YOUR INTERVIEW
CHAPTER 13. RESUMES AND SALES LETTERS Sell the sizzle, not the steak Get your envelope noticed Resume reference books Sales letters
PART TWO: WHAT TO KNOW CHAPTER 14 Standard Rate and Data Service Gale Publications Canadian Advertising Rates and Data Association directories
CHAPTER 15. WEEKLY NEWSPAPERS AND SHOPPERS The neighborhood weekly Free vs. paid publications Job opportunities at weeklies Alternative weeklies Shoppers The weekly advertising marketplace
CHAPTER 16. NEWSPAPER ADVERTISING PRODUCTS: KNOW WHAT YOU'LL SELL Retail advertising preprints Run-of-paper or ROP advertising Newspaper zoning ROP newspaper readership The Standard Advertising Unit AD/SAT and ADSPACE Electronic data interchange Revenue contracts and volume discounts Spot color Guaranteed and premium positions Couponing
CHAPTER 17. DIRECT MAIL Advo, Inc. Coupon packs
CHAPTER 18. NEWSPAPER READERSHIP: AN OVERVIEW The problem of slipping readership How the improvements began Who's reading the newspaper?
CHAPTER 19. RETAIL SALES: KNOW WHAT ADVERTISING CLIENTS NEED A recent history of retail Where people shop
CHAPTER 20. TECHNOLOGY: SERIOUS COMPETITION 207 Audiotex Personal computers and videotex Telephone companies: an unfair edge? Newspapers fight back Database marketing Is the videotex newspaper next?
CHAPTER 21. SALARIES: WHAT WILL YOU EARN? 219 Bonuses Salaries from 63 newspapers in the United States and Canada
THE LAST WORD APPENDIX NOTES INDEX HOW TO USE THIS BOOK
Introduction
How to use this book
In challenging economic times, as competition for career opportunities in all fields increases, it's more critical than ever to use proven job search tactics developed for a specific industry. This book is a collection of step-by-step strategies tailored to getting jobs in Newspaper Advertising Sales. While the communications industry isn't immune to recent economic difficulties, the fact remains that the majority of college graduates seeking careers in the media are getting jobs. The most recent Ohio Stale University surveys of journalism and mass communications graduates shows 56.3 percent of them found full-time work within six to eight months of graduation. Media jobs do not necessarily dry up during tough times, but with a smaller number of available positions you will have to work harder and smarter in your job hunt. This book can help. In the following chapters you’ll find valuable industry knowledge combined with specific job-hunting skills. You'll be encouraged to use a "hands-on" approach as you make your way through the territory of newspaper employment. You'll learn how to get key information directly from people in a position to hire you, instead of relying on second-hand information about the career and about specific job opportunities. The topics covered within are diverse, ranging from commonly asked interview questions and their recommended answers to a survey of salaries paid by sixty-three newspapers in the U.S., Canada and Puerto Rico. Choose the information that applies to your own circumstances. Please note that I've chosen to focus on retail advertising in this book, mostly because it accounts for over one-half of the newspaper industry's revenue. I also believe learning about the industry will be easier if you have familiar examples with which to work, such as the display and insert advertising that supermarkets, department stores and other retail merchants use to resell products and services. This is not to imply that classified advertising, including automotive, employment and real estate, and national advertising, which concentrates on selling programs to manufacturers and non-retailers, aren't equally exciting. No matter which kind of advertising you sell, you'll soon discover that retail, classified, and national advertisers all buy the same thing: sales results. If you concentrate on the basic newspaper marketing principles– readership, demographics, and intelligent application of the newspaper medium– you'll have no trouble adapting the principles and strategies in this book to any newspaper advertising career. With the introduction of new technologies, including "audiotex", on-line personal computer information services, and the so-called "information superhighway," the newspapers of the future may not look like they do today. Nevertheless, the essential information services they provide will always be in demand, which leaves little doubt that newspapers will continue to be the number one North American advertising medium well into the future. So be a part of the future! Get into the action: there are over thirteen thousand daily, weekly, and shopper publications in the United States and Canada. There's a job in newspaper advertising waiting for you. You only have to find it!
A PROFESSIONAL SHARES HIS EXPERIENCE I've worked in sales and management at newspapers of all sizes and kinds: a large metropolitan daily, a suburban daily, three weeklies, and a college newspaper. While my first job in ad sales and management was as a student at the University of Washington daily newspaper, my professional career began after I graduated, as an advertising representative with The Seattle Times, where 1 worked for eight years. I was named their best retail advertising account executive in the mid-1980's, and shortly thereafter I was recruited to join the ranks of management at a suburban competitor – The Journal American – where I enjoyed successful stints as display sales manager and advertising director. During my years in advertising management, I reviewed countless resumes, and then interviewed, hired, and trained Newspaper Advertising Sales representatives. But I spent plenty of time on the other side of the interview desk as well. As a college senior, I started out as most job hunters do, talking to newspaper sales managers and personnel directors, trying desperately to impress my interviewers, hoping to be hired. Looking back, I was wretchedly unprepared. I didn't know how to interview, and I wasn't getting any offers. Finally, one painful failure in an interview for a newspaper sales position at a large metropolitan publication made me understand that I had to do something to improve my chances. That rejection was especially discouraging and humbling – I had bragged to my friends and family that I would easily get the job. But during the interview, the personnel manager bombarded me with an array of questions that I wasn't prepared to answer: "What do you know about the newspaper industry?" "What's your greatest weakness?" "Why should I hire you?" This interrogation seem to go on forever. The manager was just doing his job, but at the time I felt his sole purpose was to humiliate me. That experience made me realize that to find a job, I had to first learn more about the newspaper industry, specific publications, and interviewing techniques. After that disastrous interview, I spent the final six months of my senior year researching many of the strategies and ideas featured in this book – and what a difference it made! Later, fully prepared, I interviewed successfully and received five job offers from publications owned by the Washington Post Company, Newhouse Newspapers, Knight Ridder, Inc., and regional newspapers. When I began interviewing new job applicants as an advertising sales manager, the benefits of careful preparation for a job hunt became even clearer. I interviewed candidate after candidate in the same predicament as I had been nine years earlier: intelligent and presumably competent, but completely incompetent in an interview. One candidate didn't even know if my newspaper was a morning or evening publication. Another prospective advertising salesperson, who had been sailing smoothly through the interview, revealed he had been fired from his last position because of a stormy altercation at the office. Many of the candidates kept shooting themselves in the foot – they didn't know how to respond appropriately to various interview questions. My dual perspective of interviewee/interviewer makes this book uniquely tailored to people pursuing careers in Newspaper Advertising Sales. I've presented workshops based on this material to Newspaper Advertising Sales and management personnel from colleges and universities around the United States. Now, I'll share it with you. Good luck, and happy job-hunting…»
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: Make the Sell. How to Sell Media with Marketing Cable Advertising. New Ways to New Business Broadcast Advertising and Promotion
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