| Document Type
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BL
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| Record Number
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1043921
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| Doc. No
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b798291
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| Main Entry
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Weyland, Paul
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| Title & Author
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Successful local broadcast sales /\ Paul Weyland.
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| Publication Statement
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New York :: AMACOM,, [2008]
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| Page. NO
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1 online resource
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| ISBN
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0814409806
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: 1281128236
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: 9780814409800
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: 9781281128232
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0814480535
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9780814480533
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| Notes
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Includes index.
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| Contents
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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.
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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.
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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.
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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 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.
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| Abstract
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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.
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| Subject
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Broadcast advertising.
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Selling-- Broadcast advertising.
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Broadcast advertising.
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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Selling-- Broadcast advertising.
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| Dewey Classification
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659.14068/8
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| LC Classification
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HF5439.B67
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