本地广播成功营销/SUCCESSFUL LOCAL BROADCAST SALES
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作者： Paul Weyland 著
出 版 社： Oversea Publishing House
出版时间： 2007-9-1字数：版次： 1页数： 234印刷时间： 2007/09/01开本： 32开印次： 1纸张： 胶版纸I S B N ： 9780814480533包装： 精装编辑推荐
作者简介：Paul Weyland
Paul Weyland (Austin, TX) is a sought-after public speaker who presents to nearly 10,000 broadcast salespeople, managers, and station owners a year. He has worked with many state broadcast associations and has been teaching a media sales course at the University of Texas in Austin for seven years.
内容简介
For the right person, a career in media sales can be glamorous, rewarding, and lucrative. But without the right guidance, it can also be challenging. Author Paul Weyland has decades of experience working with local direct clients. Now, in Successful Local Broadcast Sales he shares his hard-won wisdom, showing television, radio, and cable salespeople how to get more sales. 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 long-term contracts with local businesses * negotiate more effectively
Honest, practical, and accessible, this is the one handbook that shows novice and veteran salespeople how to thrive -- not just survive – in the media business.
目录
Acknowledgments v
Introduction
PART Ⅰ Selling Your Client on Why Your StationIs Logical to Buy, Regardlessof 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 UseFriendly
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 Solution
PART 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 Cliches
CHAPTER 13 Telling Your Target Market What to Do
PART Ⅲ Demonstrating That Using Your StationIs Not a Gamble,butaGood,Calculated Risk
CHAPTER 14 Calculating Return on InvestmentROD and Managing Client Expectations
CHAPTER 15 Explaining the Pure Logic of BuyingYour Station
CHAPTER 16 The Value of One New Customer
CHAPTER 17 Selling Against Other Media
CHAPTER 18 Why a Local Broadcast Client ShouldOwn Your Station
PART Ⅳ Broadcast Sales Mechanics: How toMake Your Job Easier
CHAPTER 19 Creating Concise and Customized Marketing andAdvertising Proposals
CHAPTER 20 Break Through the Commercial Clutter: PowerPresentations
CHAPTER 21 How to Negotiate Without Turning into a PitifulPuddle 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 Client
CHAPTER 25 Collecting--How to Make Sure You Don't Work for Free
CHAPTER 26 How to Overcome Call Reluctance
CHAPTER 27 Conclusion
Index
