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Textbook
Media Selling: Television, Print, Internet, Radio, 4th EditionMay 2009, ©2009, Wiley-Blackwell
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- A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media
- Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites
- Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling
- Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data
Preface and Acknowledgments
Part I: The Marketing/Media Ecology and Personal Selling:
1. The Marketing/Media Ecology: Charles Warner
2. Selling: Assumptions, Approaches, and Types of Selling: Charles Warner
3. Sales Ethics: Charles Warner
4. The AESKOPP System of Selling: Charles Warner
Part II: Attitude, Emotional Intelligence, and Skills:
5. Attitude and Goal Setting: Charles Warner
6. Emotional Intelligence: Charles Warner
7. Skills: Effective Communication, Effective Listening, and Understanding People: Charles Warner
8. Skills: Influence and Creating Value: Charles Warner
9. Skills: Prospecting and Identifying Problems: Charles Warner
10. Skills: Generating Solutions, Proposals, and Presentations: Charles Warner
11. Skills: Presenting: Charles Warner
12. Skills: Negotiating and Closing: Charles Warner
13. Skills: Servicing: Charles Warner
Part III: Knowledge:
14. Business and Finance: William Redpath
15. Marketing: Tim Larson and Ken Foster
16. Media Research: Roger Baron
17. Advertising: Charles Warner
18. Television: J. William Grimes and Ron Steiner
19. Newspapers: Thomas J. Stultz
20. The Internet: Vincent Thompson and Paul Talbot
21. Radio: Paul Talbot
22. Magazines: Phil Frank
23. Media Comparisons: Advantages and Disadvantages: Charles Warner
Part IV: Opportunities, Preparation, and Persistence:
24. Opportunities, Organization, and Time Management: Charles Warner
Appendix A. Selling Magazines to Agencies: Phil Frank
Appendix B. Writing Copy: Charles Warner
Index
- A classic in this field, this book has long served students and professionals in broadcasting and media industries as an indispensable tool for learning, training, and mastering sales techniques for electronic media
- Addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and now features greatly expanded coverage of the Internet, including video streaming and the impact of social network sites
- Covers a broad span of media industries and issues, including: electronic media, newspapers, magazines, outdoor/billboard promotion, sales ethics, emotional intelligence, and interactive media selling
- Fully updated to include much greater focus on national and international media sales issues, as well as expanded coverage of network-level selling, product placement, sales promotion use of market data
“Charlie Warner has trained more professionals in the art -- and science -- of selling radio, television, print, and interactive than anyone else. I've had the opportunity to witness his insights at work, and this book is an invaluable tool for anyone hoping to succeed in media selling." Bob Pittman, Founding Member of Pilot Group, Co-Founder of MTV and former CEO of MTV Networks and COO of AOL and AOL Time Warner
"Media Selling is the preeminent text for anyone considering a career or currently employed in sales. Incorporating traditional and new media, it details both the theory and real world practice of selling. Simply put, if you want to do sales well, Media Selling is a must read. It's the only book I will use.” Darryl Smith, University of West Florida
“Charlie Warner’s Media Selling is a complete, thorough playbook that expertly explores how to win in today's cross-selling media environment." George Bodenheimer, CEO of ESPN and ABC Sports
