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Contents Acknowledgments 5 Introduction 7 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 15 Chapter 2 Use Media-Savvy Strategies to Get Through to Key Decision Makers 23 Chapter 3 How to Make Broadcast Advertising User-Friendly 35 Chapter 4 Explaining Broadcast Marketing to a Direct Client 43 Chapter 5 Advertising Clutter: You Are the Solution 49 Chapter 6 How We Really See and Hear Commercials 61 Chapter 7 Branding-It?s Not Just for Cowboys 55 Chapter 8 Your Station Is The Logical Solution 67 Part II: How to Write Genius Creative whether You?re a Creative Genius or Not Chapter 9 The Simple Secrets to Great Copy Writing 73 Chapter 10 Creating a Centerpiece for Your Commerical 79 Chapter 11 Make the Spot Emotional 83 Chapter 12 Solving Consumer Problems without Cliches 89 Chapter 13 How to Tell Your Target Market What to Do 101 Part III: How to Demonstrate that Using Your Station is Not a Gamble, but a Good, Calculated Risk Chapter 14 How to Calculate Return on Investment (ROI) and Manage Client Expectations 109 Chapter 15 Explaining the Pure Logic of Buying Your Station 115 Chapter 16 The Value of One New Customer 123 Chapter 17 Selling Against Other Media 183 Chapter 18 Why a Local Broadcast Client Should Own Your Station 127 Part IV: Broadcast Sales Mechanics: How to Make Your Job Easier Chapter 19 Creating Concise and Customized Marketing and Advertising Proposals 133 Chapter 20 Outstanding Presentations Have Got to Stand Out 143 Chapter 21 How to Negotiate Without Turning Into a Pitiful Puddle of Spineless Goo 147 Chapter 22 Why Objections are our Friends and Logical Ways to Handle Them 155 Chapter 23 How to Close Broadcast Sales without Looking Like a Jerk 171 Chapter 24 The Value of Super-serving Your Local Client 175 Chapter 25 Collecting-How to Make Sure You Don?t Work for Free 179 Chapter 26 How to Overcome Call Reluctance 27 Chapter 27 Conclusion 199 Index
Library of Congress Subject Headings for this publication:
Selling -- Broadcast advertising.