Table of contents for Successful local broadcast sales / Paul Weyland.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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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.
Broadcast advertising.