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本地广播成功营销/SUCCESSFUL LOCAL BROADCAST SALES

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最低价：￥169.60

定价：￥212.00

作者：PaulWeyland 著著

出版社：Oversea Publishing House

出版时间：2007-9-1

I S B N：9780814480533

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本地广播成功营销/SUCCESSFUL LOCAL BROADCAST SALES

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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.

作者简介

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 Use>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
　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 Station　Is Not a Gamble,but　a　Good,Calculated Risk
　CHAPTER 14 Calculating Return on Investment　ROD and Managing Client Expectations
　CHAPTER 15 Explaining the Pure Logic of Buying　Your 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