Media Selling

Charles Warner

William Lederer

Brian Moroz

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The must-have resource for media selling in today's technology-driven environment The revised and updated fifth edition of Media ...

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Beschreibung

The must-have resource for media selling in today's technology-driven environment

The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era.

The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition:

Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically
Reveals how to conduct research on Google Analytics
Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenge
Includes insights into selling and distribution of podcasts
Includes links to downloadable case studies, presentations, and planners on the Media Selling website
Includes an extensive Glossary of Digital Advertising terms

Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.

Autorentext

CHARLES WARNER teaches in the graduate Media Management Program in the School of Media Studies at The New School, New York. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism. WILLIAM LEDERER is Chairman and CEO of iSOCRATES, a global leader in programmatic media planning and execution. In addition to leading global consulting and managed services teams, he teaches in the graduate Media Management Program at The New School, New York. BRIAN MOROZ is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.

Inhalt
About the Authors ix

Acknowledgments xi

Preface xiii

1 The Marketing/Media Ecology 1
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2 Selling in the Digital Era 15
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3 Sales Ethics and Transparency 47
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4 The AESKOPP Approach, Attitude, and Goal Setting 61
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5 Emotional Intelligence 81
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6 Effective Communication, Effective Listening, and Understanding People 91
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7 Influence and Creating Value 111
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8 The New Buying and Selling Process 139
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9 Prospecting and Qualifying 155
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