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Selling Electronic Media, by Ed Shane
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"Selling is identifying and satisfying customer needs profitably. Profitable for you, profitable for them."
Diane Sutter, President and CEO of Shooting Star Broadcasting , owner of KTAB-TV, Abilene, Texas
This is the definition of sales used throughout Ed Shane's comprehensive and timely textbook Selling Electronic Media. This new definition reflects the customer-orientation of today's marketing environment as well as the product-orientation of selling. Today's selling is a win/win proposition, a win for the seller and a win for the customer.
Using interviews with industry leaders and reports of their selling experiences, Selling Electronic Media shares insight and practical advice in the basics of selling:
� prospecting
� qualifying
� needs analysis
� presentations
� answering objections
� closing
� relationship management
Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet.
Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach.
Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.
- Sales Rank: #1203827 in Books
- Published on: 1999-02-17
- Released on: 1999-03-18
- Original language: English
- Number of items: 1
- Dimensions: 10.00" h x 1.09" w x 7.00" l, 2.16 pounds
- Binding: Paperback
- 488 pages
Review
It's refreshing to have a text written by a broadcast pro who is sensitive to the academic theory needs of the college classroom. Ed has managed to write a very readable text which blankets the subject matter. Thanks! (Michael Taylor, Valdosta State Univ)I teach Radio and Television at the University of Southern Indiana. Your book is thebest sales text I have ever encountered...real world examples, tips,
concepts, etc. My Senior level sales class is getting the "real story". I
came to teaching after 10 + years in broadcast sales and management; it's
nice to have a book I believe in. - J. Wayne Rinks, Ph.D., Program Chair: Radio/Television at the University of Southern Indiana
"The book provides a broad perspective on media sales while fine-tuning the key methods and principles needed by today's sales professional."
Dr. Sam Parker, Lipscomb University
"very comprehensive, great examples"
From the Publisher
Focusing on the merging and converging of electronic media and the need for branding of media at all levels, this highly readable book offers complete coverage of advertising sales for radio, television and cable, plus the new and emerging mass communication technologies, primarily those generated by the Internet.
Selling Electronic Media is enhanced with review highlights and discussion points and illustrated throughout with visuals used by media outlets to market commercials and their audience reach.
Students pursuing sales and marketing careers in electronic media and professionals wishing to reinforce their understanding of the merging and converging media environment will find what they need in the pages of this book.
About the Author
Chief Executive, Shane Media Services, Houston, TX
Most helpful customer reviews
5 of 6 people found the following review helpful.
This is the book I was was supposed to write.
By James F. Taszarek
I'm a sales consultant in Radio Broadcasting. Shane is considered a Radio Programming Guru. What's he doing writing an media SALES book? The problem I have with it is - it's just excellent. It's thorough, basic but not elementary, well-organized and well thought out. While it's supposed to be a university-level textbook, every radio and television station would be smart to have this book within arms reach of the Sales Manager. Well-documented, well-done, nicely done. Dammit!
2 of 3 people found the following review helpful.
Professor Review
By Tricia Geswell
I teach Radio and Television at the University of Southern Indiana. Your book is the best sales text I have ever encountered...real world examples, tips,concepts, etc. My Senior level sales class is getting the "real story". I came to teaching after 10 + years in broadcast sales and management; it'snice to have a book I believe in.
0 of 0 people found the following review helpful.
Awesome Book
By Tanya Davila
Thank you sooooo much for this book. it came REALLY fast & was in great shape as you promised. Thank you once again!
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