Overview

Utilizing the National Collegiate Sales Competition rubric as a framework, The Rookie's Guide to Media Sales equips students with the foundational knowledge they need to become effective salespeople within the field of media and advertising. Opening chapters underscore the importance of relationship-building and effective communication in sales, describe different types of sales, provide an overview of the media environment, and review specific types of media, including newspapers, magazines, radio, television, and more. Additional chapters introduce readers to the sales cycle, offer strategies for networking, and discuss prospecting and qualifying. Students learn how to craft various types of sales communications, how to approach media research, how to conduct a sales meeting, and how to hone their skills in persuasion and reasoning. Chapters address how to approach a client during a sales meeting, identify their needs, present pitches and solutions, overcome objections, and close a meeting with intention. Students learn about media kits, buyer personalities, quality customer service, the essential elements of a business contract, and ethical situations they may face in the field. Negotiations, international business, the business lunch, nonverbal signals, and the power of promotions are covered. Designed to serve as a complete introductory resource, The Rookie's Guide to Media Sales is an ideal textbook for courses and programs in media advertising.

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9781793560254

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Daniel Walsh is an associate professor of electronic media and broadcasting in the Department of Communication at Appalachian State University, where he teaches courses in television scriptwriting and media sales. He holds a Ph.D. from the University of South Carolina, an M.A. from Marshall University, and a B.S. from Appalachian State University.

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