Successful Local Broadcast Sales

Author: Paul Weyland
Pub Date: 2007
Your Price: $24.95
ISBN: 0814480535
Format: Hardcover

• Overview
• Introduction
• Table of Contents
• Request an Evaluation Copy, INSTRUCTOR ONLY!

Table of Contents

Acknowledgments v
Introduction 1
Part I Selling Your Client on Why Your Station Is Logical to Buy, Regardless of Your Ratings or Program 11
Chapter 1 Prospecting Local Direct: The Key to a Successful Broadcast Career 13
Chapter 2 Using Media-Savvy Strategies to Get Appointments with Key Decision Makers 23
Chapter 3 Making Broadcast Advertising User-Friendly 29
Chapter 4 Explaining Broadcast Marketing to a Direct Client 37
Chapter 5 Advertising Clutter: You Are the Solution 45
Chapter 6 How We Really See and Hear Commercials 51
Chapter 7 BrandingóIt’s Not Just for Cowboys 59
Chapter 8 Your Station Is the Logical Solution 67
Part II Writing Genius Creative Whether You’re a Creative Genius or Not 73
Chapter 9 Recognizing Creative Problems 75

Chapter 10 Creating a Centerpiece for Your Commerical 83

Chapter 11 Making the Spot Emotional 89

Chapter 12 Solving Consumer Problems Without Clichès 95

Chapter 13 Telling Your Target Market What to Do 109
Part III Demonstrating That Using Your Station Is Not a Gamble, but a Good, Calculated Risk 119
Chapter 14 Calculating Return on Investment (ROI) and Managing Client Expectations 121
Chapter 15 Explaining the Pure Logic of Buying Your Station 127
Chapter 16 The Value of One New Customer 135
Chapter 17 Selling Against Other Media 139
Chapter 18 Why a Local Broadcast Client Should Own Your Station 159

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