Media Selling Digital, Television, Audio, Print and Cross-Platform

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.

Charles Warner teaches in the graduate Media Management Program in the School of Media Studies at the New School in New York. He is the Goldenson Chair Emeritus at the University of Missouri School of Journalism.

William Lederer is CEO of the programmatic trading and digital consulting firm iSocrates.

Brian Moroz is head of one of Google’s global strategy units, and taught Innovation in Digital Marketing in the Media Management Program at the New School. 

About the Authors

Preface

Acknowledgements

Chapter 1: The Marketing/Media Ecology

Chapter 2: Selling in the Digital Era

Chapter 3: Sales Ethics and Transparency

Chapter 4: The AESKOPP Approach, Attitude, and Goal Setting

Chapter 5: Emotional Intelligence

Chapter 6: Effective Communication, Effective Listening, and Understanding People

Chapter 7: Influence and Creating Value

Chapter 8: The New Buying and Selling Process

Chapter 9: Prospecting and Qualifying

Chapter 10: Researching Insights and Solutions

Chapter 11: Educating

Chapter 12: Proposing

Chapter 13: Negotiating and Closing

Chapter 14: Customer Success

Chapter 15: Marketing

Chapter 16: Advertising

Chapter 17: Programmatic Marketing and Advertising

Chapter 18: Measuring Advertising

Chapter 19: Selling Digital and Cross-Platform Advertising

Chapter 20: Google and Search

Chapter 21: Facebook and Social Media

Chapter 22: Television

Chapter 23: Print and Out of Home

Chapter 24: Audio

Chapter 25: Time Management

Appendix: Digital Advertising Glossary

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.