Media Selling: Digital, Television, Print, Audio, and Cross-Platform, Fifth Edition
For two decades, Broadcast and Cable Selling served students and professionals in the broadcast and cable industries as an indispensable tool for learning, training, and mastering the art and science of selling. In the era of digital advertising and cross-platform selling, the original text as been recrafted three times, first as Media Selling: Broadcast, Cable, Print, and Interactive, Third Edition, next as Media Selling: Television, Print, and Interactive, Fourth Edition, and now as Media Selling: Digital, Television, Print, Audio, and Interactive, Fifth Edition.
Because digital (desktop and mobile) advertising has taken over the number-one advertising revenue rank from television, because the duopoly of Google and Facebook dominate digital advertising, and because 85 percent of all digital display advertising is purchased programmatically, this newly revised and updated edition of Media Selling addresses selling in the new, highly complex marketing and advertising ecosystem.
- The fifth edition of Media Selling addresses the unprecedented consolidation and sweeping change faced by media industries in recent years, and features greatly expanded coverage of cross-platform selling, measuring digital advertising, and programmatic buying and selling of digital advertising.
- The new Fifth Edition of Media Selling includes chapters or sections of chapters on Google and search, Facebook and social media, and podcasting.
Readers will find a particularly relevant chapter on sales ethics and the need for transparency in relationships between buyers and sellers of advertising and between advertising agencies and their clients. The new fifth edition continues the Media Selling approach of framing benefits of what is being sold to appeal to the personalities and risk-taking tolerance of buyers and clients. Praised by both educators and sales training managers throughout the world, Media Selling advocates the approach that one reviewer called “the best synthesis of behavioral psychology, common sense, and professional salesmanship I’ve ever read.”
Contents Include:
Preface and 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
About the Authors
Charles Warner taught in the Media Management Program in the School of Media Studies at The New School in New York from 1997 to 2022. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism.
Until he retired in 2002, Charlie was Vice President of AOL’s Interactive Marketing division. Before joining AOL, he was the Goldenson Endowed Professor at the Missouri Journalism School for ten years where he taught media management, media economics and finance, and media sales, and where he created and ran the annual Management Seminar for News Executives.
Charlie has also served as a management and sales consultant and trainer for CBS, ABC, ESPN, MTV, TCI, Fox, AH Belo, Hearst Magazines, Microsoft’s MSN, Cox Cable, The Hyperfactory, and many other major media and online companies. He has also been VP, General Manager, of WNBC-AM (now WFAN) in New York, WMAQ-AM (now WSCR) and WKQX-FM in Chicago, WWSW-AM and WPEZ-FM in Pittsburgh, and CBS Radio Spot Sales.
William Lederer co-founded and serves as Chairman and CEO of iSOCRATES, the leading end-to-end provider of Programmatic Resource Planning and Execution™ that serves publishers, marketers, agencies, and their suppliers. iSOCRATES has three lines of business: Strategic and Operations Consulting, Managed Service Platforms, and Business Process Outsourcing. The company is owned by its employees and is headquartered in Saint Petersburg, Florida, and has its global delivery center in Mysuru, Karnataka, India.
Previously, Lederer founded and served as Chairman and CEO of MediaCrossing Inc., a pioneering programmatic media trading company. Prior to MediaCrossing, he was CEO, Kantar Video, a global online and mobile video data, measurement and analytics innovation unit of Kantar, a global media and market research holding company of WPP Group. He also served as a board member of WPP Digital and of Kantar Digital. Mr. Lederer had been Global Chief Development Officer and COO of North America at Kantar Media Audiences (formerly, TNS Media Research), and earlier VP, Corporate Development at Kantar Media (formerly, TNS Media NA). He was the Founder of Art.com, the leading e-commerce retailer he sold to Getty Images where he led as CEO its Consumer Division.
He is author or co-author of four Wiley texts on media selling or finance, including the fifth edition of Media Selling.
Brian Moroz is a senior creative strategist at Google. He has held several positions at Google during his decade-plus tenure both in the sales and agency groups and in the sales training group where he leads North American new hire training in New York for all new employees.
Brian has particular expertise in strategic planning for complex online marketing campaigns and is expert in online video, search, and display as well as emerging technology in the digital media space. His current focus is on understanding how Google users interact with and take value from online marketing.
Previous to his work at Google, Brian worked in a postgraduate MBA startup and in finance. He has worked in the US and in Europe with consulting roles in Asia and was an adjunct professor in the graduate Media Management Program at The New School.
Publication Date: 2020
Size:
Binding: Paperback
Publisher: Wiley
