Media Selling (5^th Ed.) 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.

About the Authors ix

Acknowledgments xi

Preface xiii

1 The Marketing/Media Ecology 1
Charles Warner

2 Selling in the Digital Era 15
Charles Warner

3 Sales Ethics and Transparency 47
Charles Warner

4 The AESKOPP Approach, Attitude, and Goal Setting 61
Charles Warner

5 Emotional Intelligence 81
Charles Warner

6 Effective Communication, Effective Listening, and Understanding People 91
Charles Warner

7 Influence and Creating Value 111
Charles Warner

8 The New Buying and Selling Process 139
Charles Warner

9 Prospecting and Qualifying 155
Charles Warner

10 Researching Insights and Solutions 187
Brian Moroz

11 Educating 207
Charles Warner

12 Proposing 235
Charles Warner

13 Negotiating and Closing 245
Charles Warner

14 Customer Success 293
Charles Warner

15 Marketing 305
Charles Warner

16 Advertising 327
Charles Warner

17 Programmatic Marketing and Advertising 353
William A. Lederer

18 Measuring Advertising 375
William A. Lederer

19 Selling Digital and Cross‐Platform Advertising 391
Charles Warner

20 Google and Search 415
Brian Moroz

21 Facebook and Social Media 425
Charles Warner

22 Television 457
Charles Warner

23 Print and Out of Home 475
Charles Warner

24 Audio 495
Charles Warner

25 Time Management 513
Charles Warner

Appendix: Digital Advertising Glossary 523

Index 535

CHARLES WARNER teaches in the graduate Media Management Program in the School of Media Studies at The New School, New York. He is also the Goldenson Chair Emeritus at the University of Missouri School of Journalism.

WILLIAM LEDERER is Chairman and CEO of iSOCRATES, a global leader in programmatic media planning and execution. In addition to leading global consulting and managed services teams, he teaches in the graduate Media Management Program at The New School, New York.

BRIAN MOROZ is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.