{"product_id":"media-selling-isbn-9781119477396","title":"Media Selling","description":"\u003cp\u003e\u003cb\u003eThe must-have resource for media selling in today’s technology-driven environment\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe revised and updated fifth edition of \u003ci\u003eMedia Selling \u003c\/i\u003eis 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.\u003c\/p\u003e \u003cp\u003eThe 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. \u003ci\u003eMedia Selling\u003c\/i\u003e offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eContains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically\u003c\/li\u003e \u003cli\u003eReveals how to conduct research on Google Analytics\u003c\/li\u003e \u003cli\u003eIdentifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge\u003c\/li\u003e \u003cli\u003eIncludes insights into selling and distribution of podcasts\u003c\/li\u003e \u003cli\u003eIncludes links to downloadable case studies, presentations, and planners on the \u003ci\u003eMedia Selling\u003c\/i\u003e website\u003c\/li\u003e \u003cli\u003eIncludes an extensive Glossary of Digital Advertising terms\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWritten for students in communications, radio-TV, and mass communication, \u003ci\u003eMedia Selling\u003c\/i\u003e is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.\u003c\/p\u003e \u003cp\u003eAbout the Authors ix\u003c\/p\u003e \u003cp\u003eAcknowledgments xi\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003e1 The Marketing\/Media Ecology 1\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e2 Selling in the Digital Era 15\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e3 Sales Ethics and Transparency 47\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e4 The AESKOPP Approach, Attitude, and Goal Setting 61\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e5 Emotional Intelligence 81\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e6 Effective Communication, Effective Listening, and Understanding People 91\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e7 Influence and Creating Value 111\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e8 The New Buying and Selling Process 139\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e9 Prospecting and Qualifying 155\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e10 Researching Insights and Solutions 187\u003cbr\u003e\u003ci\u003eBrian Moroz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e11 Educating 207\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e12 Proposing 235\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e13 Negotiating and Closing 245\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e14 Customer Success 293\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e15 Marketing 305\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e16 Advertising 327\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e17 Programmatic Marketing and Advertising 353\u003cbr\u003e\u003ci\u003eWilliam A. Lederer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e18 Measuring Advertising 375\u003cbr\u003e\u003ci\u003eWilliam A. Lederer\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e19 Selling Digital and Cross‐Platform Advertising 391\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e20 Google and Search 415\u003cbr\u003e\u003ci\u003eBrian Moroz\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e21 Facebook and Social Media 425\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e22 Television 457\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e23 Print and Out of Home 475\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e24 Audio 495\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e25 Time Management 513\u003cbr\u003e\u003ci\u003eCharles Warner\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix: Digital Advertising Glossary 523\u003c\/p\u003e \u003cp\u003eIndex 535\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eCHARLES WARNER\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eWILLIAM LEDERER\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBRIAN MOROZ\u003c\/b\u003e is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe must-have resource for media selling in today's technology-driven environment\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\"Regardless of how fast the media landscape continues to change in the 21st century, Charlie Warner continues to stay on the cutting edge of all things media. Charlie was my mentor as I was beginning my career – we've stayed close ever since, and I am continually impressed by his dynamic insights and fresh perspective. His understanding of the latest platforms and technology is an invaluable tool for media sellers focused on success in the new digitally-focused era.\"\u003cbr\u003e \u003cb\u003e —BOB PITTMAN, CEO,\u003c\/b\u003e iHeart Media. \u003c\/p\u003e\u003cp\u003e\"Charlie Warner connects the study and the practice of media selling, going beyond lead generation and negotiation to understanding a world that is moving from mass reach to data-driven personalization. It is a must-read for modern-day marketers who want to succeed in an industry being shaped by new and complex ways of reaching and connecting with people.\"\u003cbr\u003e \u003cb\u003e —MICHAEL BASSIK, CEO,\u003c\/b\u003e Media Assembly \u003c\/p\u003e\u003cp\u003eIn addition to insights into disruptive technologies, such as programmatic trading, \u003ci\u003eMedia Selling\u003c\/i\u003e explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, and sample in-person, phone, and email sales scripts. The updated fifth edition: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eContains insight from digital experts into how 85% of digital ad inventory is bought and sold programmatically\u003c\/li\u003e \u003cli\u003eIdentifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenges\u003c\/li\u003e \u003cli\u003eIncludes links to downloadable case studies, presentations, and planners on the \u003ci\u003eMedia Selling\u003c\/i\u003e website\u003c\/li\u003e \u003cli\u003eIncludes an extensive glossary of digital advertising terms\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWritten for working media salespeople and students in communications, radio-TV, and mass communication, this updated edition provides an indispensable tool for learning, teaching, and mastering sales techniques for digital media.\u003c\/p\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Default Title","offer_id":47989599568101,"sku":"NP9781119477396","price":64.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119477396.jpg?v=1761784757","url":"https:\/\/k12savings.com\/es\/products\/media-selling-isbn-9781119477396","provider":"K12savings","version":"1.0","type":"link"}