000			02652cam a2200325 a 4500
001			u6240
003			SA-PMU
005			20210418124911.0
008			070524s2008 nyua 001 0 eng
010			_a 2007021981
040			_aDLC _beng _cDLC _dBTCTA _dBAKER _dC#P _dBWX _dYDXCP _dVP@ _dCS1 _dOCLCQ _dBDX
020			_a9780814480533
020			_a0814480535
035			_a(OCoLC)137244751
050	0	0	_aHF5439.B67 _bW43 2008
082	0	0	_a659.14068/8 _222
100	1		_aWeyland, Paul.
245	1	0	_aSuccessful local broadcast sales / _cPaul Weyland.
260			_aNew York : _bAMACOM, _cc2008.
300			_av, 234 p. : _bill. ; _c24 cm.
500			_aIncludes index.
505	0		_apt. I. Selling your client on why your station is logical to buy, regardless of your ratings or program -- Prospecting local direct: the key to a successful broadcast career -- Using media-savvy strategies to get appointments with key decision makers -- Making broadcast advertising user-friendly -- Explaining broadcast marketing to a direct client -- Advertising clutter: you are the solution -- How we really see and hear commercials -- Branding-it's not just for cowboys -- Your station is the logical solution -- pt. II. Writing genius creative whether you're a creative genius or not -- Recognizing creative problems -- Creating a centerpiece for your commercial -- Make the spot emotional -- Solving consumer problems without cliches -- Telling your target market what to do -- pt. III. Demonstrating that using your station is not a gamble, but a good, calculated risk -- Calculating return on investment (ROI) and managing client expectations -- Explaining the pure logic of buying your station -- The value of one new customer -- Selling against other media -- Why a local broadcast client should own your station -- pt. IV. Broadcast sales mechanics: how to make your job easier -- Creating concise and customized marketing and advertising proposals -- Break through the commercial clutter: power presentations -- How to negotiate without turning into a pitiful puddle of spineless goo -- Why objections are our friends and logical ways to handle them -- How to close broadcast sales without looking like a jerk -- The value of super-servicing your local client -- Collecting-how to make sure you don't work for free -- How to overcome call reluctance.
650		0	_aSelling _xBroadcast advertising.
650		0	_aBroadcast advertising.
856	4	1	_3Table of contents only _uhttp://catdir.loc.gov/catdir/toc/ecip0719/2007021981.html
942			_cBOOK
994			_aZ0 _bSUPMU
948			_hNO HOLDINGS IN SUPMU - 138 OTHER HOLDINGS
596			_a1 2
999			_c10287 _d10287