Charles Warner - Media Selling

1 Cover

2 About the Authors

3 Acknowledgments

4 Preface Focus of the Book Unique Features Style of the Book

5 1 The Marketing/Media Ecology What Is Marketing? The Internet and Ad Words: Disrupting Marketing and Advertising Google Customers Versus Consumers What Is Advertising? The Media Hypocrites Not Allowed References

6 2 Selling in the Digital Era What Changed? Digital‐Era Media Are Still “The Media” New Assumptions for the Digital Era Approaches Mission, Objectives, Strategies, and Tactics Types of Selling Summary References

7 3 Sales Ethics and Transparency Sales Ethics in the Advertising‐Supported Media What Are Ethics? Why Are Ethics and Rules Important? Five Ethical Responsibilities for Media Salespeople An Ethics Check Transparency References

8 4 The AESKOPP Approach, Attitude, and Goal Setting The AESKOPP Approach Key Elements and Core Competencies of the AESKOPP Approach Attitude and Goal Setting Goal‐Setting Theory and Objective‐Setting Practice Take Full Responsibility for Your “Cycle of Success” References

9 5 Emotional Intelligence Old‐Fashioned Models of Selling Old Models Don’t Work In the Digital Era The Current Model: Selling as Educating The Importance of Emotional Intelligence References

10 6 Effective Communication, Effective Listening, and Understanding People Communication Techniques for Effective Listening The Power of Questions Understanding People References

11 7 Influence and Creating Value The Psychology of Influence Creating Value References

12 8 The New Buying and Selling Process Sales Force Structure Missionary Selling Service Selling Decision Criteria References

13 9 Prospecting and Qualifying Outbound prospecting Developing Prospecting Scripts Inbound Prospecting Sales Management Tips to Improve Prospecting References

14 10 Researching Insights and Solutions Introduction Data, Observations, and Insights Research Data Big Data Insights Data: Tools and Processes for Insight Collecting and Categorizing: A Process Plan Building Insights Solutions, Not Campaigns References

15 11 Educating The Elephant and the Rider Educating One‐on‐One Educating Groups References

16 12 Proposing Proposals AI and Proposals

17 13 Negotiating and Closing Negotiating The Negotiating and Closing Process Putting It All Together: Create a Negotiating and Closing Plan References

18 14 Customer Success Pre‐Digital‐Era Selling Selling an Intangible Service Digital‐Era Service Service Design References

19 15 Marketing The Era of Marketing that Provided Meaning The Era of Participation and Collaboration Marketing Marketing 4.0 Big Data Summary References

20 16 Advertising What is Advertising? National Advertising Local Advertising References

21 17 Programmatic Marketing and Advertising What is Programmatic? Why Programmatic? The Problem The Stakeholders The History of Programmatic References

22 18 Measuring Advertising Introduction The Job of Media Salespeople Media Research Digital Measurement Services The Top Five Questions Measurement Cannot Answer References

23 19 Selling Digital and Cross‐Platform Advertising The Landscape of Digital Advertising Digital Marketing Agencies References

24 20 Google and Search A Brief History of the Google Ad Auction The Search Auction Search Advertising Technologies

25 21 Facebook and Social Media Facebook Twitter YouTube YouTube facts Reddit Snapchat and TikTok Pinterest LinkedIn The Future of Sales Jobs in Social Media References

26 22 Television What Is Television? Broadcast Television Networks Cable Television Networks Syndicated Television Broadcast National Spot Television Cable National Spot Television Broadcast Local Television Cable Local Television

27 23 Print and Out of Home Newspapers Magazines Out of Home (OHH) References

28 24 Audio Radio Podcasts

29 25 Time Management Characteristics of Time Planning Organizing Controlling Evaluating Summary References

30 Appendix: Digital Advertising Glossary

31 Index

32 End User License Agreement

1 Chapter 1 Figure 1.1 The value chain

2 Chapter 4 Figure 4.1 Objective difficulty and motivation Figure 4.2 The Cycle of Success

3 Chapter 8Figure 8.1 The sales funnel – missionary sellingFigure 8.2 The sales funnel–service selling

4 Chapter 10Figure 10.1 Google Trends: search for yogurt Figure 10.2 Google Trends: search for pudding

5 Chapter 12Figure 12.1 Proposals

6 Chapter 15Figure 15.1 The Interchanging roles of traditional and digital marketing....Figure 15.2 Mapping the customer path through the Five As.Figure 15.3 Marketing decision treeFigure 15.4 Non‐scalable vs. scalable businessesFigure 15.5 The life cycle of a businessFigure 15.6 Generic competitive strategies.Figure 15.7 Relative effectiveness of marketing channelsFigure 15.8 Explosion in complexity and workload

7 Chapter 17Figure 17.1 Core functions of a programmatic trading desk

8 Chapter 19Figure 19.1 Digital’s contribution to traditional local media in $billions...Figure 19.2 Advertising across platforms delivers higher ROIFigure 19.3 Incremental cost of reachFigure 19.4 How ad spending aligns with media consumption, 2017

9 Chapter 21Figure 21.1 Social media timeline

10 Chapter 22Figure 22.1 Pay TV subscribers in the US (in millions)

11 Chapter 23Figure 23.1 Magazine growthFigure 23.2 Meredith magazine brands’ comparative ROIs Note: ROI = increment...

1 Cover

2 Table of Contents

3 Begin Reading

1 iii

2 iv

3 v

4 ix

5 xi

6 xi

7 xiii

8 xiv

9 xv

10 1

11 2

12 3

13 4

14 5

15 6

16 7

17 8

18 9

19 10

20 11

21 12

22 13

23 14

24 15

25 16

26 17

27 18

28 19

29 20

30 21

31 22

32 23

33 24

34 25

35 26

36 27

37 28

38 29

39 30

40 31

41 32

42 33

43 34

44 35

45 36

46 37

47 38

48 39

49 40

50 41

51 42

52 43

53 44

54 45

55 46

56 47

57 48

58 49

59 50

60 51

61 52

62 53

63 54

64 55

65 56

66 57

67 58

68 59

69 60

70 61

71 62

72 63

73 64

74 65

75 66

76 67

77 68

78 69

79 70

80 71

81 72

82 73

83 74

84 75

85 76

86 77

87 78

88 79

89 81

90 82

91 83

92 84

93 85

94 86

95 87

96 88

97 89

98 90

99 91

100 92

101 93

102 94

103 95

104 96

105 97

106 98

107 99

108 100

109 101

110 102

111 103

112 104

113 105

114 106

115 107

116 108

117 109

118 110

119 111

120 112

121 113

122 114

123 115

124 116

125 117

126 118

127 119

128 120

129 121

130 122

131 123

132 124

133 125

134 126

135 127

136 128

137 129

138 130

139 131

140 132

141 133

142 134

143 135

144 136

145 137

146 138

147 139

148 140

149 141

150 142

151 143

152 144

153 145

154 146

155 147

156 148

157 149

158 150

159 151

160 152

161 153

162 155

163 156

164 157

165 158

166 159

167 160

168 161

169 162