Media Selling. Warner Charles Dudley

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Media Selling - Warner Charles Dudley


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Features

      The fifth edition of Media Selling has several unique features:

       A fully integrated and organized selling approach – AESKOPP – that enables salespeople and sales managers to organize and evaluate sales efforts.

       A strategic personal selling approach that emphasizes giving customers insight and solving customers’ problems by developing trusting, long‐term relationships using the wisdom of emotional intelligence.

       Definitions of the five or six steps of personal selling (depending on the type of selling) that focus on discovering and understanding customers’ and buyers’ personalities, needs, and wants; solving advertising and marketing problems; and, most important of all, getting results for customers.

       A thorough chapter on negotiating and closing.

       Tips on time management.

       A chapter that covers the history and practices of programmatic trading.

       A website (www.mediaselling.us) with a Downloads section that contains many useful documents such as ad‐sales ratios, RFPs, and blank planners.

      The three authors have attempted to write this book in a relatively informal and personal style. We have used the term salesperson throughout this book instead of account executive, seller, account manager, or business development person in order to be consistent, because they are all virtually equivalent in meaning.

       Charles Warner

        What Is Marketing?

        The Internet and Ad Words: Disrupting Marketing and Advertising

        Google

        Customers Versus Consumers

        What Is Advertising?

        The Media

        Hypocrites Not Allowed

      If any one of the three elements (marketing, advertising, and the media) is not healthy, the other two cannot thrive. This chapter will examine the ecosystem‐like interdependent relationships among marketing, advertising, and the media and how the Internet disrupted that ecosystem.

      In his influential book, The Practice of Management, Peter Drucker, “the Father of Modern Management,” presented and answered a series of simple, straightforward questions. He asked, “What is a business?” The most common answer, “An organization to make a profit,” is not only false, but it is also irrelevant to Drucker. “There is only one valid definition of business purpose: to create a customer,” Drucker wrote.

      Notice that Drucker did not mention production, suppliers, or distribution, but only customers. That is what marketing is – a customer‐focused business approach.


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