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Broadcast Sales

EMB 227

Broadcast Sales

EMB 227

Course Description

Prerequisites: Prerequisites: READING LEVEL 3 and ENG 111.

Explores basic marketing concepts in broadcast time and spot sales. Analyzes the psychological, sociological, economic, and communicative aspects of salesmanship as they apply to the broadcast industry. Prepares actual sales presentations for hypothetical clients. Brings practicing professionals in the broadcast sales field to share their experiences with the class. (45-0)

Outcomes and Objectives

Describe and successfully perform the selling process specifically in areas unique to broadcasting and cable.

Objectives:

  • Repeat sales theory.
  • Define how sales fits into overall marketing.
  • List the advantages and disadvantages of selling the various mediums, i.e., newspapers, radio, television, cable, etc.
  • Label the types of selling, i.e., stimulus response selling, formula selling, needs satisfaction, etc.
  • Recognize the tactics and strategies of selling.
  • Suggest positioning.
  • Summarizing prospecting, qualifying (listening and analyzing the potential customer), researching and targeting.
  • Compare presenting and servicing.
  • Interpret ratings, i.e., share, gross rating points, gross impressions, cume, frequency, reach, etc.
  • Identify the similarities and differences of predominate ratings companies, i.e., ARB, Willhight, Nielsen, etc.
  • Prepare examples of rate card structure, contract conditions, maximizing revenue (pricing, packaging and inventory control).
  • Construct individual sales efforts from goal setting and planning through evaluation.
  • Examine the factors that motivate a media buyer to purchase broadcast airtime.