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<p>About the Authors ix</p> <p>Acknowledgments xi</p> <p>Preface xiii</p> <p>1 The Marketing/Media Ecology 1<br /><i>Charles Warner</i></p> <p>2 Selling in the Digital Era 15<br /><i>Charles Warner</i></p> <p>3 Sales Ethics and Transparency 47<br /><i>Charles Warner</i></p> <p>4 The AESKOPP Approach, Attitude, and Goal Setting 61<br /><i>Charles Warner</i></p> <p>5 Emotional Intelligence 81<br /><i>Charles Warner</i></p> <p>6 Effective Communication, Effective Listening, and Understanding People 91<br /><i>Charles Warner</i></p> <p>7 Influence and Creating Value 111<br /><i>Charles Warner</i></p> <p>8 The New Buying and Selling Process 139<br /><i>Charles Warner</i></p> <p>9 Prospecting and Qualifying 155<br /><i>Charles Warner</i></p> <p>10 Researching Insights and Solutions 187<br /><i>Brian Moroz</i></p> <p>11 Educating 207<br /><i>Charles Warner</i></p> <p>12 Proposing 235<br /><i>Charles Warner</i></p> <p>13 Negotiating and Closing 245<br /><i>Charles Warner</i></p> <p>14 Customer Success 293<br /><i>Charles Warner</i></p> <p>15 Marketing 305<br /><i>Charles Warner</i></p> <p>16 Advertising 327<br /><i>Charles Warner</i></p> <p>17 Programmatic Marketing and Advertising 353<br /><i>William A. Lederer</i></p> <p>18 Measuring Advertising 375<br /><i>William A. Lederer</i></p> <p>19 Selling Digital and Cross‐Platform Advertising 391<br /><i>Charles Warner</i></p> <p>20 Google and Search 415<br /><i>Brian Moroz</i></p> <p>21 Facebook and Social Media 425<br /><i>Charles Warner</i></p> <p>22 Television 457<br /><i>Charles Warner</i></p> <p>23 Print and Out of Home 475<br /><i>Charles Warner</i></p> <p>24 Audio 495<br /><i>Charles Warner</i></p> <p>25 Time Management 513<br /><i>Charles Warner</i></p> <p>Appendix: Digital Advertising Glossary 523</p> <p>Index 535</p>

<p><b>CHARLES WARNER</b> 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. <p><b>WILLIAM LEDERER</b> 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. <p><b>BRIAN MOROZ</b> is head of one of Google's global strategy units, and previously served in Google's Agency Sales group.

<p><b>The must-have resource for media selling in today's technology-driven environment</b> <p>"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."<br> <b> —BOB PITTMAN, CEO,</b> iHeart Media. <p>"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."<br> <b> —MICHAEL BASSIK, CEO,</b> Media Assembly <p>In addition to insights into disruptive technologies, such as programmatic trading, <i>Media Selling</i> 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: <ul> <li>Contains insight from digital experts into how 85% of digital ad inventory is bought and sold programmatically</li> <li>Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects' advertising and marketing challenges</li> <li>Includes links to downloadable case studies, presentations, and planners on the <i>Media Selling</i> website</li> <li>Includes an extensive glossary of digital advertising terms</li> </ul> <p>Written 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.

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