00000nam a22000008i 4500 UP-1685675941131553438 Buklod 20251125144334.0 ta r |||| u| ta 251125s2020 njuad |rb 001 0 eng|| 9781119477396 (paperback) 21506542 DLC DMC rda eng DMLUC HF 5439 B67 W37 2020 Warner, Charles 1932- author. Media selling digital, television, audio, print and cross-platform Charles Warner, William A. Lederer, Brian Moroz. Fifth edition. Hoboken, New Jersey Wiley Blackwell 2020. xv, 557 pages illustrations 25 cm. text rdacontent unmediated rdamedia volume rdacarrier Revised edition of Media selling, 2009. Includes bibliographical references and index. The Marketing/media ecology -- Selling in the digital era -- Sales ethics and transparency -- The AESKOPP approach, attitude, and goal setting -- Emotional intelligence -- Effective communication, effective listening, and understanding people -- Influence and creating value -- The New buying and selling process -- Prospecting and qualifying -- Researching insights and solutions -- Educating -- Proposing -- Negotiating and closing -- Customer success -- Marketing -- Advertising -- Programmatic marketing and advertising -- Measuring advertising -- Selling digital and cross-platform advertising -- Google and search -- Facebook and social media -- Television -- Print and out of home -- Audio -- Time management. Updating the 4th Edition of Media Selling, published in 2009, has been challenging because of the exponential changes in the media, especially in digital advertising, which in 2016 toppled television as the number-one advertising medium, and in the time since the 4th Edition, Google and Facebook have dominated the digital advertising media environment. In 2016 and 2017 the two Internet giants amassed approximately 90 percent of the increase in digital advertising investment over the previous year, leaving hundreds of thousands of advertising-supported websites and apps struggling to survive by dividing the crumbs of the remaining ten percent of the digital advertising yearly increase. It is difficult to keep up with accelerating changes in the media and in advertising because these changes are driven mostly by advances in artificial intelligence (AI), but this edition includes many of the changes up until August of 2019. With that in mind, we (the authors) have tired to avoid predicting the future beyond 2019. We have also listed for readers the URLs of websites and industry newsletters, blogs, apps, and websites where they can keep up to date on current information-- Provided by publisher. Advertising, Magazine. Advertising, Newspaper. Advertising, Outdoor. Internet advertising. Selling Broadcast advertising. Lederer, William A. author. Moroz, Brian author. FO UPD DMC HF 5439 B67 W37 2020 Book