Media Selling. Warner Charles DudleyЧитать онлайн книгу.
(not at an advertising agency). This person might be the sales manager of a large automobile dealer or the head of marketing at a large hospital. Interview this person and ask him or her what they expect of media salespeople, what attributes they would like to see, and what kind of service they expect. Make a list of these answers and compare them to the answers that professional media buyers gave in the IRTS survey in this chapter. Are there any differences? What are they? What did you learn from this exercise?
References
1 Auletta, Ken. 2009. Googled: The End of the World As We Know It. New York: Penguin Press.
2 Blanchard, Ken and Bowles, Sheldon. 1993. Raving Fans. New York: William Morrow.
3 Dixon, Matthew and Adamson, Brent. 2011. The Challenger Sale: Taking Control of the Customer Conversation. New York: Portfolio/Penguin.
4 Hari, Johann. 2018. Lost Connections: Uncovering the Real Causes of Depression—and the Unexpected Solutions. New York: Bloomsbury.
5 Kohn, Alfie. 1986. No Contest: The Case Against Competition. Boston, MA: Houghton Mifflin.
6 Pink, Daniel. 2011. Drive: The Surprising Truth About What Motivates Us. New York: Riverhead Books.
7 Pink, Daniel. 2012. To Sell Is Human: The Surprising Truth About Moving Others. New York: Riverhead Books.
8 Stewart, Tom and O’Connell, Patricia. 2016. Woo, Wow, and Win: Service Design, Strategy, and the Art Of Customer Delight. New York: Harper Collins.
9 Weinberg, Mike. 2013. New Sales Simplified: The Essential Handbook for Prospecting and New Business Development. New York: AMACOM.
Resources
1 Examples of RFPs (http://www.mediaselling.us/downloads.html)
Notes
1 i In March, 2019, Google announced it was abandoning the second‐price auction system and was adopting a first‐price auction system that is standard practice in programmatic, real‐time bidding (RTB) bidding for available inventory.
2 ii Google changed the name of AdWords to Google Ads effective July 24, 2018.
3 iii Google changed the name of AdWords to Google Ads effective July 24, 2018.
4 1 Auletta, Ken 2009. Googled: The End of the World As We Know It. New York: Penguin Press.
5 2 Ibid.
6 3 Ibid.
7 4 Ibid.
8 5 Ibid.
9 6 John, Leslie K., Kim, Tammi, and Barasz, Kate. 2018. “Ads that don’t overstep.” Harvard Business Review, January–February.
10 7 Manjoo, Farhad. 2018., “Tackling the Internet’s central villain: The advertising business,” The New York Times, January 31.Retrieved from https://www.nytimes.com/2018/01/31/technology/internet‐advertising‐business.html .
11 8 Benes, Ross. 2018. “People Believe Ads Are Becoming More Intrusive.” Retrieved from https://www.emarketer.com/content/people‐believe‐ads‐are‐becoming‐more‐intrusive .
12 9 Rackham, Neil. 1988. Spin Selling. New York: McGraw‐Hill.
13 10 Dixon, Matthew and Adamson, Brent . 2011. The Challenger Sale: Taking Control of the Customer Conversation . New York: Portfolio/Penguin.
14 11 Ibid.
15 12 Ibid.
16 13 Pink, Daniel . 2012. To Sell Is Human: The Surprising Truth About Moving Others . New York: Riverhead Books.
17 14 Hari, Johann . 2018. Lost Connections: Uncovering the Real Causes of Depression – and the Unexpected Solutions . New York: Bloomsbury.
18 15 McCurdy, Bob. 2018. “What’s your purpose?” Retrieved from https://radioink.com/2018/02/18/whats‐your‐purpose.
19 16 Blanchard, Ken and Bowles, Sheldon . 1993. Raving Fans . New York: William Morrow.
20 17 www.groupm.com.
21 18 Levitt, Theodore . 1983. The Marketing Imagination . New York: Free Press.
22 19 McCurdy, Bob. “An educated client is a more valuable Client.” Retrieved from https://radioink.com/2018/07/15/blog‐an‐educated‐client‐is‐a‐more‐valuable‐client.
23 20 Agrawal, Ajay , Gans, Joshua , and Goldfarb, Avi . 2018. Prediction Machines: The Simple Economics of Artificial Intelligence . Boston, MA: Harvard Business School Press.
24 21 Ibid.
25 22 Achor, Shawn, Reece, Andrew, Kellerman, Gabriella Rosen, and Robichaux, Alexi. 2018. “9 out of 10 people are willing to earn less money to do more‐meaningful work.” Retrieved from https://hbr.org/2018/11/9‐out‐of‐10‐people‐are‐willing‐to‐earn‐less‐money‐to‐do‐more‐meaningful‐work.
26 23 Goler, Lori, Gale, Janelle, Harrington, Brynn, and Grant, Adam. 2018. “The three things employees want: Career, community, cause.” Retrieved from https://hbr.org/2018/02/people‐want‐3‐things‐from‐work‐but‐most‐companies‐are‐built‐around‐only‐one.
27 24 “2017 Ad‐to‐sales ratios.” Retrieved from http://mediaselling.us/2017Ad‐Sales‐Ratio.pdf.
28 25 Stewart, Tom and O’Connell, Patricia . 2016. Woo, Wow, and Win: Service Design, Strategy, and the Art Of Customer Delight . New York: Harper Collins.
29 26 Denning, Steve . 2010. The Leader’s Guide to Radical Management: Reinventing the Workplace for the 21st Century . New York: Jossey‐Bass.
30 27