Underwriting 101: Selling College Radio

By Shyrl L. Plum | Go to book overview

Underwriting 101 Selling College Radio

Shyrl L. Plum University of Tennessee-Knoxville

LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS 2000 Mahwah, New Jersey London

-iii-

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Underwriting 101: Selling College Radio
Table of contents

Table of contents

  • LEA'S COMMUNICATION SERIES ii
  • Title Page iii
  • Contents v
  • Preface vii
  • 1- Introduction 1
  • 2- Positioning Competing Media Positioning Nce Stations 10
  • 3- Getting Started Getting Organized 35
  • 4- A Strategy for Success 48
  • 5- Sales Call Reports 61
  • 6- Writing Proposals 70
  • 7- Handling Objections Role-Playing 81
  • 8- Selling Without Ratings Using Rab Research 95
  • 9- Writing Underwriting Announcements 110
  • 10- A Salesperson's Dilemma Ethics 121
  • 11- Closing 130
  • 12- Radio Economics 145
  • 13- Sales Promotion 154
  • 14- Résumés Interviews 164
  • 15- Review Final Exam 180
  • Appendix A 190
  • Appendix B- Positioning Worksheet 195
  • Appendix C Sample Proposal 196
  • Appendix D Sample Résumé 199
  • Appendix E Sample Cover Letter 201
  • Appendix F Course Evaluation 202
  • Author Index 205
  • Index 207
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