Broadcast and Cable Selling (Wadsworth Series in Mass Communication)

Since the Second Edition was published in 1991, the long established Birch Company has gone out of business, leaving Arbitron as the only national radio ratings firm. This revision updates the radio ratings material in several chapters to account for and highlight the implications of this change. Praised by educators and sales training managers throughout the country, the Updated Second Edition continues to give students a needs/satisfaction approach to selling that one reviewer has called the best synthesis of behavioral psychology, common sense, and professional salesmanship Ive ever read. A complete guide, the book covers selling not only to retailers and small market advertisers, but also to large-market, ratings-oriented retailers and advertising agencies.