T343 1st Edition Lecture 8 Outline of Current Lecture I Case Study Overview II Test Questions III The Money Engine Review IV Good vs Bad Listening Current Lecture I Case Study Overview a How can you define a target audience i Demographically Age sex location etc ii Psychographically lifestyle characteristics outdoorsy etc b What opportunities does advertising on station shows have i Prospects don t care about the features they care about what s in it for them ii Top popular news station 1 This may be true but does not provide valuable information to prospect iii People listen watch while working driving etc 1 This tells the prospect why it should be important to them iv Broad age demographic 1 But opportunities for niche targeting with specific talk shows and blogs These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute II Test Questions a Those whose needs can be met by your station but who have never bough advertising on it are known as i Prospects b The person in a station responsible for scheduling your client s ads is who i The traffic manager c Potential clients don t invest in features of your station they invest in what i The benefits III The Money Engine Review a The Money Engine The visual of how a prospect can turn into a potential customer and a potential partner b The money engine has four steps i Prospects ii Pending accounts iii Active accounts iv Renewals c Need to know the difference between the steps IV Good vs Bad Listening a Good listening i Understanding and physically showing your understanding ii Empathizing with them iii Allowing them to freely express themselves iv Put yourself in their shoes v Be open vi Give them your undivided attention b Bad listener i Talking too much ii Interrupting iii Thinking about what to say next iv Controlling the conversation v Judging
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