Chabot College
December 1999
Course Outline for Mass Communications 8
ADVERTISING SALES AND MEDIA MANAGEMENT
Catalog Description:
8 - Advertising Sales And Media Management
4 units
Introduction to broadcast advertising sales from research through the sales presentation to the airing
of the commercial campaign. Broadcast and cable station managerial objectives, procedures and
problems pertaining to daily operations; and the managerial perspective of individual departments
within the broadcast and cable station. 4 hours.
[Typical contact hours: 70]
Prerequisite Skills:
None
Expected Outcomes for Students:
Upon completion of the course the student should be able to:
1. apply the realistic, practical approaches to advertising sales including research, the sales
presentation and the airing of the commercial campaign;
2. define the economics of broadcasting;
3. apply various tools of advertising sales, such as rate cards, coverage maps, merchandising,
surveys, rating books and the like;
4. define the requirements of an entry-level position in broadcast sales;
5. communicate the relationship of a station manager to personnel, to the community, and to the
Federal Communications Commission;
6. evaluate the many problems facing a station manager and learn methods of solving many of
these problems;
7. identify the various departments and their responsibility to the station;
8. demonstrate how to run meetings, give presentations and apply the dynamics of good employee
relations.
Course Content:
1. Economics of Broadcasting- Income and outgo; sales as key to station success
2. Station relationship to the market
a. Radio - AM and FM- Market size, coverage, types of stations; network versus independent
station
b. Television – VHF, UHF & Cable- Market size, coverage, types of stations; network versus
independent station
3. Your station, ownership, organization, philosophy, programming, rating information, coverage
4. Your competition; types of media, competitive stations
5. Advertising sales; general information selecting leads, sources of leads, the retailer and the
agency; merchandising, promotion; "ad" allowance and "co-op" advertising
6. Types and techniques of regional and national selling;
7. Techniques of retail and regional broadcast sales
8. Advertising agencies; organization and sales potential
9. Station Management and station organization
10. The Manager and the station including:
a. Programming- personnel and staff selection. Format and program selection. Local,
syndication and network possibilities. Demographic studies.
Chabot College
Course Outline for Mass Communications 8, Page 2
December 1999
b. News- personnel and staff selection. The News Director as leader and "Gatekeeper".
Considering local, regional and national news stories.
c. Business- the various positions and selection of staff. Employee benefits and compensation
packages.
d. Sales- the General Sales Manager and the staff. Compensation and benefits.
e. Research, traffic and promotion support. Inventory control. The sales effort in the market
place. Knowing the competition.
11. Manager and the federal responsibilities- The Federal Communications Commission
12. Running meetings, giving presentations and good employee relations
13. Career opportunities
Methods of Presentation:
1. Lecture and Discussion
2. Role playing to analyze the salesperson - customer relationship
3. Actual sales experience for Chabot Radio Station, KCRH will be encouraged
4. Field trips to stations and advertising agencies (when possible)
5. Guest speakers (when possible)
6. Individual projects relating to commercial station management and to Chabot station, KCRH
89.9FM and KCC-TV
Assignments and Methods of Evaluating Student Progress:
1. Typical Assignments
a. Class participation in analyzing topics of discussion based on instructor observation of the
extent to which students apply the techniques of media analysis
b. Oral presentations of group research and discussion
c. Written analysis of good and bad managers
d. Written the applications of principles to media management and sales
e. Written analysis, using case studies, of conflict resolution and implementation
f. Log activities and create a time management matrix
g. Write a primary and secondary research term paper
h. Outline main points of instructional videos
i. Role-play interviewing with oral critique
j. Prepare student survey questionnaires and conduct field research
k. In-class sales presentation
l. Sales prospecting and cold calls
2. Methods of Evaluating Student Progress
a. Tests and quizzes
b. Term paper and oral report
c. Evaluation of papers and projects
d. Final exam
Textbook(s) (Typical):
Telecommunications Management: Broadcasting/Cable and the New Technologies, Barry L.
Sherman, McGraw-Hill Publishing Co., 1995
Broadcast and Cable Selling, Charles Warner and Joseph Buchman, Wadsworth Pub. Co., 1993
Special Student Materials:
None
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D:\LAH\CURRICUL\FALL99\MC8_NEW.DOC