MEDIA SALES: COMMUNICATION 446/5446
COM 446/5446, 3 semester hours; Media Sales
COM 102 is a prerequisite for all COM majors, COM 330 or 442 or instructor’s consent.
Graduate standing is a prerequisite for COM 5446
TEXTS: Media Selling: Television, Print, Internet, Radio
Warner ISBN: 978-1-4051-5839-8
The Greatest Salesman in the World
The Greatest Salesman in the World, Part II
Mandino
Dr. Cliff Fortenberry
925-3457, 3229
Aven 117A
P. O. Box 4019 MC
Clinton, MS 39058
Email: fortenbe@mc.edu
This course is structured to provide the student with basic approaches to media sales,
promotions and networks. An oral presentation section will allow the student to polish
sales presentation skills.
Course Description: This class will examine sales techniques and decisions related to
today’s electronic environment. The class should create interest in and understanding of the
sales techniques and strategies in the electronic media and give students better insight into
the most financially rewarding area of broadcasting.
There will be outside assignments and due dates MUST BE ADHERED TO. NO
ASSIGNMENTS WILL BE ACCEPTED LATE!! All written assignments must be
typewritten or computer printed. No handwritten assignments will be accepted.
Academic Integrity:
Mississippi College students are expected to be scrupulously honest. Dishonesty, such as
cheating or plagiarism, or furnishing false information, including forgery, alteration or
misuse of University documents, records or identification, will be regarded as a serious
offense subject to severe penalty, including, but not limited to, loss of credit and possible
dismissal. See the Mississippi College Tomahawk or University Policy 2.19 for specific
information regarding penalties associated with dishonest behavior at Mississippi College.
Copies of the Tomahawk are available in the Office of Student Affairs, Nelson 212. Copies of
University Policies are available on the Mississippi College web site.
Graduate Requirements:
Graduate students must answer all questions on tests, if choices are given for
undergraduates, graduate students will have no choices, they must also serve as group
leaders in panel presentations and case study discussions.
COM 446/5446
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Graduate students should read the Graduate Orientation Manual in its entirety. This is an
important part of the orientation for graduate students. Please get your hard copy from your
department or from the Graduate Office in Nelson 202. You may also view the manual on the
web at this address: http://www/mc.edu/publications/graduate/orientation.html.
Graduate students in the Communication Department must secure a Communication
Department Graduate Handbook, complete and file all forms, and attend the fall
orientation session and the spring research convocation. The dates are in the current
Handbook. Failure to follow the guidelines will result in graduation delay and possible
suspension. All departmental requirements must be met in order to complete the graduate
program. The Communication Department Graduate Handbook may be obtained from
the Communication Department secretary or graduate coordinator.
Course Content: There will be four tests, three sales presentations, and two biographies.
Tests consist of both objective (matching, true/false, short answer, multiple choice) and
subjective (list and explain, definition, discussion) questions.
Rationale: The Course is appropriate for marketing and communication students who
wish to learn the ABC’s of media selling. The course is an integral part of the educational
process for an individual entering into the media field. The course is required for all
communication majors with a media concentration.
Learning Objectives:
1. Develop an understanding of the concept that a salesperson is selling the idea that a
radio campaign is delivering a message to an audience.
2. Develop an understanding of the concept that sales are based on relationships.
3. Develop an understanding of radio formats and audience profiles each of the formats
can deliver.
4. Present to the student of radio the audience ratings concept and how a station can use
the information for format development and selling.
5. The student will be able to present an acceptable sales presentation for a radio station.
Grading Scale:
Undergraduate: A = 94 - 100
B = 93 - 85 C = 84 - 75 D = 74 - 68 F = 67 - >
Graduate: A = 95 -100 B+ = 94 B = 93 85 C+ = 84 C = 83 – 75 D = 74 – 68 F = 67 - >
Graduate Grade components:
Biographies
10%
Tests
45%
Sales Presentations
35%
Class Participation
10%
100%
Undergraduate Grade components:
Biographies
10%
Tests
45%
Sales Presentations
35%
Class Participation
10%
100%
COM 446/5446
page 3
Evaluation Process:
The student will be evaluated on the following: Average grades on test, performance and
completeness of the sales presentations, quality of sales biographies, out of class
assignments and class participation. Graduate students will have more test questions and
longer presentations.
Methods of Instruction:
Lecture, video presentations, evaluation of personal research and personal presentations
recorded on video tape.
Schedule:
January 11 – 25 Introduction and overview discussion of course expectations: Discussion
of the radio industry, history of air time sales. Selling: Perspectives, Function and the
SKOAPP System. The elements of marketing, market strategy, image, how the broadcast
and cable industry fits into the overall economy of America
January 18 MLK Day
January 27 Test
February 1 - February 15 “The Needs-Satisfaction Approach to Selling,” “Prospecting,
Qualifying, and Researching and Targeting: The First Steps.” “Presenting and Servicing:
The Last Steps”.
February 17 Biography
February 22 Test
February 24 – March 2 Sales presentations
March 5 - 13 Spring Break
March 18 Last day to drop a class
March 14 – 23 “Understanding and Using Ratings,” Also a look at some alternatives to
“Ratings” I.E. “Niche Formats.” “Specialized Programming”, “Target Market”, “The
Advertising Media” A look at cost and effectiveness compared to other advertising media.
“Maximizing Revenue, Rate Structures and Packaging.” Discussion of Frequency
Discounts, Volume Discounts, Grid cards, National V/S Local rate structure.
March 27 Easter
March 28 Easter Break
March 30 - April 4 Biography
COM 446/5446
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April 6 Test
April 6 – 13 Sales Presentations
April 18- 20 “Retail Selling,” Selling Ideas, Writing Copy, Co-op
Advertising” “Agency/Services and Selling” “Network, Syndication and Local Cable
Selling” “Specialized Selling, Promotions, Sports” “Attitudes”, “Organizing”, “Future of
Sales”
April 25 – 27 Sales Presentation
April 29, 12:00 pm Final Exam
Attendance Policy: Students are expected to be class unless excused by physical illness
or extenuating circumstances. When a student exceeds absences from class which exceed
25% of the class meetings, no credit can be given for the course.
Make up Policy: All makeup tests must be taken within four class meetings of the
original test date. In order to take a makeup test, the student must have an excused
absence and then must arrange a time to take it. The time should be convenient for both
the instructor and the student. If the test is not taken within the time allowed, the grade
on that test will be considered to be NO CREDIT (0).
The faculty member reserves the right to make any and all needed changes
throughout the semester. All changes will be discussed with students in class.
Tuition refund cannot be made on dropped classes after January 23.
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c446sp16.syl