Advertising Sales

Training Program
For BCI Advertising Professionals

“He who quits learning is old…whether he’s eight or eighty!”

……Henry Ford
 Hello!
Welcome to the
Wonderful World of
Advertising Sales!

Just How Good Do

You Want to Be?
 How Important Are Teachers in Our
Lives? Mentors? Coaches? Friends?

Let’s Take a Quick Test:

1. Name the last three Attorney Generals

2. Name the last two Miss Americas

3. Name the last two Heisman Trophy winners

4. Name the last two Super Bowl winners

 Now Name the Following:

1. Three school teachers or coaches you’ll never forget

2. Three people whose friendship you truly enjoy
3. Several people who have made you feel appreciated
4. Several people who helped you through a tough time
 What’s the Moral Here?

The people who make a major difference in your

life are not always the ones with the most
credentials, awards or money…

They are the people who truly care about

you and want to help improve your life!

Your coaches/mentors will help you succeed!

The Real Keys

to
Selling

Success
1. People skills 2. Perseverance

3. Communication skills 4. Personality

5. Goal-oriented 6. Enthusiasm

7. Initiative 8. Attitude

9. Success-oriented 10. Knowledge

Anything Else?
 Let’s
Take a
Closer
Look!
Your Personality,

“Good Morning!”
Your Appearance,
Your Attitude,

“I’m a Superstar!”
And Your Work Ethic!
 These Are

All Important!

But. . .
Your Knowledge Is

King!
Knowledge of Your
Various Products...
Your Market…
Your Competition...
 Your Customers...

“Do you like my advertising proposal?”

 And Good
Knowledge of Ad
Layout and
Design
Knowledge of These Things

Will
Make a Difference….
And Differentiate You
From Your Competition...
Knowledge Helps You
Make a Difference!

Your Customers Could

Care Less About Your
Product or Service
UNLESS It Makes a
Difference in the
Success of Their
Business!
 What Do Our Advertisers
Want From Us These Days?

1. Enthusiasm
Followed closely by:

2. Knowledge
3. Confidence in product
4. Tactful persistence
Source: Various industry publications 2002-2006
Professional
Training Is a
Process, Not
an Event!
 Training Is
Win!

Win!
Win!
The Customer Wins!
Your Company Wins!
And You Win!

Sales
Leader

#1
Time Management:
You Can’t Manage Time…but
You Can Manage Activities!
How Does a Typical Ad Professional
Spend Time?
1. Planning and preparing for calls.*

2. Travel and waiting (33%)

3. In-person/phone selling time (33%)

4. All non-selling activities (34%)

*An important time-saving area

for salespeople!
Source: Selling Power Magazine, 2004
What Causes Wasted Time
for Salespeople?
Poor (or No) Planning!

“I’ll just drop in on a few

prospects today!”

New Prospect Area

 Immediate Crisis!
“…@#$...%&*!!&!”

It’s Going to Happen…Deal With It!

Personal Disorganization!

“Help…I can’t find my

ad copy!”
Poor Work Ethic!
 Inability to Focus!

Fact: 80% of Your Best Work Is Done

in About 25% of Each Day!
No Sales Call Objective!

“Ummm, do you wanna

buy an ad today?”
Bad Filing System!

80% of What
You File Is
Never Used!
Poor Listening Skills!

“But I’m ready to

buy your ad program!”
Waiting Time Can Just
Ruin Your Day!
“Well, it’s been 15
years…I guess I better
move on!”
Wasted Time

During Those Peak

Selling Hours of the Day!
 Selling to the
Wrong Person!
“Gee…I’m sorry, but the
real owner is on vacation
this week!”
No Daily Travel Plan!

“Maybe I can catch some

customers on the other
side of town!”

Plan Your Day in Advance

and You Will Save Time!
No Self-Training Process!

Are You Improving Each Day?

Poor Record Keeping!

Bring some
spec ads on
Friday!
Make Some Notes
After Every Call!
Poor Administration!

Don’t Be a Paper Shuffler!

 Anatomy

of a Sales Call
 Pre-Call Planning

A Good Formula for Success!

The Initial Contact

“We don’t really want*

anything today!”

(*But…maybe there’s a need!)

The First Sales Call

“I’m here to help

you solve some
problems!”
Ask Good Questions
“So, John, what’s unique
about your company?”

Hint: Know some

of the answers in
advance!
Actively Listen!
“Blah, blah, blah, blah, blah,
blah, blah, blah!
Objection Handling Skills

“Are we havin’
fun yet?”

Lead to Sales Success!

 Presentation of Product

It’s Time to Deliver the Goods!

Let’s Talk About Proposals!

Make That…Advertising Proposals!

Advertising
Proposals
101:

Don’t Sell Ads!

Do Sell Programs!
What’s the Formula for
Selling Ad Programs?
Let’s Go to Our
Presentation
Checklist:
Note: Refer to supplemental material
on presentations in the BCI Training Manual,
including the presentation checklist.
How Do You Budget Advertising?

Industry Selling Cycles? (Use NAA Planbook)

Your Established Selling Cycles?

Co-op Opportunities?

Short/Long-Term Business Goals?

Things to Consider When Budgeting:

Location of Your Business

Current Awareness in the Market

New or Existing Business

Competition in the Market?

What Are You Selling?

(The Thin Market Concept)
Where and When to Advertise?

Past Advertising Experiences?

Where/When Is the Competition Advertising?

Consumer Buying/Spending Habits?

 When to Use a Media Mix?

 Well-Designed,
Dynamic, Colorful
Sales Tools Will Help
Your Sales Efforts!
 Competitive Market Key


Citrus Heights

Copeland’s Sports
 ruction
C onst Competitive Market Key
er
Und


Citrus Heights
Join our Dignified List of Advertisers!

Your Logo
Goes Here!
Ask for the Order!
(Closing Skills)
“Okay, it’s a
“We want your deal”
business!”
You’ve seen/heard a buying signal; now
ask for the order like a professional!

1. “I think we should go to work for you, John!

What do you think?”

2. “We’ve agreed on a lot of things, Mary.

Where do you think we should go from here?”

3. “John, it looks like we meet your needs. What

do we need to do to earn your business today?”

4. “Mary, how will the buying decision be made?

By you alone, or by a group?”
Stubborn (Stalling) Advertisers:

How would you handle

these two classic stalls?

1. “I’ve got to think it over, can you

get back to me in a week or two?”

2. “I need to discuss things with my

partner, call me in a couple of
weeks!”
The Written Word:
(It’s a great sales tool!)

Use your written and e-mail

communication skills to help
solidify your partnership with
your customers!
Constantly Sniff Out New Business

Are There More Accounts in

Your Sales Area?
Follow-up Service
Constantly Build
Your Customers’
Confidence
in You!
 Is a Partnered Sales Call in
Order Today?

Four-legged Calls are Good For Everyone!

Do You Really Look Forward
to Client Objections?

Sales Professionals Always Anticipate Them!

 “I Object!”

Just What Is the Number One

Objection These Days?
“Your Paper Costs Too Much!”

“But Give Me a
Deal and I Might
Buy!”
Business Objections:
Your ads cost too much!

 I never get any results!

 I don’t have any money!

 Too much business now!

 Direct mail and radio work!

 Your circulation’s not paid!

 Word of mouth is all I need!

Got Competition?

Part
One:
Direct Mail
 Perceived Strengths:
In the U.S. Mail

Good for Target Marketing

Cost-Effective Shared Delivery

Perceived Weaknesses:

Reliable Delivery

Junk Mail Syndrome

Production Lead Times

Radio
 Perceived Strengths:
Can Target Market Segments

Good for Younger Demographics

Creates Excitement, Interest and Urgency

Perceived Weaknesses:

Advertising Results

Fragmented Audience

Listening Competition
Television
 Perceived Strengths:
Penetration: Most People Have a TV

Good for Building Image and Awareness

Local Cable Stations Have Low Rates

Perceived Weaknesses:

Fragmentation (Top Weakness)

Ad Clutter

DVD/VCR/TIVO/Satellite Discs
 The Internet
Stubhub.com Autosoup.com

Yahoo
EBay
Google

Monster.com Craig’s List

 Perceived Strengths:
Good for Target Marketing

Rapid Growth & 24/7 Accessibility

Creates Excitement, Interest & Urgency

Perceived Weaknesses:

Accurate Result Measurement

Fragmented Audience

Internet Clutter
The Yellow Pages
The
Yellow
Pages
 Perceived Strengths:
Awareness Is High

High Market Coverage

Available 24/7
The
Yellow
Perceived Weaknesses: Pages
Production Lead Time

Yearly Ad Change Options

Real Awareness (T.O.M.A.)

Got Competition?

Part
Two:
Outdoor Media
Perceived Strengths:

Dramatic Visual Impact

Lots of Exposure (Frequency)

Good Target Marketing Medium

Perceived Weaknesses:
Low Recall Factor

Low Message Reception

Production Expense/Lead Times

Competing Print
Publications
Dailies

Weeklies

Shoppers
 Perceived Strengths:
Paid/Free
Upscale Demographics of Readers
Daily/ Weekly
Newspapers High Credibility Factor

Cost Effective Market Reach

Perceived Weaknesses:
Declining Paid Circulation

Ad Clutter

 Low Appeal to Younger Readers

 Perceived Strengths:

Built-in Shopping Appeal

Shopper
Publications Cost-Effective Ad Results

Good Market Coverage

Perceived Weaknesses:
Credibility With Advertisers

Ad Clutter

Demographics of Readers
Niched Print Products

Real Estate Magazines

Lifestyle Magazines

Auto Traders

Other Stuff
Perceived Strengths:

Dynamic Visual Impact

Good Reproduction Quality

Good Target Marketing Medium

Perceived Weaknesses:
Effective Reach of Desired Audience

Effective Reach of New Customers

Production Expense/Lead Times

Special Advertising Sections

Why Have
Them?

Who Benefits
From Them?
Everyone Wins With Special
Advertising Sections!

• The Reader

• The Advertiser

• The Salesperson

• The Publication
Sell Your Special Sections With Hot
Promotional Pieces!
Ad Layout and
Design
Successful Ad Pros Know the Value of
Understanding Ad Layout and Ad Design!
To Sell Advertising Programs…

You MUST
Understand the
Basics of Ad
Design!

Do Your Customers Know Them?

Don’t Be Afraid
of Ad Design!
We’ve Got to
Teach Our
Customers to
Run More
Effective Ads!
There Are Four Key Elements in
Every Effective Display Ad:

1. The Graphics
2. The Headline
3. The Body Copy
4. The Sig/Logo
Great Graphic Print Ads

Instantly
Tell You What
They’re All About!
Instantly!
 Does This Ad
Instantly Tell You
What It’s Basically
About?
Instantly!
Use Effective
Graphics for
Desired Ad
Response!
 Great Ad
Graphics Are
Important and
NOTICED!
Graphics Like This
Graphics Like These
And These!
These
And These!
A Good Graphic

Will Ensure the Ad

Is Noticed!

And Good Use Of

WHITE Space
Well-Designed Ads Will Be Noticed,
Regardless of Size!
Put Benefits in Your Ads for
Best Possible Response!
Talk About Benefits…

“You Say It’ll

Keep Things
Cold For Me?”

and Improve Ad Results!

Lots of Benefits!
Benefits in Ads Help Response!
 People Buy
Things Mainly
Because of
BENEFITS!
Lots of Benefits!
Benefits…Benefits…Benefits
 What Will
This Product
or Service Do
for ME?
Great Ads Solve
Problems for
People!
Put Emotional Appeal in Ads!
Use Emotional Appeal And Benefits!
Branding Will Help to
Differentiate a Business

From All Competitors

What Is
Branding?
 Brand:
An Image That
Exists in the Mind
of the Consumer!
Does Branding Work?
“An Orange is an Orange,
is an Orange”

Sunkist …Unless it’s

Sunkist!
 Brand
Positioning:
 What your product does
 How it compares with competition
 Who uses your product?
 Why do they use it?
Branding at Its Finest!
 Try and Hit the Target!

The TARGET Customer, That Is!

Appeal to the TARGET Customer!
Some People Fear Dentists, So
Target the Ad to These People!
Use Graphics Directed to
the TARGET Customer!
 Who Is the
Target Customer
in This Ad?
Who Is the
Target
Customer in
This Ad?
Busy…Busy…Busy…
What’s TOO Busy?
 Where’s the
Focal Point in
This Ad?
WHITE Space Lets Ads Breathe!
 Effective
Before and
After Ads
Really
Work!
Creative Before and After Ads
Are Great…But…

Huh?
Creative Borders Can Be Effective
Well-Designed Logos
Help the Branding
Process!
Does Your Company
Have an Effective
Logo?

http://www.thelogocompany.net
Don’t let your
customers run
ads like these!
Would You Respond to
This Advertisement?
Creative Ads
Are

HOT!
Creative Ads Are Noticed!
Really Noticed!
Does Color Really
Make That Much
of a Difference?
 Color
1. Increases ad noting by at least 20%

2. Readers will spend up to 80% more

time reading a color ad!

Source: Various advertising/marketing publications 2000-2006

Color
Clearly
Makes a Difference!
Here’s an Award-
Winning

Color Ad!
 Color
Background
Screens Can
Be Effective
at Times
(But Be Careful!)
Color Helps the Branding Process!
Got Any Online
Advertising?

It’s What You Do and

Not What You Say

If You’re Not Part of the

Future, Get Out of the Way!
 The Internet: It’s Here
and It’s Growing!
Stubhub.com Autosoup.com

MySpace Yahoo

EBay Google
Monster.com
YouTube Craig’s List
 Online Advertising Sales:
 Sell, i.e., position your online ads as value-added reach!

 Don’t just trade dollars, i.e., “rob Peter to pay Paul!”

 Do you have good online sites?

 Promote your online sites

 Separate, or same sales team?

 Major retailers are now buying online reach!

Online Advertising Sales:
Educate Your
Customers About:
 Skyscraper Ads
 Animated Ads
 Banner Ads
 In-Story Ads
 Top Ads
 Pixels
 Impressions, Views
and T.O.P.
Online Advertising Sales :

Design & present quality online ad

sales and marketing pieces!
Design and Run Effective
TESTIMONIAL ADS!
Eye-Catching
Testimonials Will
Help Your Sales
Efforts!
 Proven Ad Design Tips:

 LARGE space will attract more NEW customers

 Smaller, more FREQUENT ads maintain customers

 51% of display ads should be ILLUSTRATION

 REAL PRICES are usually better than percentages

 HEADLINES should be set in upper/lower case

 More Proven Ad Design Tips:

 Use REVERSES sparingly

 Write SHORT sentences and SHORT paragraphs

 Answer “What’s in it for me?” in the headline

 BENEFIT headlines are BEST

 Competing ads on a page? NO problem!

 How Are You Doing, Gang?

Let’s Check Out Your Knowledge:

 It’s very important for your advertising
clients to do the following:

1. Slander you and/or your 2. Invite you out for a beer when
publisher once in a while to they’ve had a good response
“keep you on your toes” from the advertising

3. Give you at least an hour 4. Personally like you

during the initial sales call
Virtually every display ad should have:

1. A strong border 2. A graphic focal point

3. A picture of a person using the 4. Some real pictures and

product some line art
 To be a highly-successful salesperson, it’s
very important to:

1. Constantly present new ideas 2. Be a total authority on the

market served by your
publications

3. Try and become an expert on 4. All of the above

your advertiser’s products
and services
After asking the advertiser for the order
you should always:

1. Stare at the advertiser 2. Begin praying

until he is uncomfortable

3. Shut up 4. Ask if you can use the

bathroom
In the language of television advertising, what
does G.R.P. stand for?

1. Grid Resolution Pixel 2. Gross Revenue Possibility

3. Gross Rating Points 4. None of the above

When leaving an initial phone message on
a new advertiser’s voice mail, it’s
perfectly okay to:

1. Whine a little about your 2. Use some tasteful humor if

personal life deemed appropriate

3. Use the client’s first name 4. Politely belch

 In theory, the size of the type in display
advertisements should be:

1. At least 8-point type 2. The same as the majority of

other ads on the same page

3. At least the size of the 4. In a sans serif face

editorial body copy type in
your paper
 When a contented advertiser tells you he
doesn’t want to do a testimonial:

1. You should immediately call 2. You should tell him you’re

him an idiot! going to keep bugging him
until he says okay

3. You should advise him of the 4. You should wait a few weeks
benefits of a testimonial and before again asking for a
offer to prepare it for him testimonial
 A price objection generally
means that the advertiser:

1. Is seriously looking for some 2. Is concerned about value

type of “off the card” special and needs a little more
price information

3. Is probably having 4. Is getting cut-rate deals from

bottom-line problems some of your competitors
For every in-person or telephonic sales call
you make, you need:

1. Rate comparisons with other 2. A call objective

types of media in the market

3. A specific ad 4. Pictures of your family and

campaign proposal your talking parrot
 The Internet:

1. Resembles a traditional 2. Uses routers to

library, because it has tools interconnect networks
that aid in the search for
information

3. Is a network of networks 4. All the above

 You hear about one of your competitors
telling an advertiser that your paper’s
circulation is much less than what it
actually is. What do you do?

1. You tell the advertiser to just 2. You blow your top and scare
“consider the source!” everyone around you!

3. You tactfully, but assertively 4. You immediately call the

deny this claim and point out competitive salesperson’s boss!
the truth!
 When calling on a new prospect, using
testimonials from one or more current
advertisers in your publication will:

1. Probably ensure that you go 2. Is second only to your overall

to heaven when you die knowledge as a sales tool

3. Is worthless if the new prospect 4. Works only if it’s a testimonial

thinks your ad rates are too high from a related-field business
of the prospect
 This Web site address:
http://www.salessecrets.com is:

1. A URL 2. A Web browser

3. A file server 4. A search engine

 People will generally listen to you if:

1. They are curious about what 3. They really like you

you have to say

2. They are simply trying to 4. All of the above

be courteous
 During your first contact with a
prospective advertiser, you should:

1. Tell them you have a 2. Remove any fear the

hot tip on a horse at advertiser has about you or
Santa Anita your products

3. Show some sympathy when 4. Ask for the order and try to
the customer tells you that get an advertising contract
print ads have never worked
for them
 You create value in your
customer’s estimation by:

1. Presenting new ideas and 2. Showing how your products

information on a regular can increase a customer’s
basis revenues

3. Showing how your products 4. All of the above

can lower a customer’s
expenses
The first thing to do when you hear an
objection from a customer is to:

1. Barf! 2. Echo the objection

in some way

3. Whip out some 4. Definitely show a

testimonials little sympathy
 When should you attempt a
trial close during a sales call?

1. When you have successfully 2. Within one hour of the start of

handled a customer your presentation
objection

3. When the customer asks about 4. When the customer glances at

the cost of a half-page ad his or her wrist watch more
than once
 During the first sales call on a new
advertising prospect, you should:

1. Show the prospect your best 2. Talk about all of the

possible ad rate programs weaknesses of competing
media

3. Be sure and “ask for the 4. Ask open-ended questions

order” about the prospect’s business
and personal life
Studies prove that the number-one
advertiser objection (i.e., concern) is
usually about:

1. Your publication’s 2. Your ad rates (cost)

circulation

3. Your publications 4. Your breath

editorial content
 During the first sales call, you
build customer rapport:

1. Primarily during the 2. Throughout the sales call,

first 15 minutes of the then on an ongoing basis
call

3. Primarily during the last 4. Only if the customer offers

half of each sales call you something to eat
In theory, a perfectly-worded classified
ad, offering a “refrigerator for sale”
should generate how many calls?

1. A minimum of five 2. Just one, from the exact

calls per day person needing the exact
refrigerator being advertised

3. About one call 4. 25-50 calls

per hour
 An advertiser asks you, “What’s your
circulation in this market?” Your response
should be:

1. Your publication’s 2. Your exact press run for

circulation average for the that particular week
previous three months

3. Your most current 4. “Why do you ask?”

circulation, times 2.4,
which is an average
number of adult readers
per household
Wise business people buy advertising
because:

1. It’s a great way to 2. It helps them solve

communicate with existing business problems
and potential new customers

3. It’s good for internal 4. All of the above

morale at their place of
business
 Internet Explorer and
Netscape Navigator are:

1. URL’s 2. Space vehicles,

designed to explore
Mars

3. Internet chat rooms 4. Browsers that help you

for executives navigate Web pages
 Yahoo, Google and Ask are...

1. Formats used to display 2. The three moons that circle

graphics on Web pages the planet Krypton

3. Internet search engines 4. Universal Resource Locators

 Modular page makeup is a
production term that means:

1. Computerized page 2. Building pages with

pagination ultra-modern type faces

3. Building all the 4. None of the above

ads on a page in
specific-sized units
When an advertiser tells you that his last
ad program with you got great results,
your first action should be to:

1. Immediately solicit 2. Enthusiastically brand him on

some more ads the value of your publication

3. Immediately ask for a 4. Ask your boss for a big raise

testimonial
What two famous people met through
a classified advertisement?

1. Abbot and Costello 2. Sears and Roebuck

3. Montgomery and Ward 4. Ben and Jerry

 The biggest time waster for most
salespeople is:

1. Waiting in the lobby for the 2. Handling objections

client to finally see you during sales calls

3. Not properly preparing 4. Filling out call reports

for the call in advance
 Great leaders are:

1. Logically argumentative 2. Tactfully assertive

3. Highly charismatic 4. All of the above

 An advertiser
objection is, in reality:

1. A basic stalling tactic 2. A request for more

information

3. A strong message to 4. A simple ploy, to get

you that the advertiser you to lower your
doesn’t like you or advertising rates
your publications
What’s the most powerful section
of a sales letter?

1. Your company logo at 2. The P.S. (postscript) portion

the top of the letter at the end of the letter

3. The first 4. The last paragraph

paragraph of the of the letter
letter
 In theory, the least expensive ads
in a publication should be:

1. Those little mom and 2. Classified private

pop retailer ads individual ads

3. Major retail account 4. Big automotive or

preprint ad inserts real estate ads
Which one of these famous people actually
published a newspaper?

1. George Washington 2. Benjamin Franklin

3. Teddy Roosevelt 4. Thomas Edison

 In the “three V’s” of telephone
selling, which “V” is the most
important in building believability?

1. The Verbal, i.e., the 2. The Vocal, i.e., the way

actual words you say the words
spoken

3. The Visual, i.e., what people 4. The Vicious; angry words

see (visualize) when you’re yelled at a phone customer
talking with them
In advertising, The term F.S.I. means:

1. Film Speed Indicator 2. Free Standing Insert

3. Figurative Sales 4. Folio Standard Indicia

Information
When answering objections of any
type, it is actually okay to:

1. Show sympathy but 2. Raise your voice

not empathy when responding

3. Use the word why a lot 4. Show empathy but

not sympathy
Studies show that the golden (best)
selling time is considered to be:

1. Between 4 and 5 2. Between 9 and 11 a.m.

p.m.

3. Right after lunch 4. None of the above

In the early days of newspapers, Linotype
machines were used to:

1. Set lines of body copy type 2. Set headlines only in hot lead
in hot lead for the printing for the printing process
process

3. Make zinc photo engravings 4. Melt the lead for stereotyping

off of actual pictures (the photo matting process)
 In a display ad, white space should:

1. Be used more when 2. Only be considered

color is in the ad in 20” ads or larger

3. Be used to strategically 4. Represent twenty-five

draw attention to the percent of the total ad
various ad elements
The term S.A.U. refers to:

1. Stupid Advertising underachievers

2. Statistical Advertiser Usage

3. Standardized Advertising Units

4. Spreadsheet Audit Utilization

Which of the following words or
terms have absolutely nothing to do
with newspaper type faces:

1. Times New Roman

2. Spatula Bold

3. Wingdings

4. Century Gothic
 Every display advertisement should:

1. Use boldface type 2. Instantly tell you what

somewhere in the ad the ad is basically about

3. Contain some reverse type, 4. Have some real photos and

especially in an important some line art graphics
copy block
In display advertisements, what
attracts readers the most?

1. Cartoon characters

2. Showing the product in use

3. Stars and Bursts

4. Reverse blocks of type

 The most important part of
a display advertisement is:

1. The running copy blocks 2. The focal point

explaining the offers in the ad graphic in the ad

3. The sig and/or logo portion, 4. Reverse type, drawing

containing the business name, attention to a particular ad
phone number and address element
In display advertisements, what type of graphic
will generate the highest reader levels?

1. High definition line art 2. Combinations of line art

and real pictures

3. Pictures of real people 4. Reverse type blocks

An automobile’s air conditioner...

1. Is a product feature 2. Is a product benefit

3. Is both a feature 4. Is a standard feature

and a benefit in all vehicles
 The term branding means:

1. That the advertiser does a good 2. That the advertiser is creating

job of running testimonials continuous loyalty for
existing products and services

3. That the advertiser does a 4. Newspaper publishers branding

great job of running their sales reps with a hot
personalized ads branding iron….ouch! 
During a new customer’s first two or three
weeks of running advertisements, they
should definitely:

1. Run several 2. Use color as much

coupons in the ads as possible

3. Remove fear and plant 4. Change the headline and/or

buyer rewards with the primary illustration in the
advertisements ad each week
 In display advertisements, the
price of the item/s should be:

1. In most ads, to ensure best 2. In the ad only if there is a

possible ad response picture or line art of the
advertised item/s

3. In every holiday or special 4. In the ad only if the advertised

event ad and sections, like price is a sale price for the
July 4th, Christmas, etc. item
The amount of response a coupon ad
generates depends primarily on:

1. The type of item/s 2. The type of border on the

being offered and the coupon, e.g., dashes, versus
timing of the offer a straight line

3. The day of the week 4. The page number and/or

the coupon runs in page layout position of the
the publication coupon in a publication
Which of the following reasons to advertise
is the weakest response?:

1. Advertising is good for 2. Advertising is an

internal morale! excellent tax write off!

3. Advertising helps pre-qualify 4. Advertising helps businesses

customers responding to the communicate with existing
advertisement! customers!
The word advertising is derived from the
French word advertere, meaning:

1. Give me all your money

2. Building revenue

3. To turn the mind towards

4. Business development
 The term spadea means:

1. A measurement of direct 2. Something they do to

mail effectiveness dogs and cats

3. A unique type of 4. A type of printing

in-paper advertisement press problem
Every well-written classified ad for an auto,
home or major appliance should contain:

1. The phone number and when 2. A benefit statement about the

would be best time to call primary item in the ad

3.The price of the item 4. All the above

 It’s probably most appropriate
to use reverse type:

1. In the address and phone 2. In a block of 10-point

number portion of the ad personalized body copy

3. To emphasize some key words 4. To emphasize all of the

or numbers in a small portion major prices in a ad
of the advertisement
 The newspaper term “R O P”
means:

1. Ridiculous old publisher 2. Receipt on pressrun

3. Run of paper 4. Response on pricing

 Selling:

1. Is about partnering 2. Is about communicating

3. Involves empathy at times 4. All of the above

 People buy things:

1. Because of pride 2. To profit in some way

3. For protection 4. All of the above

 Highly Successful Salespeople:

1. Make a minimum of six 2. Know when to buy lunch for

good calls per day their customers

3. Look for—and respond to 4. Know that a sucker is born

customer buying signals every minute!
 Successful sales professionals:

1. Sell to needs only 2. Are really not team players

3. Sell to needs and wants 4. Know how to make a great

Martini!
What percentage of information will
people retain if being shown things
while a salesperson is talking?

1. 25 percent

2. 50 percent

3. 90 percent

4. 33 percent
 True sales professionals strive to:

1. Be at their desk no later 2. Try and spend at least 50% of

than eight a.m. every day their working hours directly
communicating with customers

3. Spend a lot of time talking 4. Wear flashy clothes and

with their immediate jewelry to impress customers
supervisor
 Open-ended questions:

1. Contain words like how, 2. Usually make a customer a

why, tell and describe little nervous

3. Shouldn’t be asked during 4. All the above

the initial sales call
 Which of the following listening skills is
very important during a sales call:

1. Closing your eyes while 2. Clasping your hands while the

intently listening to the customer is talking
customer

3. Openly acknowledging, 4. Reaming your ears with a Q-tip

i.e., echoing the customers during the conversation
comments or objections
 Successful sales professionals
really don’t sell at all; they:

1. Tactfully push the 2. Basically beg for the order

customer into a quick
buying decision

3. Simply facilitate the buy with 4. Ask their boss to close the
great selling techniques deal for them
 During a sales presentation, it’s
okay to knock a competitor if:

1. They are a huge, market- 2. You shouldn’t knock a

dominant metropolitan competitor…It’s better to sell
newspaper the merits of your publication

3. The customer asks you if 4. When you’re aware that the

the competitor is a good competitor has knocked your
advertising-mix option publication in some way
Great sales closers know:

1. When to close

2. Where to close

3. How to close

4. All the above

For an effective sales presentation, it’s
important to get the customer to:

1. Give you at least an hour 2. Have lunch with you before

of his or her time or after the presentation

3. Meet with you in a 4. Give you a complete tour of

comfortable place that his or her facilities
will be free of
interruptions
 If you’re sending sales or marketing
information to a customer, be sure and:

1. Include some type of 2. Personalize the package in

freebie in the package some way

3. Include color pictures of 4. Include a contract, with a

your family and pets stamped, return envelope
Which of these words/phrases should you
avoid using during a sales call:

1. To be perfectly honest 2. I don’t know if you’d like this,

with you… but…

3. I really hope you’ll 4. All of the above

understand this…
To determine which of your
publication buy options the customer
should buy, be sure that you:

1. Ask the customer if he 2. Ask some discovery questions,

really wants to be to determine needs and wants
successful

3. Apply some sales pressure 4. Tell the customer he must buy

to get him to buy all of everything, because his main
your products competitor does
To sell more ad space to your current
customers, you need to:

1. Present lots of ideas 2. Sell the real value of an

increased buy, not just the
increased cost of the buy

3. Continually educate your 4. All of the above

customer on happenings
in the market
 A really good thing to say during
an important sales call is:

1. Were you very popular 2. What are you expecting your

in High School? advertising to do for you?

3. Why have you never 4. Why do you advertise with

advertised with us before? the local radio stations?
Accepting/running one-time
advertisements is not a good practice,
because:
1. You won’t make much 2. Consumers may need up to
commission nine ad exposures before they
actually react/respond

3. The ad director, i.e., your 4. It’s hard to get a good spot on

boss, will yell at you. page three for a one-time ad
The first thing you should do after getting
an ad agreement (contract) signed is:

1. Whip out your 2. Hug the advertiser

calculator and figure
your commission

3. Congratulate the 4. Try and upsell the advertiser

advertiser on making a into a bigger agreement
good business decision
 Closing the sale, is, in reality:

1. A tough, undesirable 2. An opportunity for everyone

part of the sales process involved to be successful; it’s
a win-win-win scenario

3. The only way to judge 4. A good reason for you to

success for an ad rep drive a new car every year
A key factor in helping the client make a
buying decision is a salesperson’s:

1. Positive attitude 2. Relaxed nature

3. Supreme confidence 4. All the above

 If a salesperson asks for the order too
early in the selling process:

1. It really doesn’t hurt 2. The selling definitely gets

anything; it actually tougher
saves time

3. Percentages say that the 4. None of the above

customer will usually say
yes, and buy
 As soon as a salesperson tries to
close the deal, i.e., ask for the order:

1. He should start smiling 2. He should start thinking of

from ear to ear the big commissions coming

3. Shut up and let the 4. Immediately offer an off the

customer make a decision rate card deal to ensure a
without interruption contract gets signed
When preparing business correspondence
for one of your prospective or existing
customers, you should:

1. Make sure you put a 2. Have someone you trust check

“happy face” somewhere it for accuracy
in the correspondence

3. Use different colors in 4. Use a lot of bold face and

the correspondence to italic type faces for emphasis
draw attention to
various paragraphs
What color has proven to be highly
effective in reducing anxiety?

1. Red 2. Purple

3. Blue 4. Green
What color has proven to increase a
person’s blood pressure a tad?

1. Red 2. Purple

3. Blue 4. Green
What color puts people in a bad mood if
looked at too long?

1. Red 2. Blue

3. Yellow 4. Green
 Good, better, best
Never, ever rest...

Until your good gets better

And your better gets best!
If We Work Together…and Educate
Our Advertisers in the Process…

Everyone Wins!
Let’s Do It, Gang!
 Remember What Zig
Ziglar Says:

If you do what you’ve always done,

you’ll get what you’ve always got!