[JOUR 386] - Final Exam Guide - Everything you need to know! (23 pages long)

• School: UM
• Department: Meek School of Journalism & New Media
• Course: JOUR 386
• Professor: Frostenson

Document Summary

Always sell for the second order, not the first. Your best prospects are always your current customers. Easier to grow an existing account than to find a new one. In media, the advertiser is the customer buying the product. But the consumer and the viewer/listener/reader is the consumer. Ex: company is new and needs to establish a clientele. Other manufacturers paying for an ad to have their products featured. Added value: something given in addition to the paid advertising schedule. Bonus: extra ads given at no charge. Bonus is a type of added value but not the only type. Trade: advertising in exchange for goods or services and not cash. If the client thinks it worked, it worked. People don"t care how much you know until they know how much you care . It matters where an ad airs or appears.