You get everything you need to know in easy-to-understand lessons that take you step-by-step from everything you need to know about working in advertising sales...even if you
don’t have any previous sales experience!
This gives you a preview of what you will learn.
Click on the instruction links below for complete course content.
Instruction Pack 1
Instruction Pack 2
Instruction Pack 3
Instruction Pack 4
Instruction Pack 5
Advertising Account Executive Instruction Pack I Back to Top
Advertising Sales—An Overview
Welcome to the world of advertising sales! In your
first lesson, explore this exciting career, the work
environment, possible salary and benefits, and the job
opportunities that await you.
Introduction to Business
To succeed in advertising sales, you first need to study
business fundamentals. What traits do successful
businesses share? What are the different parts of a
business, and how do those parts work together?
The Marketing Process
The marketing process includes eight steps that begin
with the customer’s needs and end with the satisfaction
of those needs. In this lesson, you’ll discover how the
marketing process saves money and increases customer
satisfaction.
Consumer Behavior
What makes customers tick? Who holds the key to
purchasing decisions in a business-to-business sale?
Determine how the marketers view consumers, both as
individuals and as representatives of their business.
Product Strategies
How can the salesperson impact product changes
that benefit the customer? Explore important product
concepts, like value and benefits, and apply these
concepts to advertising products.
Business Writing
Professional written communication is key to the
advertising account executive. This lesson outlines
ways to increase the clarity, impact and overall
professionalism of your business communications..
Price Strategies
This lesson discusses the process and methods of
alternative pricing. Examine how pricing strategies
affect competition and what to do when the competition
adjusts pricing.
Also included in Pack I:
• Student Handbook
• School Catalog
• Course Outline
• “You Can Do It!” CD
• Quick Check Grammar and Punctuation Guide
Advertising Account Executive Instruction Pack II Back to Top
Placement Strategies
Discover how physical distribution creates value.
You’ll also become familiar with terms, such as retail,
wholesale, marketing channels and distribution, as they
relate to advertising sales.
Basic Math Skills
Math is another crucial element in marketing and sales.
But, don’t worry if you dreaded high-school algebra!
This lesson mixes math with marketing. You’ll calculate
CPMs (cost per thousand impressions) and rates, as well
as manage customer budgets.
Promotion Strategies
What’s the difference between advertising and
publicity? Compare and contrast the effectiveness of
both, and examine how to integrate the two.
Advertising Strategies
Examine how advertising works, as well as its functions
and benefits. Explore the various kinds of advertising,
and the conception and development of ad campaigns
for print, radio, Web and TV that you will encounter.
Computer Applications Part 1
This lesson introduces you to the Microsoft® Office
Suite—especially Word and PowerPoint. Additionally,
you’ll complete basic workplace projects.
Computer Applications Part 2
Microsoft® Word and PowerPoint aren’t the only useful
programs in the Microsoft® Office Suite. Dive into
spreadsheet management with Excel and, once again,
apply what you learn about this program with the help
of real-world exercises.
Personal Selling
Apply winning techniques to help you sell—from your
first job interview to a business-to-business sales pitch.
Discover the types of selling and salespeople, and
practice using these sales techniques to your advantage.
Also included in Pack II:
• Computer Buyers’ and Users’ Guide
• Ergonomics—Creating a Healthy Working
Environment Supplement
• Ergonomics—Creating a Healthy Working Environment Supplement
• Professional Development Supplement 1
Advertising Account Executive Instruction Pack III Back to Top
Influencing and Negotiating Skills
Learn how to create the right impression, exercise your
influence and see the client’s point of view. Discover
how to give and take as you negotiate, as well as how to
take charge of a negotiation.
Presentation Skills
As you know, advertising account executives must
have strong presentation skills! This lesson focuses on
the elements of presentation, including preparation,
structure, delivery, strategy, the use of visual aids, and
how to handle question and answer segments.
The Sales Pitch
Explore the importance of presentations, including body
language, personal style and dynamics. Apply what
you learn to the sales pitch. Discover how to plan and
improvise, as well as view your sales pitch through the
customer’s eyes.
Business-to-Business Selling
Focus on the business-to-business advertising sales
process. Explore business market segmentation, analyze
the competition and implement competitive strategies
in this lesson.
Introduction to E-commerce
The Internet has revolutionized sales and selling. What
opportunities are available for advertising sales? How
do these techniques work? Find out how to sell ad space
online or in emails.
Build Business Relationships
Explore communication dynamics, social etiquette and networking with clients and other business
professionals. Boost client confidence and discover
how to take advantage of your own personality while
networking.
Organizational Communication
Communication plays a role in any organization.
This lesson details that role through theories of
communication, technology, corporate culture,
teamwork and diversity.
Also included in Pack III:
• Professional Development Supplement 2
• Developing a Dynamic Phone Personality Supplement
• Business Card Case
• USCI Mousepad
Advertising Account Executive Instruction Pack IV Back to Top
Close the Sale
Explore the most important part of the sales pitch
in depth. Discover simple techniques that compel
the customer to place an order. Obtain a verbal
commitment from your customer and close the sale!
Service after the Sale
This lesson focuses on one of the most critical aspects
of sales—the ability to ensure superior customer
service after the sale. Topics include follow-through,
supplemental sales, listening skills and post-sale
planning.
Advertising Campaigns
Hone your skills as you help develop specific ad
campaigns for the Web, TV and radio, as well as help
mock-up print ad layouts for sample clients.
Sales, Ethics and the Law
This lesson discusses the legal and ethical aspects of
selling—from government regulations and oversight
to personal responsibility and moral principles.
Also included in Pack IV:
• Professional Development Supplement 3
• Cubicle-Caddy with Clock and Calendar
Advertising Account Executive Instruction Pack V Back to Top
Copyediting
The advertising account executive may be
responsible for editing and finalizing the ad before it
is placed. Apply copyediting techniques to real-world
advertising projects.
Managing a Sales Force
You’re a successful salesperson. What’s the next
step? Learn how to teach, motivate and manage a
sales force.
Practicum
Put it all together! Your final lesson presents real-world
advertising scenarios to test your skills.
You’ll use client specifications to work through the
advertising sales process and create and modify
different projects in different mediums.
Also included in Pack V:
• Career Starter Kit
• Flashdrive
• Leather Organizer |
