Now, more than ever, advertisers need your help in making good decisions for their business and your staff needs proven effective tools for thriving in the increasingly competitive market.
- Does your sales force sell schedules vs. individual ads?
- Are your sales personnel sufficiently armed to sell against media competitors?
- Can your team overcome objections from customers?
- Is your marketing department providing great sales tools?
- Are your sales people viewed as consultants/partners by your customers?
Having now sold a million copies, the NAA Advertising Planbook is a time-proven tool.
New or updated in the 2012 Planbook:
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The newest data from How America Shops and Spends 2011
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A new section on social media in the competitive media area
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An expanded and updated glossary of newspaper print and digital terms
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A new section on frequently asked advertiser questions
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A special section on recruiting and recruitment advertising from Shaker Advertising
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Updates on advertising to sales ratios for a variety of stores from Schonfeld
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Updates from the Urban Land Institute on sales per square foot and average store sizes.
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Updates on retail sales
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Updated media planning charts
Popular holdovers, updated for the 2011 edition of the NAA Advertising Planbook:
Additional resources
Archived Webinar: Growing Revenue with the 2012 NAA Advertising Planbook
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October 01, 2012
No matter how consumers receive their newspapers – in print or online, on smartphones or tablets – readers rely on newspaper media for their local news, advertising and other information. In today's opt-out world, consumers opt in to newspapers. This new infographic from NAA provides a quick look at how readers connect with newspaper media.
October 01, 2012
Quick give me ten. If you go to see a customer and the advertiser asks why he should advertise with you, what would you say? Could you give several reasons? Ten? Here are several questions you frequently hear, each with ten good reasons why.
October 01, 2012
Below are the latest advertisements from the Newspaper Association of America. The ads focus on the power of newspaper media and the value newspapers offer to advertisers.
August 03, 2012
The best way to get your fair share of an advertising budget is to understand what the budget ought to be and how it should be used. With “Advertising Planning and Budgeting 101,” a new free resource from NAA, you can be a hero to your customers and get your fair share.
February 15, 2012
During a very competitive campaign season, newspaper media remain an important information source for registered voters. In January 2012 NAA commissioned the respected campaign research organization, Moore Information, to conduct the American Voters Media Use Survey. NAA has prepared a news sales PowerPoint, a newspaper house ad and a sales collateral tens list for newspaper use.
November 21, 2011
To win on the incredibly competitive local advertising battlefield today a newspaper media organization must deploy the very best platoon of sales professionals. Well-armed and well-trained sales professionals are mandatory on the front lines of media sales. So, how well trained is your sales organization? How well do you prepare them for this war? Now in its third edition, "The Great AdVenture" has been rewritten to be the very best newspaper advertising sales primer in the industry.
October 13, 2011
What is the current state of the Real Estate industry and how do consumers use information sources to assist the process? What is the role of newspaper media in home buying?
October 13, 2011
The NAA Advertising Planbook is one our all-time NAA best sellers, having sold more than one million copies. How do we teach our advertising account representatives to use the Planbook to assist in growing revenue?
July 27, 2011
Now, more than ever, advertisers need your help in making good decisions for their business and your staff needs proven effective tools for thriving in the increasingly competitive market. Having now sold a million copies, the NAA Advertising Planbook is a time-proven tool.
April 18, 2011
The great thing about hearing a customer, or a potential customer raise an objection is that the customer is giving you a signal that he/she wants to be assured or reassured that advertising with you is a good idea. Typically, customers don’t come out and object. Rather, customers, when probed with solid, open ended questions, provide you with an opportunity to do what you do best: sell.
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