A Five Step Process to Add Value and Never Compete on Price Again. For those who are in the selling profession, one of the first things learned is the art of overcoming sales objections. It is one of the toughest parts of the selling process to master, particularly during an economic slowdown.

What makes an excellent media buyer? It may seem like a simple question, but it certainly takes more than just being able to buy TV or radio advertising space. A media buyer’s job may sound prosaic if you just run through the description…

Television advertising is the most efficient way for any business to promote their products and services, but the power of TV advertising comes at a steep price – if you get your TV airtime through spot buying, that is. Small and medium businesses often find TV advertising an intimidating proposition, and for good reason. Buying TV airtime at the optimum price requires a good deal of knowledge and experience; for newcomers, TV advertising can easily seem like a hopelessly complicated and costly enterprise.

Even though remnant radio advertising can help advertisers get the most for their money, bargain prices don’t always translate into advertising success. You may pat yourself on the back for getting radio airtime at a fraction of the usual price, but what good does that do you if no one’s listening when your ad goes on the air? Advertising is a competitive field, and radio networks are under no obligation to play fair.

Even as Internet advertising continues to chip away at television’s dominant position in the advertising market, the price of TV advertising continues to go up. It’s hard to think of something as intangible as airtime being bound by the laws of supply and demand, but as long as advertisers with deep pockets need to spread their message to a wide audience, the cost of TV airtime will only keep rising. A good question to ask is “how much does airtime normally cost?