Victor EzejaFour notable Professors in Advertising, Social Media and general Marketing Communication in the United States, are set to lead in a webinar on Advertising Sales scheduled to hold today virtually, at 4pm for Prime Business Africa.
The two-hour training organised by the parent company, Newstide Publications Limited, will have in attendance the staff of Prime Business Africa.
The training is focused on helping media workers in this 21st century digital communication era acquire more skills in areas of advertising sales and smart strategies in other marketing communication activities that are indispensable for successful management of especially online newspapers operating in the extremely competitive media space.
The four professors to lead in the training include: Dr. Charles Okigbo (Professor emeritus), Dr. Kay Beckermann (Professor of Advertising and Social Media, Minnesota State University); Dr. Elizabeth Crawford Jackson (Professor of Advertising, North Dakota State University); and Dr Wang Wan.
The training will specifically, cover the following topic areas: General Principles of Media Advertising Sales; The 10 Laws of Media Sales; The Digital Media Revolution; Strategies for Social Media Sales; Tools For Research; Persuasion and Personal Selling.
Other thematic areas to look at during the two-hour webinar include: Marketing concept, advertising, Public Relations, the mass media, Online Media, Personal Selling and Sales Concept, The Strategic Challenge, Trend Analysis, and Prospect Research.
Dr. Okigbo will lead on Principles of Media Sales; Dr. Beckermann will take on Social Media and Advertising, while Dr Elizabeth Crawford Jackson will lead on Advertising Planning.
Dr. Wan on his part, will dwell on applying Strategic Communication to Advertising Media Sales with emphasis on Persuasion and Personal Selling.
Giving a foretaste of the training, Okigbo said that advertising media sales has become imperative in managing successful online newspapers due to the highly competitive nature of the contemporary media landscape, hence the need for staff to be conversant with various skills needed to operate seamlessly on the beat.
“Since many online media establishments have no subscription base or paywall, they must depend almost entirely on advertising revenue, hence the need for all their staff to be adept at marketing and media sales.
“The staff of online newspapers must be ‘Jack of all trades and masters of all’ because we expect them to be well-schooled in graphic design, copywriting, media convergence, multimedia production, consumer behavior, sales and marketing, communication research, and media effects theories, among other topics,” Okigbo stated.
Speaking on the training, the Chief Executive Officer/Editor-in-chief of Newstide Publications Limited, Dr Marcel Mbamalu, said it is part of capacity building efforts of the company for staff to ensure seamless and smooth operations in the 21st century media industry. ”The skill set and synergy required to produce revenue-boosting efficiency lies in training,” Dr Mbamalu said.
Ms Loveth Ugwu, the Executive Assistant at Newstide said: ”Journalists and the entire staff of Prime Business Africa believe in skill-set acquisition and capacity development as bedrock of productivity; so, training and retraining is a mantra at PBA.”
According to Ugwu, ”Newstide Publications Limited, as a parent company to PBA, is also a training agent and it’s committed 100 percent to in-house capacity building so that it can continue to render top-of-the class training services to its ever-growing clientele.”
”Newstide Publications Limited, publishers of Prime Business Africa,” Ugwu noted, ”is a multimedia platform that also offers services like Event Planning and Management/Consulting, Public Relations, Digital Marketing, Podcast and Documentary/Voice-over Services, Special Reports, Newsletters and Brochure production.”
Other services are Internet advertising, branding, photography and cinematography, web design, and video animation.
Victor Ezeja is a passionate journalist with six years of experience writing on economy, politics and energy. He holds a Masters degree in Mass Communication.
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