Feedback May 2002 (Vol 43 No 2)

EDITPlum, S.L. (2000). Underwriting 101: Selling college radio. Mahwah, NJ:Erlbaum. Underwriting 101 provides students with a very basic approach to learningsales. As the author said, this is an “introductory book for inexperienced sales people.”In a too detailed explanation of how students can expect the semester to progress, Plumappeals to students’ lack of interest in theory and research among students by guaranteeing“no long hours in the library, no research papers, no busy work.” According toPlum, students’ ideal classes have “guest speakers, student participation, and groupwork.” Beyond the troublesome first chapter, Plum presents the important conceptsclearly and concisely. Plum explains the concept of selling for noncommercial educationalradio stations. In 15 concise chapters Plum takes the student from understandinghow underwriting differs from and is similar to advertising to making first sales calls toclosing a sale. Additionally, Plum provides important information to first time salespeople about ratings, ethical issues, and getting the first job. One appealing aspect ofthe text is Plum’s use of actual stories and quotes from students who have completedthe course in previous semesters. These excerpts are well placed to reinforce the materialin each chapter. One particularly strong chapter helps students to deal with objectionsthat may be raised by prospects. One of the most difficult tasks a sales person faces isgetting the prospect to say yes. Plum presents some of the most frequent objections andexplains how the student sales person can respond effectively. Plum’s role-playingscenarios in this chapter should help to prepare students to handle any objection thatmight arise.Although the text is specific to selling underwriting for noncommercial educationalradio stations for college campuses, Plum does make strong comparisions betweencommercial radio advertising and noncommercial underwriting. Students who readcarefully and follow the suggestions and asssignments should be very well prepared fortheir first sales job. One difficulty would be the guarantees Plum makes in terms ofhow the course will be managed.Submitted by: Margaret Finucane, John Carroll University, mfinucane@jcu.edu.BEA—Educating tomorrow’s electronic media professionals 61