WB account exec stresses persistence, innovation

by Renee Tomcanin staff writer

The key to success is communication, at least according to Paul Mueller, an account executive for Philadelphia's WB 17. He also stressed the importance of experience and rejection to English/communication majors.

"Don't be afraid to take chances," Mueller said.

Muellet described his journey from college student to account executive with humor and nostalgia. He told how he had always dreamed of being a TV sportscaster, but after one media sales class, he decided advertising might be the right course for him.

Mueller also noted that experience is the key to finding a good job. He stressed that internships can help a lot. Initiative and pursuing a career with potential are also good ways to succeed, according to Mueller.

"I thought he gave us good information about how he got his job," Justine DiFillippo, a firstyear communications major, said. "I learned that making connections now will help me in the future."

Advertising is a "non-tangible product," which makes selling it a good way to "allow creative juices to flow," according to Mueller.

A good sales representative must stick with his or her client through the entire advertising process. First, an account executive must be persistent and call many businesses and ad agencies until he or she can interest someone in buying airtime on his or her station. "If you succeed 30 percent of the time, that's good," Mueller said.

Next, a proposal is drawn up and used to convince the client to buy airtime on the station. A lot of negotiating is done to secure the deal.

Once a sale is made, the job of an account executive is not finished. The commercial must be produced. He or she must also follow up on the clients. This duty includes making sure the ad runs as scheduled, making sure any promises made about higher sales are met, and collecting money from the business. Mueller described it as an ongoing process.

Mueller mentioned that there are many benefits to his job, such as traveling and debating television, his favorite subject. He also stressed that one should pursue a career in something that interests and excites him or her. If a job has potential, he said, the possibilities are endless.