This book contains everything you need to know to effectively sell advertising services: how to analyze the needs of advertisers, develop tactics for specific sales, the basics of media planning, the main thing about advertising text and its design, modern approaches to advertising testing, etc. At any stage of sales, the guide will help: develop an offer that the client cannot refuse, conduct successful negotiations, find a way out of an unusual situation. The author, a recognized specialist in advertising sales, shares not only his own wealth of experience, but also his fellow practitioners. Along with standard templates and diagrams, the book discusses specific situations that arise in practice. The book is designed both for established advertising agents and managers, and for those who are just planning to get into advertising sales. It is of interest to students and teachers of disciplines related to advertising activities.