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Each of the seven elements of the AESKOPP approach is made up of a group of core competencies – building blocks – that, linked together, lead to successful performance on that element. The core competencies are subject to change, depending on the media selling job involved. Some sales positions, such as in a large‐circulation, up‐scale national magazine – Vanity Fair, for example – require a high level of knowledge, especially about national advertising, the product, and magazine research, plus very strong relationships with major advertising agencies and advertisers. Other sales positions, such as in a local television station, might require an understanding of retail businesses – an automotive dealership, for example – and skills in negotiating with advertising agencies and customers.

Exhibit 4.1 shows the AESKOPP elements and the core competencies which form each element’s building blocks.