Читать книгу Media Selling - Warner Charles Dudley - Страница 124

Honest is technically not an attitude, it is an attribute – it means behaving with integrity and in an ethical, straightforward, morally upright, and truthful way. You trust honest people and feel that their word is their bond. Because so much media business is conducted by verbal agreements and not by signed contracts or insertion orders (IOs) (contracts sometimes do not get signed for weeks or months after an advertising campaign has started), being honest in media selling is of primary importance, which is why it is listed first.