Dianne Schaus, '08
University of South Carolina Upstate alumnus Dianne Schaus, a communication majors who graduated in 2008, was recently hired as the national sales assistant at WHNS-TV/FOX Carolina after she completed an internship with the company.
Schaus secured her position after the completion of her internship in July 2008. The full-time position came open while she was an intern, and she felt more than prepared due to the extensive on-the-job-training she received during her internship.
“During my internship I learned about the basic foundation of local sales and national sales. I also spent some time in the newsroom, making phone calls and gathering information for new stories,” says Schaus.
As the national sales assistant, Schaus works alongside the national sales manager and the national rep firm. The account executives at the national rep firm work with media buyers who are hired by various advertisers. The media buyers are responsible for purchasing media on behalf of the advertiser’s needs for their latest products and or services in the Greenville-Sprtanburg-Asheville-Anderson market. The buyers purchase spots, or commercials, during the station’s programs and time periods (based on the target audience needed) for the rates (cost per spot) set by the national sales manager.
Once a media buyer purchases spots on the station, Schaus assists the national sales manager. She says that he reviews the order to make sure that the programs and time periods that were ordered are still available and that the rates are sufficient.
Schaus recommends students take principles of marketing to prepare them for a career in media advertising. She says the market research class with Dr. Paige “was by far the most beneficial course I took at USC Upstate. If anyone wants to work in the field of media advertising, SBAD 457 is absolutely necessary – it is crucial to learn the foundation of marketing and advertising.”
Television has not been shielded from the economic downturn. Schaus says, “The economy has certainly had a direct effect on media advertising. It seems that the first thing that is cut on the expense list is the budget for money to be spent on advertising, when in fact, during times such as these, advertising is absolutely critical.”
She recollects the lesson that can be learned from the Great Depression. “Look at Kellogg’s and Post for example,” she says. “In 1929, Kellogg's and Post were in a close race to win the breakfast cereal market. Kellogg’s maintained their advertising spending while their rival Post chose to cut back. At the end of the Depression, Kellogg's had achieved a category dominance that they continue to maintain to this day.”
As for her future plans Schaus says she is being "groomed" for a number of different positions.
“The experience I am receiving now could open all kinds of doors for me in the future,” she says. She says she might become a local account executive or pursue the field of media buying for an ad agency or a national rep firm.
“I really think I'd enjoy doing media purchasing for an agency. I think it would be fun to study markets and purchase media based on audience research so that the advertiser could reach exactly who they needed to,” Schaus says.