The Advertising Agency Business / Edition 1

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When the first edition of Herbert Gardner's The Advertising Agency Business was published, it was heralded as the most comprehensive management guide to this dynamic, fast-changing business. The second edition established the book as the standard work on the subject. This newly revised edition by Eugene Hameroff continues that tradition. In twenty-eight short, easy-to-read chapters, you will find out how to:
  • Start an agency
  • Manage your agency profitably with key financial insights, including expert guidance on determining income and profit; allocating gross income, developing solid billing procedures; identifying key operating figures; developing timely, reliable financial reports for your agency and for your clients
  • Evaluate an agency
  • Structure ownership
  • Manage, develop, and evaluate personnel
  • Develop mutually beneficial relationships with clients and suppliers
  • Generate new business through aggressive lead generation knowledgeable assessment of client personnel blockbuster presentations
Drawing on more than a half century of experience in agency administration, finance, and general management, this all-new edition is the indispensable guide for every advertising professional and for anyone who wants to know more about successful advertising business practice.
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Product Details

  • ISBN-13: 9780844231693
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 2/11/1998
  • Edition description: Subsequent
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,084,904
  • Product dimensions: 6.50 (w) x 9.40 (h) x 0.88 (d)

Meet the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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Table of Contents

Introduction: Welcome to the Brave New World of the Advertising Agency Business
Pt. I Advertising Agency Fundamentals 1
1 The Philosophy of Success 3
2 A Look at Financial Reality 13
3 How to Start Your Own Agency 25
4 You Can Help Build Consumer Believability 33
Pt. II Agency Financial Operations 39
5 Road Map for Your Operating Figures 41
6 Billing, Income, and Profit 47
7 How Should You Charge for Your Services? 57
8 How to Allocate Your Gross Income 71
9 Billing for Your Services 83
10 Insist on Getting Financial Reports Regularly 89
Pt. III Agency Finances and Ownership 99
11 How Do You Evaluate an Agency's Worth? 101
12 Who Should Own Agency Stock? 109
13 How Can You Transfer Ownership? 121
Pt. IV Agency Organization and Operations 129
14 The Care and Feeding of Employees 131
15 How to Be a Good Account Executive 145
16 It Ain't Creative Unless It Sells 159
17 The Follow-Through - Getting the Job Through Production and Traffic 171
18 Public Relations - One More Element in the Successful Marketing Plan 187
19 Some Tips on Organizing Your Agency 191
20 Check Out the Value of Agency Networks 195
Pt. V New Business - The Lifeblood of an Agency 201
21 Locating Your Prospects 203
22 Getting Down to New Business 209
23 The Formal Presentation 223
24 Look Before You Leap 241
25 What Do Advertisers Look for in an Agency? 247
Pt. VI Some General Observations 251
26 What It Takes to Succeed 253
27 Advertising Agencies and the Internet 259
28 How Agencies Tighten Their Belts 263
Index 269
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