Making It in Advertising An Inside's Guide to Career Opportunities

Name: Making It in Advertising An Inside's Guide to Career Opportunities
Availability: OutOfStock
ISBN: 9780020345527

ISBN-10: 0020345526

ISBN-13: 9780020345527

Edition: N/A

Authors: Leonard Mogel

List price: $10.00

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Book details

List price: $10.00
Publisher: Macmillan Publishing Company, Incorporated
Binding: Hardcover
Pages: 193
Size: 6.25" wide x 9.25" long x 0.75" tall
Weight: 0.682
Language: English

Acknowledgments
Introduction to Advertising
A Short History of Advertising	p. 3
The Components of Advertising and Promotion	p. 8
The World of the Agency
An Overview of the Advertising Agency	p. 17
Structure and Function of an Agency	p. 21
Jobs in an Advertising Agency	p. 27
A Day in the Life of an Advertising Agency	p. 47
The Creation of a TV Commercial	p. 50
A Profile of the World's Largest Agency and a Small Agency	p. 58
Profiles of Three Specialist Agencies	p. 69
Who's Hot, Who's Big	p. 76
The Agency Scene Outside New York	p. 81
Advertising Outside the Agency World
An Overview of the Advertising Client	p. 97
Structure and Function of a Client Advertising Department	p. 100
Jobs at the Advertising Client Company	p. 105
A Case Study of a Product Launch	p. 110
The 100 Leading Advertisers	p. 113
A Profile of the Largest Advertiser in the United States	p. 118
Companies That Handle Their Advertising Internally	p. 121
Pursuing a Career in Advertising
Education, Preparation, and Resources	p. 127
Getting the Job	p. 139
Ad-Agency Training Programs	p. 148
From the Horse's Mouth: Interviews With Advertising Pros
Sage Advice from an Ad-Industry Veteran	p. 157
Women's Perspectives	p. 162
Advertising and TV	p. 167
Advice on Interviews and Resume's	p. 172
Glossary	p. 179
Recommended Reading	p. 183
Index	p. 185
Table of Contents provided by Blackwell. All Rights Reserved.