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Acknowledgments | |
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Introduction: Welcome to the Brave New World of the Advertising Agency Business | |
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Advertising Agency Fundamentals | |
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The Philosophy of Success | |
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A Look at Financial Reality | |
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How to Start Your Own Agency | |
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You Can Help Build Consumer Believability | |
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Agency Financial Operations | |
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Road Map for Your Operating Figures | |
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Billing, Income, and Profit | |
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How Should You Charge for Your Services? | |
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How to Allocate Your Gross Income | |
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Billing for Your Services | |
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Insist on Getting Financial Reports Regularly | |
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Agency Finances and Ownership | |
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How Do You Evaluate an Agency's Worth? | |
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Who Should Own Agency Stock? | |
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How Can You Transfer Ownership? | |
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Agency Organization and Operations | |
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The Care and Feeding of Employees | |
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How to Be a Good Account Executive | |
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It Ain't Creative Unless It Sells | |
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The Follow-Through - Getting the Job Through Production and Traffic | |
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Public Relations - One More Element in the Successful Marketing Plan | |
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Some Tips on Organizing Your Agency | |
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Check Out the Value of Agency Networks | |
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New Business - The Lifeblood of an Agency | |
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Locating Your Prospects | |
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Getting Down to New Business | |
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The Formal Presentation | |
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Look Before You Leap | |
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What Do Advertisers Look for in an Agency? | |
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Some General Observations | |
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What It Takes to Succeed | |
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Advertising Agencies and the Internet | |
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How Agencies Tighten Their Belts | |
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Index | |