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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 | |