Advertising Agency Business The Complete Manual for Management and Operation

ISBN-10: 084423169X

ISBN-13: 9780844231693

Edition: 3rd 1997

Authors: Eugene J. Hameroff

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Eugene J. Hameroff updates the classic guide written by Herb Gardner, providing solid information on all aspects of developing and managing an agency.
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Book details

List price: $46.00
Edition: 3rd
Copyright year: 1997
Publisher: McGraw-Hill Education
Publication date: 3/4/1998
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 1.00" tall
Weight: 1.298

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