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ISBN10: 084423169X | ISBN13: 9780844231693
ISBN10: 084423169X
ISBN13: 9780844231693
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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.
Introduction: Welcome to the Brave New World of the Advertising Agency Business
Part I Advertising Agency Fundamentals
1 The Philosophy of Success
2 A Look at Financial Reality
3 How to Start Your Own Agency
4 You Can Help Build Consumer Believability
Part II Agency Financial Operations
5 Road Map for Your Operating Figures
6 Billing, Income, and Profit
7 How Should You Charge for Your Services?
8 How to Allocate Your Gross Income
9 Billing for Your Services
10 Insist on Getting Financial Reports Regularly
Part III Agency Finances and Ownership
11 How Do You Evaluate an Agency’s Worth?
12 Who Should Own Agency Stock?
13 How Can You Transfer Ownership?
Part IV Agency Organization and Operations
14 The Care and Feeding of Employees
15 How to Be a Good Account Executive
16 It Ain’t Creative Unless It Sells
17 The Follow-Through—Getting the Job Through Production and Traffic
18 Public Relations—One More Element in the Successful Marketing Plan
19 Some Tips on Organizing Your Agency
20 Check Out the Value of Agency Networks
Part V New Business—The Lifeblood of an Agency
21 Locating Your Prospects
22 Getting Down to New Business
23 The Formal Presentation
24 Look Before You Leap
25 What Do Advertisers Look for in an Agency?
Part VI Some General Observations
26 What It Takes to Succeed
27 Advertising Agencies and the Internet
28 How Agencies Tighten Their Belts
Index
About the Author
Part I Advertising Agency Fundamentals
1 The Philosophy of Success
2 A Look at Financial Reality
3 How to Start Your Own Agency
4 You Can Help Build Consumer Believability
Part II Agency Financial Operations
5 Road Map for Your Operating Figures
6 Billing, Income, and Profit
7 How Should You Charge for Your Services?
8 How to Allocate Your Gross Income
9 Billing for Your Services
10 Insist on Getting Financial Reports Regularly
Part III Agency Finances and Ownership
11 How Do You Evaluate an Agency’s Worth?
12 Who Should Own Agency Stock?
13 How Can You Transfer Ownership?
Part IV Agency Organization and Operations
14 The Care and Feeding of Employees
15 How to Be a Good Account Executive
16 It Ain’t Creative Unless It Sells
17 The Follow-Through—Getting the Job Through Production and Traffic
18 Public Relations—One More Element in the Successful Marketing Plan
19 Some Tips on Organizing Your Agency
20 Check Out the Value of Agency Networks
Part V New Business—The Lifeblood of an Agency
21 Locating Your Prospects
22 Getting Down to New Business
23 The Formal Presentation
24 Look Before You Leap
25 What Do Advertisers Look for in an Agency?
Part VI Some General Observations
26 What It Takes to Succeed
27 Advertising Agencies and the Internet
28 How Agencies Tighten Their Belts
Index
About the Author
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