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Advertising Agency Business 3/E (Hardcover) : Marketing/Sales/Advertising & Promotion - Eugene Hameroff

Advertising Agency Business 3/E (Hardcover)

Marketing/Sales/Advertising & Promotion

Hardcover Published: 4th March 1998
ISBN: 9780844231693
Number Of Pages: 288

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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
Advertising Agency Fundamentalsp. 1
The Philosophy of Successp. 3
A Look at Financial Realityp. 13
How to Start Your Own Agencyp. 25
You Can Help Build Consumer Believabilityp. 33
Agency Financial Operationsp. 39
Road Map for Your Operating Figuresp. 41
Billing, Income, and Profitp. 47
How Should You Charge for Your Services?p. 57
How to Allocate Your Gross Incomep. 71
Billing for Your Servicesp. 83
Insist on Getting Financial Reports Regularlyp. 89
Agency Finances and Ownershipp. 99
How Do You Evaluate an Agency's Worth?p. 101
Who Should Own Agency Stock?p. 109
How Can You Transfer Ownership?p. 121
Agency Organization and Operationsp. 129
The Care and Feeding of Employeesp. 131
How to Be a Good Account Executivep. 145
It Ain't Creative Unless It Sellsp. 159
The Follow-Through - Getting the Job Through Production and Trafficp. 171
Public Relations - One More Element in the Successful Marketing Planp. 187
Some Tips on Organizing Your Agencyp. 191
Check Out the Value of Agency Networksp. 195
New Business - The Lifeblood of an Agencyp. 201
Locating Your Prospectsp. 203
Getting Down to New Businessp. 209
The Formal Presentationp. 223
Look Before You Leapp. 241
What Do Advertisers Look for in an Agency?p. 247
Some General Observationsp. 251
What It Takes to Succeedp. 253
Advertising Agencies and the Internetp. 259
How Agencies Tighten Their Beltsp. 263
Indexp. 269
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780844231693
ISBN-10: 084423169X
Series: Marketing/Sales/Advertising & Promotion
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 288
Published: 4th March 1998
Publisher: NTC Publishing Group,U.S.
Country of Publication: US
Dimensions (cm): 23.6 x 15.8  x 2.0
Weight (kg): 0.58
Edition Number: 1
Edition Type: Revised

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