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The Advertising Agency Business

1st Edition
0071612734 · 9780071612739
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 wor… Read More
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  • 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