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    The Advertising Agency Business
    The Advertising Agency Business
    The Advertising Agency Business
    Ebook249 pages4 hours

    The Advertising Agency Business

    By Eugene J. Hameroff

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    About this ebook

    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.
    LanguageEnglish
    PublisherMcGraw-Hill Education
    Release dateMar 4, 1998
    ISBN9780071612739
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