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The Advertising Agency Business
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Table of Contents

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

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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