The Advertising Agency Business: The Complete Manual for Management & Operation

About this book

When the first edition of Herbert Gardners 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.