Download The Advertising Agency Business: The Complete Manual for Management & Operation, by Eugene Hameroff
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The Advertising Agency Business: The Complete Manual for Management & Operation, by Eugene Hameroff
Download The Advertising Agency Business: The Complete Manual for Management & Operation, by Eugene Hameroff
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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
- Sales Rank: #230548 in Books
- Published on: 1998-03-04
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x .94" w x 6.50" l, 1.27 pounds
- Binding: Hardcover
- 288 pages
From the Back Cover
When the first edition of The Advertising Agency Business was published nearly two decades ago, it was hailed as the most comprehensive and valuable guide to successful agency management. The second edition established the book as the standard work in this area. This all-new, updated, third edition continues that tradition. It gives an overview of agency financial operations, including
- Identifying key operating figures
- Determining income and profit
- Allocating gross income
- Developing reliable, timely financial reports
- How to start and build your agency
- How to evaluate an agency
- How to manage, develop, and evaluate personnel
- How to get new business
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
Most helpful customer reviews
4 of 6 people found the following review helpful.
Reality Check
By A Customer
I read this and thought: what a reality check! Tons of people filter through agencies on their way to some other gig. But some people are staying in the agency world for good, in some capacity or another. They should all read this book.
There's not always one right answer as to how to run your agency, but there are, thankfully, some standard business practices and parameters, which are plainly described in this book.
I think it makes for a more balanced and effective agency.
The price is right. There's a lot of truly useful information you can share. It helps to demystify and guide. Even if you're not in a position to control the business side of your company, having this book sitting on your desk is kind of empowering. I'm glad I bought it.
17 of 17 people found the following review helpful.
Not For Everyone
By A Customer
This book was not written recently and many parts of it reflect that fact. It's pretty dated. It speaks mostly of the big agency world. If your already in that world, you might find the attention to accounting details helpful, as the author is clearly experienced and pays attention to dollar details. If your planning to start a small agency, (bootstrapping) you could do better than this book. If you're ready to seek funding then hire a big staff and go after Johnson and Johnson, this might have some info you could use.
0 of 0 people found the following review helpful.
INFORMATIVE
By T. Green
This book gives a good sense on how to handle agency finances. Alot of the concepts are along the lines of an Olgilvy book but this author breaks the contents down. The book is easy to understand and does not contain alot of big words that need to be looked up in order to understand the information being conveyed. Overall good buy.
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