This book offers advertising professionals and entrepreneurial dreamers advice on how to set up an advertising agency, run it, and grow it into a highly professional business. Written from the owner's perspective, this book defines responsibilities for every important agency function and job, from financial to creative to production. It gives guidance for prospecting and keeping clients, complying with advertising and business regulations, developing a business plan, leasing office space, choosing the right media, and creating effective advertising. It includes checklists, glossaries of terms, sample contracts, financial statements and legal forms, and lists of reference materials to guide readers to agency success.
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10 of 10 people found the following review helpful
Format:Hardcover
A lot has changed in the business since this book was written. And unfortunately, what still applies is too vague to be of much use. You can't begin to cover the scope attempted here in enough detail to call this a "how to" guide.
8 of 8 people found the following review helpful
Format:Hardcover
This is an excellent book for anyone considering or just starting their own business. Though the content focus is on an advertising agency (as the title dictates) most of the information is easily transferable to most types of small business. The author presents the material in an easy-to-follow format and the book is full of things that will prevent the many "gotchas" of setting up a business. I read the book the first year of opening my first business. I wish I would have read it *before* I opened my doors but that didn't stop it from being one of the most useful books I have ever read.
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