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


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The Advertising Agency Business: The Complete Manual for Management & Operation + The Marketing Agency Blueprint: The Handbook for Building Hybrid PR, SEO, Content, Advertising, and Web Firms + The Art of Client Service: 58 Things Every Advertising & Marketing Professional Should Know, Revised and Updated Edition
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Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill; 3 edition (February 11, 1998)
  • Language: English
  • ISBN-10: 084423169X
  • ISBN-13: 978-0844231693
  • Product Dimensions: 9.3 x 6.3 x 0.9 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 3.5 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #314,372 in Books (See Top 100 in Books)

Editorial Reviews

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
This edition also presents complete information on the following business aspects of agency operation:
  • How to start and build your agency
  • How to evaluate an agency
  • How to manage, develop, and evaluate personnel
  • How to get new business
More agencies fail due to poor management than any other reason. organized for convenient reference, this authoritative guidebook offers highly readable explanations of the systems and strategies you need to grow and prosper in the agency 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

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Customer Reviews

3.5 out of 5 stars
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Most Helpful Customer Reviews

27 of 28 people found the following review helpful By A Customer on October 12, 1998
Format: Hardcover
I've been in the advertising field for nearly 20 years, and it was a pleasure to find this solid, useful book. It's clearly written, straightforward, and approaches the subject in a direct way. Anyone considering their own agency should read this book cover-to-cover, and then do the math, well before they go out on their own.
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16 of 16 people found the following review helpful By A Customer on November 19, 2003
Format: Hardcover
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.
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11 of 11 people found the following review helpful By Sarah Holley on July 29, 2001
Format: Hardcover
"The Advertising Agency Business" was an extremly insightful and logical read. The author focus on the basics of the industry but elaborates very well with examples. This book is a must read if you own, managage or operate an ad agency. I wish I had read this book before I started my agency!
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4 of 4 people found the following review helpful By Jean-Marc Demers on August 11, 2002
Format: Hardcover
If you're looking for ways to make a profit out of an existing operation, this book might interest you. But don't look for pointers on creative and production management, or on client-agency relationships, for example. It's a slick business book, with number crunching and capitalist views. Helpful, yes, in a limited way.
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5 of 7 people found the following review helpful By Hillary Bressler on May 18, 2000
Format: Hardcover
I am in my 3rd of starting an interactive advertising agency, and this book was just what I needed. Some of the things I learned will help me grow my agency in big way.
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4 of 6 people found the following review helpful By A Customer on January 17, 2004
Format: Hardcover
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.
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By Sonja M Anderson on February 5, 2014
Format: Kindle Edition Verified Purchase
I have owned an advertising agency for a few years, a small shop. This gives good insight (and shows clear understanding on the author's part) on the costs, income and allocations. There were some real takeaways.
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Format: Hardcover Verified Purchase
Picking up this book is a chore, but then again it was written in 1995. This was before bullet lists and visual examples, right?
If you could bear through the language, the antiquated theories, the lack of any reason for someone would want to put themselves through reading another page, there are chunks of information that will be valuable to the reader, especially in client/ agency relationships, billing, and financing.
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