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

by Eugene Hameroff (Author) "As I travel throughout the country consulting with small agencies, the owners always ask: ""Why can't I find someone like me, who will work just..." (more)
Key Phrases: direct client expenses, executive overhead, capitalized billing, New York, Indirect Payroll, Professional Fees (more...)

Editorial Reviews

Product Description
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

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.

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.

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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: 8.9 x 6.2 x 1 inches
• Shipping Weight: 1.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars See all reviews (9 customer reviews)
• Amazon.com Sales Rank: #211,729 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

26 of 27 people found the following review helpful:

5.0 out of 5 stars Great book, easy to read and full of concrete info, October 12, 1998

By A Customer

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.

10 of 10 people found the following review helpful:

3.0 out of 5 stars Not For Everyone, November 19, 2003

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.

10 of 10 people found the following review helpful:

5.0 out of 5 stars The Advertising Agency Business:, July 30, 2001

By	Sarah Holley (Northern CA, USA) - See all my reviews

"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!