The Advertising Agency Business

By Eugene J. Hameroff

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.

• Format: Hardcover
• Language: English
• ISBN: 084423169X
• ISBN13: 9780844231693
• Release Date: March 1998
• Publisher: McGraw-Hill Companies
• Length: 288 Pages
• Weight: 1.36 lbs.
• Dimensions: 0.9" x 6.3" x 9.3"

Customer Reviews

Reality Check

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.

The Advertising Agency Business:

"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!

The Advertising Agency Business

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.

The Advertising Agency Business

I am in my 3rd of starting an advertising agency, and this book was just what I needed. Some of the things I learned will help be grow my agency business in the future.

Great book, easy to read and full of concrete info

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.