Hardcover

ISBN 10: 0070352194 ISBN 13: 9780070352193

Publisher: Mcgraw-Hill, 1992

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.