This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.
Table of Contents
1. In General and A Bit Historical 2. Office Layout and Office Overhead 3. Ideal Organization Chart 4. Legal Sign Posts in Agency Procedure 5. On What Basis Should New Clients be Sought? 6. The Service Department 7. Collecting Distribution and Marketing Data 8. The Operation of a Production Division 9.The Duties of an Account Representative 10. How An Art Director Works 11. The Space Buying Department 12. Handling Advertising in Foreign Countries 13. The Financial Department 14. Some Thoughts on the Future. Appendices.