Advertising agency management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Homewood, Ill.
Dow Jones-Irwin
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 172 S. graph. Darst. |
| ISBN: | 1556232306 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV004283839 | ||
| 003 | DE-604 | ||
| 005 | 20090901 | ||
| 007 | t | ||
| 008 | 910313s1990 xxud||| |||| 00||| eng d | ||
| 020 | |a 1556232306 |9 1-556-23230-6 | ||
| 035 | |a (OCoLC)20014159 | ||
| 035 | |a (DE-599)BVBBV004283839 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c XD-US | ||
| 049 | |a DE-384 |a DE-188 | ||
| 050 | 0 | |a HF6178.M37 1990 | |
| 082 | 0 | |a 659.1/125/068 |2 20 | |
| 082 | 0 | |a 659.1/125/068 20 | |
| 084 | |a QP 630 |0 (DE-625)141916: |2 rvk | ||
| 100 | 1 | |a McNamara, Jay |e Verfasser |0 (DE-588)130062375 |4 aut | |
| 245 | 1 | 0 | |a Advertising agency management |c Jay McNamara |
| 264 | 1 | |a Homewood, Ill. |b Dow Jones-Irwin |c 1990 | |
| 300 | |a XVI, 172 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Agences de publicité - Gestion | |
| 650 | 4 | |a Advertising agencies -- Management | |
| 650 | 0 | 7 | |a Management |0 (DE-588)4037278-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Werbeagentur |0 (DE-588)4065521-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Werbeagentur |0 (DE-588)4065521-0 |D s |
| 689 | 0 | 1 | |a Management |0 (DE-588)4037278-9 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002664149&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-002664149 | ||
Datensatz im Suchindex
| _version_ | 1804118476719128576 |
|---|---|
| adam_text | CONTENTS
INTRODUCTION xv
CHAPTER 1 AGENCY POSITIONING 1
Elements of Positioning 2
Current Perceptions of the Agency 6
Fbllow Up to Questionnaire 11
Other Sources for Agency Assessment 12
Mission Statement 12
CHAPTER 2 BUSINESS PLANNING 14
Purpose of the Business Plan 14
Responsibility 15
The Moderator 15
Preparing for the Meeting 16
Elements of the Business Plan 16
Statement of Today 17
Statement of Tomorrow 17
Business Plan Objectives and Strategies 19
Results of the Business Planning Meeting 24
Fbllow Up 24
CHAPTER 3 AGENCY ORGANIZATION 26
The Pyramid 26
Organizing at the Top 27
Line versus Staff 28
Overall Management Organizational Attitude 29
Task Forces 29
Titles 30
Agency Matrix 31
The Executive Floor 32
Levels 32
Worldwide Coordination 35
%
xii Contents
CHAPTER 4 PEOPLE 40
Hiring 40
Training 43
Evaluating 44
Rewarding 47
Firing 48
Qualities of the Ultimate Creative Director 49
How to Succeed in a Big Agency 51
CHAPTER 5 AGENCY PRODUCT 54
Systems within the Agency 55
Creative Strategy 57
Advertising Measurements 58
Criteria of Good Advertising 68
Aspects of the Creative Process 69
What s the Big Idea? 73
CHAPTER 6 CLIENT RELATIONSHIPS 77
Client Relationship Pitfalls 77
Management Contact 83
Agency Evaluations 84
Current Client Progress Report 85
Managing the Client 88
Getting along with Difficult Clients 91
Case History 94
CHAPTER 7 AGENCY GROWTH 99
Perspective on Growth 99
Growth from Existing Clients 100
Mergers and Acquisitions 102
CHAPTER 8 NEW BUSINESS 105
Perspective on New Business 105
Organization of the New Business Department 106
The Task Force Approach 109
How Much to Budget 110
Administrative Requirements 111
Selecting Prospects 112
The Six Step Process of Prospect Selection 113
Contents xiii
Prospect Solicitation 118
New Business Presentations 121
CHAPTER 9 FINANCIAL MANAGEMENT 130
Organization and Perspective 130
Managing Profitability 131
Individual Accountability 137
Client Compensation 139
Profit and Loss Statement 141
Expenses Controlled by Wage Freezes 142
Employee Turnover 143
Agency Profit Levels and Trends 144
CHAPTER 10 MANAGEMENT ISSUES 147
Management Attitude and Behavior 147
Qualities of Agency Management 148
Agency Management Meetings 152
Communication 154
Communication and Merchandising of Creative Work 157
Creative Awards 158
Politics 159
CHAPTER 11 THE FUTURE 162
The Future of Agency Integrated Services 164
INDEX 167
¦ .4
|
| any_adam_object | 1 |
| author | McNamara, Jay |
| author_GND | (DE-588)130062375 |
| author_facet | McNamara, Jay |
| author_role | aut |
| author_sort | McNamara, Jay |
| author_variant | j m jm |
| building | Verbundindex |
| bvnumber | BV004283839 |
| callnumber-first | H - Social Science |
| callnumber-label | HF6178 |
| callnumber-raw | HF6178.M37 1990 |
| callnumber-search | HF6178.M37 1990 |
| callnumber-sort | HF 46178 M37 41990 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)20014159 (DE-599)BVBBV004283839 |
| dewey-full | 659.1/125/068 659.1/125/06820 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/125/068 659.1/125/068 20 |
| dewey-search | 659.1/125/068 659.1/125/068 20 |
| dewey-sort | 3659.1 3125 268 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01493nam a2200409 c 4500</leader><controlfield tag="001">BV004283839</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20090901 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">910313s1990 xxud||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1556232306</subfield><subfield code="9">1-556-23230-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)20014159</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV004283839</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">XD-US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-384</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF6178.M37 1990</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1/125/068</subfield><subfield code="2">20</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.1/125/068 20</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 630</subfield><subfield code="0">(DE-625)141916:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">McNamara, Jay</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)130062375</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Advertising agency management</subfield><subfield code="c">Jay McNamara</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Homewood, Ill.</subfield><subfield code="b">Dow Jones-Irwin</subfield><subfield code="c">1990</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XVI, 172 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Agences de publicité - Gestion</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising agencies -- Management</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Werbeagentur</subfield><subfield code="0">(DE-588)4065521-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Werbeagentur</subfield><subfield code="0">(DE-588)4065521-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Management</subfield><subfield code="0">(DE-588)4037278-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002664149&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-002664149</subfield></datafield></record></collection> |
| id | DE-604.BV004283839 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:10:54Z |
| institution | BVB |
| isbn | 1556232306 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002664149 |
| oclc_num | 20014159 |
| open_access_boolean | |
| owner | DE-384 DE-188 |
| owner_facet | DE-384 DE-188 |
| physical | XVI, 172 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Dow Jones-Irwin |
| record_format | marc |
| spelling | McNamara, Jay Verfasser (DE-588)130062375 aut Advertising agency management Jay McNamara Homewood, Ill. Dow Jones-Irwin 1990 XVI, 172 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Agences de publicité - Gestion Advertising agencies -- Management Management (DE-588)4037278-9 gnd rswk-swf Werbeagentur (DE-588)4065521-0 gnd rswk-swf Werbeagentur (DE-588)4065521-0 s Management (DE-588)4037278-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002664149&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McNamara, Jay Advertising agency management Agences de publicité - Gestion Advertising agencies -- Management Management (DE-588)4037278-9 gnd Werbeagentur (DE-588)4065521-0 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4065521-0 |
| title | Advertising agency management |
| title_auth | Advertising agency management |
| title_exact_search | Advertising agency management |
| title_full | Advertising agency management Jay McNamara |
| title_fullStr | Advertising agency management Jay McNamara |
| title_full_unstemmed | Advertising agency management Jay McNamara |
| title_short | Advertising agency management |
| title_sort | advertising agency management |
| topic | Agences de publicité - Gestion Advertising agencies -- Management Management (DE-588)4037278-9 gnd Werbeagentur (DE-588)4065521-0 gnd |
| topic_facet | Agences de publicité - Gestion Advertising agencies -- Management Management Werbeagentur |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002664149&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT mcnamarajay advertisingagencymanagement |