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.
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.
Floyd Y. Keeler, Albert E. Haase
