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The Advertising Agency (RLE Marketing): Procedure and Practice de Floyd Y. Keeler

The Advertising Agency (RLE Marketing): Procedure and Practice: Routledge Library Editions: Marketing

Autor Floyd Y. Keeler, Albert E. Haase
en Limba Engleză Paperback – 21 dec 2015
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.
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Specificații

ISBN-13: 9781138997653
ISBN-10: 113899765X
Pagini: 318
Ilustrații: black & white illustrations
Dimensiuni: 156 x 234 x 17 mm
Greutate: 0.45 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Seria Routledge Library Editions: Marketing

Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate, Professional, and Undergraduate

Cuprins

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.
 

Notă biografică

Floyd Y. Keeler, Albert E. Haase

Descriere

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.