| Description |
xii, 193 pages : illustrations ; 24 cm |
| Contents |
Pt. I. Introduction to Advertising. 1. A Short History of Advertising. 2. The Components of Advertising and Promotion -- Pt. II. The World of the Agency. 3. An Overview of the Advertising Agency. 4. Structure and Function of an Agency. 5. Jobs in an Advertising Agency. 6. A Day in the Life of an Advertising Agency. 7. The Creation of a TV Commercial. 8. A Profile of the World's Largest Agency and a Small Agency. 9. Profiles of Three Specialist Agencies. 10. Who's Hot, Who's Big. 11. The Agency Scene Outside New York -- Pt. III. Advertising Outside the Agency World. 12. An Overview of the Advertising Client. 13. Structure and Function of a Client Advertising Department. 14. Jobs at the Advertising Client Company. 15. A Case Study of a Product Launch. 16. The 100 Leading Advertisers. 17. A Profile of the Largest Advertiser in the United States. 18. Companies That Handle Their Advertising Internally -- Pt. IV. Pursuing a Career in Advertising |
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19. Education, Preparation, and Resources. 20. Getting the Job. 21. Ad-Agency Training Programs -- Pt. V. From the Horse's Mouth: Interviews With Advertising Pros. 22. Sage Advice from an Ad-Industry Veteran. 23. Women's Perspectives. 24. Advertising and TV. 25. Advice on Interviews and Resume's |
| Bibliography |
Includes bibliographical references (pages 183-184) and index |
| Subject |
Broadcast advertising -- United States.
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Radio advertising -- Vocational guidance -- United States.
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Television advertising -- Vocational guidance -- United States.
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| LC no. |
92032051 |
| ISBN |
0020345526 |
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