Making it in advertising :

an insider's guide to career opportunities

Leonard Mogel.

Bibliographic record and links to related information available from the Library of Congress catalog
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    ACKNOWLEDGMENTS  xi


    PART I INTRODUCTION TO ADVERTISING

  1  A Short History of Advertising    3

  2  The Components of Advertising and Promotion    8

    PART II THE WORLD OF THE AGENCY

  3  An Overview of the Advertising Agency    17

  4  Structure and Function of an Agency    21

  5  Jobs in an Advertising Agency    27

  6  A Day in the Life of an Advertising Agency    47

  7  The Creation of a TV Commercial    50

  8  A Profile of the World's Largest Agency    58
    and a Small Agency

  9  Profiles of Three Specialist Agencies    69

  10  Who's Hot, Who's Big    76

  11  The Agency Scene Outside New York    81


          PART III ADVERTISING OUTSIDE THE AGENCY WORLD

  12  An Overview of the Advertising Client                 97

  13      Structure and Function of a
                Client Advertising Department  100
  14  Jobs at the Advertising Client Company  105
  15  A Case Study of a Product Launch  110
  16  The 100 Leading Advertisers  113

  17      A Profile of the Largest Advertiser
                 in the United States                                 118
  18      Companies That Handle Their Advertising Internally 121

    PART IV PURSUING A CAREER IN ADVERTISING

  19  Education, Preparation, and Resources  127
  20  Getting the job  139
  21  Ad-Agency Training Programs  148

    PART V FROM THE HORSE'S MOUTH: INTERVIEWS
    WITH ADVERTISING PROS

  22  Sage Advice from an Ad-Industry Veteran  157
  23  Women's Perspectives  162


  24 - Advertising and TV  167
  25 - Advice on Interviews and Resumes      172

          GLOSSARY  179
          RECOMMENDED READING  183
          INDEX  185