Here's How: Approach an Advertising Agency and Walk Away with the Job You Want

393 Pages·1993·1.06 MB·English

by  Barbara Ganim

Approach an Advertising Agency and Walk
title: Away With the Job You Want Here's How
(Lincolnwood, Ill.)
author: Ganim, Barbara.
publisher: NTC Contemporary
isbn10 | asin: 0844224804
print isbn13: 9780844224800
ebook isbn13: 9780071393140
language: English
subject Advertising--Vocational guidance.
publication date: 1998
lcc: HF5828.4.G36 1998eb
ddc: 659.1/023/73
subject: Advertising--Vocational guidance.
Page i
Here's How
Approach an Advertising Agency and Walk
Away with the Job You Want
Barbara A. Ganim
NTC L W
EARNING ORKS
NTC/Contemporary Publishing Company
Page ii
Library of Congress Cataloging-In-Publication Data
Ganim, Barbara.
Approach an advertising agency and walk away with the job you want /
Barbara A. Ganim.
p. cm.(Here's how)
Originally published: How to approach an advertising agency and walk
away with the job you want. Lincolnwood, Ill.: VGM Career Horizons,
© 1993.
Includes bibliographical references and index.
ISBN 0-8442-2480-4
1. AdvertisingVocational guidance. I. Ganim, Barbara. How to
approach an advertising agency and walk away with the job you want.
II. Title. III. Series: Here's how (Lincolnwood, III.)
HF5828.4.G36 1998
659.1'023'73dc21 97-49441
CIP
Published by NTC LearningWorks
An imprint of NTC/Contemporary Publishing Company
4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-
1975 U.S.A.
Copyright © 1998 by Barbara A. Ganim
All rights reserved. No part of this book may be reproduced, stored in a
retrieval system, or transmitted in any form or by any means,
electronic, mechanical, photocopying, recording, or otherwise, without
the prior permission of NTC/Contemporary Publishing Company.
Printed in the United States of America
International Standard Book Number: 0-8442-2480-4
18 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 1
Page iii
To Susan Fox, without you this book would never have been written.
Page v
Contents
Foreword Advertisingwhat's the attraction? 1
Introduction What are agencies looking for in a prospective 4
employee?
How to avoid the job search mistakes most people make 5
Step One Perform a personal evaluation 10
See where you fit 10
Workshop 1: Exploring your work environment 11
preferences
Workshop 2: Clarifying your work environment 14
preferences
Workshop 3: Examining job structure preferences 16
Workshop 4: Clarifying your job structure preferences 19
Workshop 5: Deciding when to compromisevalues 22
versus confidence
Workshop 6: Money versus long-term gains 24
Page vi
Step Two Choose an area of specialization 29
Find a niche 29
Workshop 7: What is your personality type? 31
Visual types 32
Verbal types 35
All business types 36
It takes all kinds 37
Take the next step 40
Step Three Focus in on the niche 41
Fit the niche 41
Workshop 8: Do you fit the niche? 41
Workshop 9: Area of specialization evaluation 61
Conclusion 66
Step Four Select the agencies that are right for you 68
Find your match 68
Agency sizedoes it matter? 69
Agency locationdoes that matter? 72
Researching an agencywhere to start 73
The in-depth research phase 75
Do your homework 76
The informational interview 76
Step Five Give the agency what it is looking for 80
Sell yourself to the account executive 80
Size up your assets 81
Workshop 10: Personal assets evaluation 82
Your agency compatibility quotient 87
Workshop 11: What specialized skills do you have to 88
bring to an agency?
Page vii
Step Six Put together a personal presentation package 93
Get started 93
Put yourself in their shoes 94
Cover letters and resumes 99
Setting up your resume 106
Writing a cover letter 114
Starting your first draft 114
Workshop 12: Your first draft 115
Formatting the final draft 117
Finishing the job 118
Preparing your portfolio 118
The oral presentation 120
What an interviewer looks for 121
Know the rules of the interview 123
Workshop 13: Prepare your oral presentation 124
Take control of the interview 125
Review your personal presentation package 127
Step Seven Make your move 128
Make contacts 128
Use networks 128
Learn the "how-to's" of networking 130
Ready, set, go 132
Know how interviews work 134
Get past the nervous jitters 135
Make the right decision 139
The rejection 142
Step Eight Keep the Job once you get it 145
Join the agency 145
Understand how the business works 147
How to prepare and give a presentation 151
The written proposal 153
Working on the actual campaign 155