Guidelines For Advertiser/Agency Contracts

 
9781563180705: Guidelines For Advertiser/Agency Contracts

An indisputable contract is the foundation for building stronger advertiser/agency relationships. The ANA's updated Guidelines for Advertiser/Agency Contracts offers advertisers clear and concise advice on the three fundamental phases of contract development:

1) initial negotiation of terms;
2) drafting an Interim Letter of Understanding; and
3) final contract refinement.

Written by Lawrence J. Flink, agency veteran and agency contract consultant, this guide concisely outlines the key aspects of a strong contract, including: defining agency services and compensation; conducting annual reviews; and establishing agreements on ownership of materials and conflict standards.

A sample contract is also included. Anyone responsible for agency relations will find this book an indispensable reference.

"synopsis" may belong to another edition of this title.

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