The Textbook:

It’s sort of “Everything you always wanted to know, but couldn’t get people to return your phone calls and e-mails to tell you.”

I’ve found that the best way to learn is to see how the people whose jobs you aspire to got theirs. So I spoke with everyone. Topics include:

• What, exactly, is advertising? Answered.
  
• Answers to 40 of the most commonly asked questions. (Yes, I’ve read your mind.)
  
• What to read. Online. Newspapers. Weekly magazines. Creative-intensive magazines. Supermarket magazines. Awards annuals. Industry-specific books. And art and photography books. Now you know what to ask for as graduation gifts.
• Organizations to join. (You’re ready to learn about networking.)
• Continuing Education. Going to class at night to learn even more.
  
• Advertising graduate schools. What are they? And what’s a portfolio?
  
• 25 top advertising people – in their own words. You’ll learn what creatives, account executives, planners, media people, producers and others do. These folks are candid. Funny. And amazingly insightful. You’ll learn about:
  
  • Their first job. How they got it.
    
  • Internships. What they’re like and how to get them.
    
  • The tasks that fill their days. Good. And bad.
    
  • What their agencies are really like.
    
  • How they hire. As well as what they want to see from you.
    
  • Their advice to you, the job seeker.
    
• Where are you going to work?
  
  • Why I recommend heading to New York.
    
  • Finding the right agency for you. (It’s just like dating.)
    
  • Agency size. Small, mid-sized and big. Explained.
    
• Getting your act together.
  
• Where to look for jobs. (It’s not where you’d suspect.)
  
• Things you should be doing before graduation.
  
• Resumes.
  
• What to wear.
  
• How to earn your first big promotion.
  
• 40 things I wish I knew going for my first job.
  
• Priceless “insider information” on top agencies in every major market.
  
  • New York, Atlanta, Austin, Boston, Chicago, Dallas, Durham, Los Angeles, Miami, Minneapolis, Portland, Raleigh, Richmond, San Diego, San Francisco and Seattle. Plus Amsterdam and London.
• Tips for young creatives.
  
  • Working in teams.
    
  • Concepting. What is it? And how to do it well.
    
  • Presenting.
    
  • Doing better:
    
    • Print
      
    • Radio
      
    • TV
      
• The TV production process, explained in English. By experts.
  
• Media. Some history. Thoughts. And predictions.
  
• A few requests to the account executives – young and old.
  
• Dealing with clients. (Charming your way to the top.)
  
• Working for nonprofits. Giving back and feeling good about it.
  
• Moving to the Big City. This section could be a book in itself. It includes:
  
• Moving to the New York area.
  
• Manhattan, Brooklyn, Queens and Hoboken – what each section is really like.
  
• Where to look for apartments. And roommates.
  
• Real estate terminology.
  
• Some of the choices you’ll have to make.
  
• A few words on safety.
  
• And a lot of advice on making a budget and sticking to it.
  
• Glossary. Advertising has its own language. A complete and brutally honest listing of the words you’ll hear. And soon say.