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.
• Interview Questions.
• What creative directors are looking for. Besides a great book.
• 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, Denver, Durham, Los Angeles, Las Vegas, Madison, Miami, Minneapolis, New Orleans, Pittsburgh, Portland, Raleigh, Richmond, San Diego, Saint Louis, Salt Lake City, San Francisco, Seattle and Washington, D.C.
• 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.