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| Introduction | |
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| Marketers and Creatives Don't Speak the Same Language | |
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| Think Inside the Box | |
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| You Can't Manage What You Don't Measure | |
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| Know Your Customer, Know Your Brand | |
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| Know Who Your Customers Are | |
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| Live and Die by the 80/20 Rule | |
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| Read What Your Customer Reads, Watch What She Watches | |
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| Know Your Brand Image | |
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| Be an Expert on the Benefits of Your Product or Service | |
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| Do You Know the Brand History? | |
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| Does Everyone Know the Competitive History? | |
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| What's Your Objective? | |
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| Know Wher You Want to Take the Brand | |
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| Map a Clear Route of How You'll Take Your Brand to the Destination | |
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| Quality Is the Absence of Non-Quality Signals | |
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| Where Do You Want to Go? | |
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| Do Quantitative Research | |
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| Never Give the Gun to the Dog | |
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| Don't Make Focus Groups Your Creative Director | |
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| A Great Advertising Strategy Is the Hiddeen Gem | |
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| "My Company's Great! My Products Are Terrific!" Besides You, Who Cares? | |
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| Sell the Benefit, the Advantage, and the Feature-in That Order | |
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| Separate Your Brand from the Competition | |
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| Make Sure All Your Advertising Speaks with One Voice | |
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| The Creative Director-the Creative Process | |
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| Guide and Manage, Don't Design and Write | |
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| Get the "No-Bodies" Out of Your Approval Process | |
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| Walk the Halls | |
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| Share Information | |
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| Partner with the Research Department-They'll Lead You to the Consumer Every Time | |
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| Make Friends with a Media Planner | |
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| Become an Expert on the Consumer | |
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| Monthly Luncheon Learning Sessions | |
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| Watch Videos and Go to the Movies Together | |
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| Underpromise and Overdeliver | |
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| Know What Your Suppliers Are Talking About | |
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| Learn New Tricks | |
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| TV Commercials | |
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| Shit, My Hair's on Fire! | |
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| Don't Forget the Benefit | |
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| Tell 'em, Sell'em, and Tell'em Again | |
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| Tell'em Who Told 'em | |
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| The Younger the Audience, the More Cuts You Can Use | |
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| Create Advertising That Gets Talked About or Used in Everyday Conversation | |
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| Print Advertising | |
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| Don't Hide Your Brand Name | |
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| Talk to Your Customers in Their Own Language | |
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| Put a Benefit in the Headline | |
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| White Space Is Valuable | |
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| Long Copy Can Sell | |
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| Know When and How to Scream SALE! | |
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| The Internet | |
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| Make the Navigation to Your Selling Page As Easy As Possible | |
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| Blogs-Still Lots of Learning to Be Done | |
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| Radio, Outdoor, and Direct Response | |
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| Radio: Tell a Story | |
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| Outdoor: Make It Simple, Big, and Memorable | |
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| Direct Response: Get the List Right | |
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| Test Different Offers Against the Benchmark-One Variable at a Time | |
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| On the Set | |
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| Never Leave the Set Until the Shooting Board Has Been Covered | |
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| Let the People You Hired Do Their Jobs | |
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| Allow for the Possibility of Magic | |
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| Leave an Open Mike to the Voice-over Talent | |
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| Don't Leave Issues to be Solved in the Editing Room | |
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| Bonus | |
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| Have Fun | |