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| Introduction | |
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| Billions and Billions Wasted | |
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| McDonald's Almost Gets It | |
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| New Challenges We Face and Five Rules to Live By | |
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| What about Political Slogans? | |
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| Remember | |
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| Three Hidden Ingredients in Every Winning Promotional Campaign | |
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| The Ultimate Help-Wanted Ad | |
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| The Early Days of Playboy Magazine | |
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| Rolling Stone Magazine | |
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| Pan American World Pass and How Last Became First | |
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| Other Quick Airline Stories about Creating Customer Excitement | |
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| One for the Gipper | |
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| Don't Leave Home without It | |
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| Mr.Whipple | |
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| Toppling the Category Leader with One Perfect Sentence | |
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| Eggs Overnight | |
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| Peter Lynch, Lily Tomlin, and Don Rickles | |
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| What Makes a Brand Successful? How Do You Manage It? | |
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| Have a Unique Selling Proposition | |
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| Insist on Strong Visual Imagery | |
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| You Must Have Innovative and Reliable Products | |
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| Memorable and Integrated Advertising�Always | |
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| How to Create a Unique Selling Proposition | |
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| Three of My Favorite Unique Selling Propositions | |
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| How to Create a USP | |
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| Using a Spokesperson to Maximum Effect | |
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| How to Choose the Right Personality | |
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| The Remarkable Betty White | |
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| Going Hollywood | |
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| A Word about Voice-overs | |
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| Corporate Mascots | |
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| Animated Characters | |
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| Animals | |
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| The Deceased | |
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| But What if My Spokesperson Does Something Really Sad? | |
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| Kill All Art Directors (Well, Not Literally) | |
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| Five Tips to Readability | |
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| The Great, the Good, the Bad, and the Ugly | |
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| Learn from Magazines While They Still Exist | |
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| Imagine Annual Reports that Get Read! | |
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| Do the Reverse of Whatever GM Does | |
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| The "Electronic Church" and How lt"Outmarketed" Mainstream Religion and What You Can Learn from It | |
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| Less Is More�Now More than Ever | |
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| Too Many Choices Are Too Confusing | |
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| lt's as Easy as 1,2,3 | |
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| The Three Most Important Customer Lessons�Especially for the Digital Age | |
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| People Renew the Way They Are Acquired | |
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| The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase | |
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| Forget Complicated Clusters and Demographics | |
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| A Common Mistake You Should Never Make | |
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| Hey, But I Sell to Businesses and Not Directly to Consumers | |
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| The Guthrie Lesson | |
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| Loyalty Reimagined | |
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| Customers Rarely Are Loyal | |
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| Is There Any New Thinking in the Loyalty Space? | |
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| It's About Time | |
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| Loyalty in the Not-for-profit World | |
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| The Single Most Powerful Way to Get Customers to Love You | |
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| Getting Your Promotional Letter Read or E-Mail Every Time | |
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| The Absolute Power of Membership...and Something American Express Does Right | |
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| Making Sense of Media Planning | |
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| Print Media | |
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| Zig When Everyone Else Zags | |
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| TV and Radio Placement | |
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| You Can Avoid Consumer Ad Skipping | |
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| The Next Giant Leap in Ad Watching | |
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| Has Radio Seen Its Best Days? | |
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| The Internet | |
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| Global Media Planning and Placement | |
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| Making Social Networking Workfor You | |
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| Some Helpful Hints to Capitalize on Social Networking | |
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| Financial Considerations | |
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| Questions I Am Asked about the Future Direction of Media | |
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| Pacing Is Important | |
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| Chat Rooms and Blogging | |
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| Texting, Messaging, and Mobile | |
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| Steve's Three Tips to Better E-mail Interaction with Consumers | |
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| Web Wasted�Don't You | |
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| Something No One Else Ever Does | |
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| No One Ever Bought Anything from an English Professor | |
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| We Are Wired as a Species to Say Yes! | |
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| Leveraging Boomer Power and More | |
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| Eight Other Predictions Marketers Can Count On | |
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| Minorities Becoming Majorities | |
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| Marketing to the Sexes | |
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| Sports | |
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| Looking Good for Good | |
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| Jingles All the Way | |
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| What Is a Jingle, and How Is It Used and Misused? | |
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| Make a Jingle Work for You | |
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| Can a Well-Known Song Define a Product? | |
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| A New Term for Spoken Taglines | |
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| We Have Lost Our Way | |
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| The Future of Marketing | |
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| MPP Will Make Customer Service Phone Operators Unnecessary | |
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| Does PR Have a Role in a World of Instant Communication? | |
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| You | |
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| Tips on Interacting with Reporters | |
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| What About fnvestor Relations? | |
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| Do Sponsorships Make Sense Anymore�Did TheyrEver? | |
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| How to Be a Marketing Star | |
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| Managing Your Staff | |
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| How to Manage an Ad Agency So You Both Succeed | |
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| What We Take for Granted We Shouldn't�Great Writing | |
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| Eight Tips to Being More Creative | |
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| Steal These Secrets Now | |
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| About the Author | |
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| Index | |