Introduction.
Chapter 1 Billions and Billions Wasted??
McDonalds Almost Gets It.
New Challenges We Face and Five Rules To Live By.
What About Political Slogans?
Chapter 2 Three Hidden Ingredients in Every Winning
Promotional Campaign.
The Ultimate Help-Wanted Ad.
The Early Days of Playboy Magazine.
Rolling Stone Magazine.
Pan American WorldPass and How Last Became First.
Other Quick Airline Stories about Creating Customer
Excitement.
One for the Gipper.
Don't Leave Home Without It.
Mr. Whipple.
Toppling the Category Leader with one Perfect Sentence.
Eggs Overnight.
Peter Lynch, Lily Tomlin, and Don Rickles.
Chapter 3 What Makes A Brand Successful? How Do You Manage
It.
Have A Unique Selling Proposition.
Insist On Strong Visual Imagery.
You Must Have Innovative and Reliable Products.
Memorable and Integrated Advertising-Always.
Chapter 4 How to Create a Unique Selling Proposition.
Three of My Favorite Unique Selling Propositions.
How to Create a USP.
Chapter 5 Using a Spokesperson to Maximum Effect.
How To Choose The Right Personality.
The Remarkable Betty White.
Going Hollywood.
A Word About Voiceovers.
Corporate Mascots.
Animated Characters.
Animals.
The Deceased.
But What If My Spokesperson Does Something Really Bad?
Chapter 6 Kill All Art Directors (Well not
Literally).
Five Tips to Readability.
The Great, The Good, The Bad and The Ugly.
Chapter 7 Learn From Magazines While They Still
Exist?.
Imagine Annual Reports That Get Read!
Chapter 8 Do the Reverse of Whatever GM Does.
The ?Electronic Church? And How It ?Out
Marketed? Mainstream Religion And What You Can Learn From
It.
Chapter 9 Less Is More Now More Than
Ever.
Too Many Choices are too Confusing.
It?s as Easy as 1, 2, 3.
Chapter 10 The Three Most Important Customer
Lessons?Especially For the Digital Age.
Lesson One: People Renew the Way they are Acquired.
Lesson Two: The Most Critical Time in a New Customer's
Relationship is Right after her Immediate Purchase.
Lesson Three: Forget Complicated Clusters and Demographics.
A Common Mistake you Should NEVER Make.
Hey, But I Sell to Businesses and Not Directly to Consumers.
The Guthrie Lesson.
Chapter 11 Loyalty Reimagined.
Customers are Rarely Loyal.
Is There any New Thinking in the Loyalty Space?
It?s About Time.
Loyalty in the Not-for-Profit World.
Chapter 12 The Single Most Powerful Way to Get Customers to
Love You.
Getting Your Promotional Letter Read or E-Mail Every Time.
The Absolute Power of Membership?..and Something American
Express does Right.
Chapter 13 Making Sense of Media Planning.
Print Media.
Zig When Everyone else Zags.
TV and Radio Placement.
You Can Avoid Consumer Ad Skipping.
The Next Giant Leap in Ad Watching.
Has Radio Seen its Best Days?
The Internet.
Global media planning and placement.
Chapter 14 Making Social Networking Work For You.
Some Helpful Hints to Capitalize on Social Networking.
Financial Considerations.
Questions I get Asked about the Future Direction of Media.
Pacing is Important.
Chat Rooms and Blogging.
Texting, Messaging, and Mobile.
Chapter 15 E Mauled?How To Avoid Consumer Rage.
Here are Steve's Three Tips to better E Mail interaction with
Consumers.
Chapter 16 Web Wasted. Don't You.
Something No One Else Ever Does.
Chapter 17 No One Ever Bought Anything from an English
Professor.
We are Wired as a Species to Say Yes!.
Chapter 18 Leveraging Boomer Power And More.
Eight Other Predictions Marketers Can Count On.
Minorities Becoming Majorities.
Marketing to the Sexes.
Sports.
Looking Good For Good.
Chapter 19 Jingles All The Way.
What is a Jingle and How is it Used and Misused?
Make A Jingle Work For You.
Can a Well-Known Song Define a Product?
A New Term For Spoken Taglines.
We have Lost Our Way.
Chapter 20 The Future of Marketing.
MPP Will Make Customer Service Phone Operators Unnecessary.
Does PR Have a Role in a World of Instant Communication?
You.
Tips on interacting with Reporters.
What about Investor Relations?
Do Sponsorships Make Sense Anymore?did they ever?
Chapter 21 How To Be A Marketing Star.
Managing your Staff.
How to Manage an Ad Agency so you Both Succeed.
What We Take for Granted We Shouldn't?Great Writing.
Chapter 22 Eight Tips To Being More Creative.
Chapter 23 Steal These Secrets Now.
About the Author.
Index.
