Acknowledgments
Introduction.
1. How Bad Is Most Advertising?
2. “What We Have Here Is A Failure To Communicate.”
3. Why God Gave Us Two Ears And Only One Mouth
4. So, Should We Be Studying von Clausewitz Or Casanova?
5. Rule 1: There Are No Rules
6. A Strategy For Getting To Better Strategies
7. Positioning Vs. “Zone” Marketing
8. Mid-Term Review
9. “To The Man With A Hammer, Everything Is A Nail.”
10. How To Get The Advertising You Deserve
11. The Case For A Chief Advertising Officer
12. When Bad Advertising Is Good And Good Advertising Is Bad
13. Brother, Can You Paradigm?
14. And Now A Word About Branding
15. “At The End Of The Day . . .”
Afterword
Index
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"Forget that I have known the author for a quarter century, Silveira tells the truth, and he tells it with a clarity and degree of insight that could make the practice of advertising more effective and a hell of a lot more fun. If you are a client, or ever thought of being one, do us all a favor and buy this book."