Contents Cover Title Page Copyright 1 Overture 2 How to produce advertising that sells 3 Jobs in advertising – and how to get them 4 How to run an advertising agency 5 How to get clients 6 Open letter to a client in search of an agency 7 Wanted: a renaissance in print advertising 8 How to make TV commercials that sell 9 Advertising corporations 10 How to advertise foreign travel 11 The secrets of success in business-to-business advertising 12 Direct mail, my first love and secret weapon 13 Advertising for good causes 14 Competing with Procter & Gamble 15 18 Miracles of research 16 What little I know about marketing 17 Is America still top nation? 18 Lasker, Resor, Rubicam, Burnett, Hopkins and Bernbach 19 What’s wrong with advertising? 20 I predict 13 changes Reading list Index