pt. a. Why advertising has remained a mystery for so long
1. Influencing people : myths and mechanisms
2. Image and reality : seeing things in different ways
3. Subliminal advertising : the biggest myth of all
4. Conformity : the popular thing to do
5. The advertising message : oblique and indirect
6. Silent symbols and badges of identity
7. Vicarious experience and virtual reality
8. Messages, reminders and rewards : how ads speak to us
9. What's this I'm watching? the elements that make up an ad
10. The limits of advertising
pt. b. What works, what doesn't, and why
11. Continuous tracking : are you being followed?
12. New product launches : don't pull the plug too early
13. Planning campaign strategy around consumers' mental filing cabinets
14. What happens when you stop advertising?
15. The effectiveness of funny ads : what a laugh!
16. Learning to use 15-second TV commercials
18. Underweight advertising : execution anorexia
19. Why radio ads aren't recalled
20. Maximizing ad effectiveness : develop a unique and consistent style
22. Corporate tracking of image and issues
23. The web : advertising in a new age
24. 'Mental reach' : they see your ad but does it get through?
25. Measurement of advertising effects in memory
26. The buy-ology of mind.
