Most advertising fails -- Irredeemable mistakes sometimes occur before the beginning -- Why so many advertisers choose the wrong agency -- More about choosing an agency -- Did you see us on TV -- Being cheap can be expensive -- How often -- More about frequency -- How big -- Creativity is all-or is it -- Beware of imitations -- The four commonest mistakes in layout and art -- Four common mistakes in copy -- How to get people to do what you wnat with words and pictures -- More about getting people to do what you want -- A new and complete theory of copywriting -- Success: if you don't measure it, how do you know it exists -- The fundamental mistake beginners make with direct mail -- Are advertising agencies overpaid -- Six mistakes made by critics of advertising -- The 27 most commo mistakes in advertising and how to vvoid them: a review -- Why some advertising succeeds

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