In the beginning: how to be an overnight sensation with power direct marketing -- Objectives: ready, aim, fire-marketing by objectives -- Timetable: everything takes longer than it takes -- Budget: everything costs more than you think -- Audience: target marketing is like diving 75 feet into a bucket of water -- Offer: how 50% off makes you feel 100% better-guaranteed -- Creative: it's nice to meet a creative person; all my friends are serious -- Production/media: if everything seems to be going well, you've obviously overlooked something -- Analysis/measurement: winning isn't everything, but who cares about all that other stuff? -- End: planning is everything-the plan is nothing

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