Why advertising has remained a mystery for so long: Influencing people -- Image and reality -- Subliminal advertising -- Conformity -- The advertising message -- Silent symbols and badges of identity -- Vicarious experience and virtual reality -- Messages, reminders and rewards -- What's this I'm watching -- The limits of advertising -- What works, what doesn't, and why: Continuous tracking -- New product launches -- Planning campaign strategy around consumers' mental filing cabinets -- What happens when you stop advertising -- The effectiveness of funny ads -- Learning to use 15-second TV commercials -- Seasonal advertising -- Underweight advertising -- Why radio ads aren't recalled -- Maximizing ad effectiveness -- Sequels -- Corporate tracking of image and issues -- The web: advertising in a new age -- Mental reach -- Measurement of advertising effects in memory -- The buy-ology of mind -- Conclusion

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