Foreword -- Introduction: Saatchi & Saatchi? They don't work here anymore -- Getting to Great -- Where do we begin? A little behind the 8-ball -- Nobody looks at advertising on purpose -- Many companies would rather know they're exactly wrong than approximately right -- Don't tell me about your manure, tell me about my flowers -- Achtung, baby! (Lesson 1: Simplicity) -- Sharp ideas don't stay that way for long -- Does that look like an ad to you? -- There are only two kinds of advertising--great and invisible -- A brief word -- USP? SMP? ESP? -- For original answers, ask original questions -- OW! (Lesson 2: One word) -- Oh, what a word -- The power of a 4 letter word -- How do your customers look? -- Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) -- The Attention Priority System -- Write visuals (Lesson 3: Write visuals) -- Emotional rescue -- A person buying ordinary products in a supermarket is in touch with his deepest emotions -- The charm stick -- Heart. Felt. Advice to clients -- The good oil on Olay -- The dreamtime society (Lesson 4: Sell stories, not spiels) -- Sell stories and you sell Landcruisers -- Last week's lecturer told us that long-copy ads were dead -- This ain't brain surgery, but it is the latest neuroscience -- It's hard to be warm in a cold-hearted business -- No culture that values order above all else will be creative -- Bad advertising costs the same as good advertising -- Ideas Machinery -- Aim to be famous (Lesson 5: Be an ideas evangelist) -- Fame can be a real bugger.-- They've got it: infamy -- A highland war cry -- A quantum leap -- Launching with a detonator -- Topical and Tactical (T'n'T) (Lesson 6: Light a detonator; use T'n'T) -- Laughing all the way to the bank -- What's so funny? (Lesson 7: Wit invites participation) -- Laugh and death -- The funny thing about radio -- Don't waste money on advertising; invest in property -- The Camry story from scratch (Lesson 8: Property builds wealth) -- Retail without product -- Eating the competition for breakfast -- Playing politics -- Thinking outside the media square (Lesson 9: Ideas bigger than ads) -- Is there still time for lunch? -- Dream job -- Ideas are like apples, easier to grow than to build -- Cannes or can't -- Kaizan (Lesson 10: Continual improvement)

Requisitos del sistema: PC con sistema operativo Microsoft Windows 7 o superior ; Navegador internet Explorer 10 o posterior ; Microsoft office 2010 o posterior ; procesador de 450 MHz o superior ; 2 GB de RAM o mayor ; unidad de CD-ROM o DVD ; mouse recomendado ; 159 MB de espacio disponible en el disco duro ; Acrobat Reader 11.

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