Table of Contents -- Introduction -- Opening Remarks -- Part One: The Relationship -- 1 What Makes an Agency a Good Agency? -- 2 What Makes a Client a Good Client? -- 3 What Are the Most Important Elements of a New Business Pitch? -- 4 How Do You Prepare Yourself for the RFP (Request for Proposal) Process? -- 5 Should an Agency Be Expected to Do Spec Work or Present Creative as Part of the Pitch? -- 6 Does It Matter Whether an Agency Has Previous Experience in a Client's Industry? -- 7 What Are the Most Important Issues to Consider When Negotiating the Contract? -- 8 Is It Better to Work Together on a Project Basis or on an Ongoing Retainer? -- 9 What's the Best Way to Determine a Fair Project Price or Retainer Rate? Should Large Clients be "Punished" with Higher Prices for Being Large? -- 10 Who Should Be the Face of the Agency? Does the Agency Executive Who Landed the Account Need to Be Involved After It's Signed? -- 11 How Involved Should Senior Management from the Agency Be in the Day-to-Day Business? -- 12 How Involved Should Senior Management from the Client Be in the Day-to-Day Business? Does This Slow Down or Speed Up the Creative Process? -- 13 Should the Agency Present Creative They Believe the Market Wants, or Creative They Believe the Client Wants? -- 14 Should Clients Be In on the Brainstorming Process? -- 15 The Client Insists on Making a Move the Agency Knows Is a Mistake. Should the Agency Do It Anyway? -- 16 How Important Is Winning Awards? -- 17 How Do You Deal with the Payment Process and Issues Such As Severely Overdue Payments? -- 18 Is a Single Serious Mistake the End of the Relationship? -- 19 Is Any Relationship Ever Really Secure? -- 20 How Important Is It for the Client to Verbally Express Appreciation for Quality Work? -- 21 Is the Agency a Partner or a Vendor? Is There a Difference?.

22 Can All Meetings Happen Over the Phone? How Important Are Face-to-Face Meetings? -- 23 When Does Complacency Set In? -- 24 Does a New Marketing Director or CMO on the Client Side Mean the End of the Relationship? -- 25 Is It Okay for Clients and Agency Partners to Be Friends Outside the Office? Or Does This Strain the Professional Relationship? -- 26 What Role Will the Client's Legal Department Play in the Relationship? -- 27 Is the Client Always Right? -- Part Two: The Foundations -- 28 What Is the Best Way to Define a "Brand"? -- 29 What Matters Most to Consumers? Brand, Price, Availability, or Something Else? -- 30 How Firm Is the Brand Guide? When, If Ever, Can the Agency Break the Rules? -- 31 Does the Personality of a Brand Need to Be Reflected in All Marketing Efforts? -- 32 Should the Brand Personality Reflect What the Market Wants, the Company History, or the Personality of the Key Executives? -- 33 Does a Client's Mission Statement Play a Role in Marketing the Brand? Or Are Mission Statements Just Meaningless Crap? -- 34 How Much Research Should Be Done Prior to Development of a New Campaign? -- 35 How Do You Determine the Target Audience? -- 36 Is There Value in Focus Groups? -- 37 Is a Long-Term Strategy a Necessity? -- 38 Should Internet Marketing Strategies Be Part of the General Strategy, or Kept Separate? -- 39 How Important Is the Web to Any Marketing Effort? -- 40 What Are the Best Objectives Based On? Who Ultimately Determines Specific Goals? -- 41 The Creative Brief: Who Writes It, and What's Needed to Make It Useful? -- 42 What Is the Difference Between a Project and a Campaign? -- 43 Is a Risky Concept Worth Trying If Failure Means Potentially Losing the Account (or, for a Marketing Director, Losing Your Job)? -- 44 Who Has Better "Objective" Insight and Opinions into the Brand and the Marketing Needs?.

45 Is There True Value in a Campaign That Builds the Brand Rather Than Promote a Specific Call to Action? Can a Positive ROI Be Measured on a Branding Campaign? -- 46 Who Should Present the Creative Work Outputs to Final Decision Maker? -- Part Three: Getting to Work -- 47 Do You Need TV Advertising to Build a Brand? -- 48 How Does the Fragmentation of Television Change How Brands Reach Their Audiences? What Role Does Streaming Media Play in This? -- 49 The Dirtiest Four-Letter Word: TiVo. What Does It Mean to Marketers, and How Can You Plan Around It? -- 50 Five Minutes of Fame: How Is Obsession with "Reality" Changing the Face of Television? -- 51 With Satellite and HD Radio Segmenting Audiences, What's the Future of Radio, and How Will It Affect Marketing Strategies? -- 52 Is Print Advertising Dead? -- 53 What Role Does Promotion Play in Effective Marketing? -- 54 How Can a Marketer Best Leverage the Online Space? -- 55 How Powerful Is Viral Marketing? Can Viral Marketing Be a Planned Effort, Given That It Relies So Heavily on Consumer Involvement? -- 56 What Will the Online Space Look Like in Five Years? How About 20 Years? -- 57 Taking the Show on the Road: How Valuable Are Mobile Units in Creating a Brand Experience? -- 58 What Role Does Public Relations Play in a Marketing Strategy? How Connected Should PR Efforts Be to Marketing Efforts? -- 59 On the Retail Level, What Do Effective In-Store Campaigns Look Like? -- 60 With Retailers Demanding "Clean Stores," How Can You Break Through at the Point of Purchase? -- 61 How Much Power Does Wal-Mart Have in the Development of Ideas/Marketing Plans? -- 62 Many Companies Have Started Creating Their Own Retail Outlets or Building "Pop-Up" Outlets for Three-Four Weeks. Is This Effective? -- 63 How Valuable Are Loyalty Programs? What's Needed to Make One a Success?.

64 Is Sampling the Best Way to Drive Trial of a New Product? -- 65 What Role Can Marketers Play in Pricing, and How Does the Product Price Affect the Marketing Plan? -- 66 What's the Best Measure of a Good Media Plan: Reach, Frequency, or Something Else? -- 67 What Does Packaging Say About a Brand? -- 68 When Is a Packaging Change Needed? -- 69 What's the Best Way to Approach Growth Markets, Such as the Hispanic Audience? -- 70 How Aggressive Should You Be in Marketing Tactics That Mention or Ambush a Competitor? -- 71 Are There Any Special Considerations That Should Be Taken When Marketing to Kids? -- 72 Should Brands Create Line Extensions? How Many Is Too Many? -- 73 Is "Going Green" for Real? Or Is It Just a Fad? -- 74 From a Marketing Perspective, Is It Important for a Brand to Connect with the Local Community? -- 75 Is Sports Sponsorship Worth the Cost? -- 76 Are Celebrity Endorsements Worth the Expense? -- 77 Four out of Five Dentists Agree…. How Much Do Third-Party Endorsements Add to Brand Credibility? -- 78 How Far Can We Stretch the "Truth" in Marketing? -- 79 Are There Any Ethical Issues in the Use of Scare Tactics in Marketing? ("You Will Lose Your Money If…" or "It Could Harm Your Family Unless…") -- 80 From a Creative/Conceptual Perspective, How Different Is B2B Marketing from B2C Marketing? -- 81 Internal Marketing: What's the Best Way to Jazz Up the Workforce, and Is It Even Worth the Effort? -- 82 Key Changes (Such as Materials or Ingredients) Have Been Made to a Product in Mid-Campaign. Now What? -- 83 Can You Take the Message Global? Should You? -- Part Four: Evaluation -- 84 Is the Integrated Agency Model Something That Works for Everybody? -- 85 How Honest Is Too Honest? -- 86 How Often Should the Client/Agency Relationship Be Assessed? -- 87 How Do You Move Forward When You're Not Seeing Eye-to-Eye?.

88 What Is the Role of Third-Party Research in Evaluating Marketing Success? -- 89 When an Effort Fails, Are Clients Expected to Take a "Blame the Agency" Approach, Regardless of Circumstances? -- 90 When an Effort Fails, Are Agencies Expected to Put the Best Spin on the Results? How Does This Affect True Success Evaluation? -- 91 It's Time to Sign the Next Year of Your Agreement. How Do You Address Changes in the Business Plan and the Timeframe for Getting Things Done? -- 92 Do You Need to Defend Your Relationship Every Day from Competitive Agencies? -- 93 When Is It Time to End the Relationship and Move On? -- 94 Can We Really Determine an ROI? -- 95 Brand Recognition and Customer Sentiment Have Improved, but Sales Haven't. Is the Campaign Still a Success? -- Part Five: Just for Fun -- 96 Is Super Bowl Advertising Worth the Money? -- 97 What Is the Best Viral Campaign Ever Run? -- 98 What Is the Best Use of Athlete or Celebrity Endorsement? -- 99 What Is the Best Single Ad Ever Produced? -- 100 What Is the Worst Campaign Ever Run? -- 101 What Is the Best Campaign Ever Run? -- Closing Remarks -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X-Y.