Steal These Ideas!: Marketing Secrets That Will Make You A Star -- Contents -- Introduction -- Chapter 1: Billions and Billions Wasted . . . -- McDonald's Almost Gets It -- New Challenges We Face and Five Rules to Live By -- What about Political Slogans? -- Remember -- Chapter 2: Three Hidden Ingredients in Every Winning Promotional Campaign -- The Ultimate Help-Wanted Ad -- The Early Days of Playboy Magazine -- Rolling Stone Magazine -- Pan American WorldPass and How Last Became First -- Other Quick Airline Stories about Creating Customer Excitement -- One for the Gipper -- Don't Leave Home without It -- Mr. Whipple -- Toppling the Category Leader with One Perfect Sentence -- Eggs Overnight -- Peter Lynch, Lily Tomlin, and Don Rickles -- Chapter 3: What Makes a Brand Successful? How Do You Manage It? -- Have a Unique Selling Proposition -- Insist on Strong Visual Imagery -- You Must Have Innovative and Reliable Products -- Memorable and Integrated Advertising-Always -- Chapter 4: How to Create a Unique Selling Proposition -- Three of My Favorite Unique Selling Propositions -- How to Create a USP -- Chapter 5: Using a Spokesperson to Maximum Effect -- How to Choose the Right Personality -- The Remarkable Betty White -- Going Hollywood -- A Word about Voice-overs -- Corporate Mascots -- Animated Characters -- Animals -- The Deceased -- But What if My Spokesperson Does Something Really Bad? -- Chapter 6: Kill All Art Directors (Well, Not Literally) -- Five Tips to Readability -- The Great, the Good, the Bad, and the Ugly -- Chapter 7: Learn from Magazines While They Still Exist . . . -- Imagine Annual Reports that Get Read! -- Chapter 8: Do the Reverse of Whatever GM Does -- The "Electronic Church" and How It "Outmarketed" Mainstream Religion and What You Can Learn from It -- Chapter 9: Less Is More-Now More than Ever.

Too Many Choices Are Too Confusing -- It's as Easy as 1, 2, 3 -- Chapter 10: The Three Most Important Customer Lessons-Especially for the Digital Age -- Lesson One: People Renew the Way They Are Acquired -- Lesson Two: The Most Critical Time in a New Customer's Relationship Is Right after Her Immediate Purchase -- Lesson Three: Forget Complicated Clusters and Demographics -- A Common Mistake You Should Never Make -- Hey, But I Sell to Businesses and Not Directly to Consumers -- The Guthrie Lesson -- Chapter 11: Loyalty Reimagined -- Customers Rarely Are Loyal -- Is There Any New Thinking in the Loyalty Space? -- It's About Time -- Loyalty in the Not-for-Profit World -- Chapter 12: The Single Most Powerful Way to Get Customers to Love You -- Getting Your Promotional Letter Read or E-Mail Every Time -- The Absolute Power of Membership . . . and Something American Express Does Right -- Chapter 13: Making Sense of Media Planning -- Print Media -- Zig When Everyone Else Zags -- TV and Radio Placement -- You Can Avoid Consumer Ad Skipping -- The Next Giant Leap in Ad Watching -- Has Radio Seen Its Best Days? -- The Internet -- Global Media Planning and Placement -- Chapter 14: Making Social Networking Work for You -- Some Helpful Hints to Capitalize on Social Networking -- Financial Considerations -- Questions I Am Asked about the Future Direction of Media -- Pacing Is Important -- Chat Rooms and Blogging -- Texting, Messaging, and Mobile -- Chapter 15: E-mauled-How to Avoid Consumer Rage -- Steve's Three Tips to Better E-mail Interaction with Consumers -- Chapter 16: Web Wasted-Don't You -- Something No One Else Ever Does -- Chapter 17: No One Ever Bought Anything from an English Professor -- We Are Wired as a Species to Say Yes! -- Chapter 18: Leveraging Boomer Power and More -- Eight Other Predictions Marketers Can Count On.

Minorities Becoming Majorities -- Marketing to the Sexes -- Sports -- Looking Good for Good -- Chapter 19: Jingles All the Way -- What Is a Jingle, and How Is It Used and Misused? -- Make a Jingle Work for You -- Can a Well-Known Song Define a Product? -- A New Term for Spoken Taglines -- We Have Lost Our Way -- Chapter 20: The Future of Marketing -- MPP Will Make Customer Service Phone Operators Unnecessary -- Does PR Have a Role in a World of Instant Communication? -- You -- Tips on Interacting with Reporters -- What About Investor Relations? -- Do Sponsorships Make Sense Anymore-Did They Ever? -- Chapter 21: How to Be a Marketing Star -- Managing Your Staff -- How to Manage an Ad Agency So You Both Succeed -- What We Take for Granted We Shouldn't-Great Writing -- Chapter 22: Eight Tips to Being More Creative -- Chapter 23: Steal These Secrets Now -- About the Author -- Index.