Includes bibliographical references (p. [311]-321) and index.

Salesmen don't have to wear plaid : selling without selling out -- A Sharp pencil works best : some thoughts on getting started -- A Clean sheet of paper : making an ad - the broad strokes -- Write when you get work : making an ad - some finer touches -- In the future, everyone will be famous for 30 seconds : some advice on making television commercials -- But wait there's more! : does direct-response TV have to suck? -- Radio is hell, but it's a dry heat : some advice on working in a tough medium -- Big honkin' ideas : hitting on every cylinder -- "Toto, I have a feeling we're not in McCann-Erickson anymore" : working out past the edge -- Only the good die young : the enemies of advertising -- Pecked to death by ducks : presenting and protecting your work -- A Good book or a crowbar : some thoughts on getting into the business -- Making shoes versus making shoe commercials : is this a great business of what?