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- "An Adweek book"--Cover.
- Includes bibliographical references (p. -275) and index.
- Preface. -- Chapter 1. Salesmen Don't Have to Wear Plaid: Selling without selling out. -- Chapter 2. A Sharp Pencil Works Best: Some thoughts on getting started. -- Chapter 3. A Clean Sheet of Paper: Making an ad the broad strokes. -- Chapter 4. Write When You Get Work: Making an ad some finer touches. -- Chapter 5. In the Future Everyone Will Be Famous for 30 Seconds: Some advice on making television commercials. -- Chapter 6. Radio Is Hell, But It's a Dry Heat: Some advice on working in a tough medium. -- Chapter 7. "Toto, I Have a Feeling We're Not in McCann-Erickson Anymore": Working out past the edge. -- Chapter 8. Only the Good Die Young: The enemies of advertising. -- Chapter 9. Pecked to Death by Ducks: Presenting and protecting your work. -- Chapter 10. A Good Book or a Crowbar: Some thoughts on getting into the business. -- Chapter 11. Making Shoes versus Making Shoe Commercials: Is this a great business or what? -- Suggested Reading. -- Bibliography. -- Acknowledgments. -- Notes. -- Ad Credits. -- Index.
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