Getting the most out of advertising and promotion / Magid M. Abraham and Leonard M. Lodish
Ad spending, maintaining market share / John Philip Jones
Ad spending, growing market share / James C. Schroer
Marketing in an age of diversity / Regis McKenna
Critical issues for issue ads / David Kelley
When to advertise your company / Thomas F. Garbett
Us vs. them, the minefield of comparative ads / Bruce Buchanan and Doron Goldman
Can you pass the comparative ad challenge? / Bruce Buchanan
Research on advertising techniques that work, and don't work / David Ogilvy and Joel Raphaelson
Your own brand of advertising for nonconsumer products / Herbert L. Kahn.
