Chapter 16 - Case Study: Lehman's Hardware - The Lehman family of Ohio sells butter churns and washboards--via the Internet. - About Dave Donelson

Chapter 13 - Just A Little Reminder - Advertising works more like a directional arrow. It tells the customers where to go to get something once they're decided they need it. - Chapter 14 - Should Price Be In The Picture? - There's generally no reason to use price advertising since few purchase decisions are made on that basis. - Chapter 15 - Four Rules For Buying Advertising - You really shouldn't hide in the back when a media sales person comes into your business.

Chapter 11 - Pay Attention To Attention - Don't be afraid to try unconventional tactics to draw attention. - Chapter 12 - Advertising's Four-Letter Word - When you tell someone something they already know--or think they know--they stop listening. Just ask anyone with teenage children.

Chapter 10 - Case Study: P.C. Richard - Even in tough times, P.C. Richard generally doesn't cut back much on advertising expense.

Chapter 8 - Effective Advertising Is Local - Like politics, all good advertising is local. - Chapter 9 - Say It Over And Over Again, And Again, And Again - Advertising works the way the grass grows. You can never see it, but every week you have to mow the lawn.

Chapter 6 - Five Rules For Effective Advertising - You must know what matters to your customer before you can produce advertising that appeals to them. - Chapter 7 - Bert & Bertha - There is no customer named "the market" but there are many named Bert and Bertha.

Chapter 4 - Advertising Goals, Part Three: Positioning Your Business - Once the consumer puts an advertiser in a position in their mind, it generally stays there.  - Chapter 5 - Advertising Ideas - The best approach is to be as specific as possible in the claims presented.

Chapter 2 - Advertising Goals, Part One: Your Image - The goal isn't to enhance the image--it's ultimately to affect the bottom line - Chapter 3 - Advertising Goals, Part Two: Your Sales - Advertising is about sales, sales, and more sales.

About This Book; Chapter 1 - The Advertising Conundrum - If you stop promoting, your customer base melts away like an ice cream cone on a July afternoon.