Keeping advertising burning

Indice
Thanks
Preface: Confessions of a nerdwriter. Why the digital transformation should be standing on the shoulders of advertising by Paolo Guglielmoni
Introduction: yesterday for tomorrow
The times they are a-changin'
Brand's new story telling; Engaging the new world; Advertising agencies' evolution; Teamwork)
Anatomy of the advertising body
(Cultural industries and individuals; Processing of advertising; Learning the brand story telling; Brands are people too)
Seven steps to magic
(Starting line; First step: marketing's objectives; Second step: situation analysis; Third step: establishing the target; Fourth step: desired action; Fifth step: advertising's objectives; Sixth step: brand positioning; Seventh step: creative strategy; Evaluation of advertising)
How a campaign is born
(Survival laws; Strategic conditions; Talent and idea; The creative environment; The search for an idea; The path to an idea)
Creative styles
(Claude C. Hopkins (1867-1932); Theodore MacManus (1872-1940); Rosser Reeves (1919-1984); David Ogilvy (1911-1999); Leo Burnett (1891-1971); William Bernbach (1911-1982); Howard Gossage (1917-1969); Jacques Séguéla (1934); The British Revolution; New York's Off-creativity; McElliggott (1943) and the Minneapolis school; Armando Testa (1917-1992); Emanuele Pirella (1940-2010); Learning from the masters)
Creating messages
(Warnings; Two approaches; Mutually respectful integration; Creating the "wrong" ad)
More help from the past: rhetoric
(Mind opening toolkit; Ambiguity, stereotypes; Figures: tropoi)
Bibliography
About the author.