Marketing Lingo
Introduction: Car , Where Are You?
Powerlines: Getting the Right Few Words to Every Nook and Cranny on the Planet
Powerlines Defined: Factors Distinguishing Powerlines from Percent of All Written and Spoken Language
Powerlines Take to the Air: Radio, Television, and Powerlines: A Match Made in Heaven
The Powerline Perspective: Countries, Candidates, Cultures, and Companies Rise or Fall on Powerful Lines, Mottos, and Sayings
Uncle Sam Wants You, Your Mind, and Your Money: How Governments Win Hearts, Minds, and Paychecks
You Can't Put the Toothpaste Back in the Tube: Why the Candidate with the Best Slogan Wins the Race
Shots Heard Round the World: How Eloquent Speakers and Writers Make Us Think and Rethink
There Is Nothing Wrong with Your Television Set: How Writers and Marketers Keep All Eyes Glued to the Screen
Put a Powerline in Your Tank: Putting Powerlines to Work in a Marketing Campaign
When It Rains It Pours: Getting the Brand Promise Through-Whether Customers Want to Hear It or Not
Jingles All the Way: Commanding Attention with Music and Jingles
The Gun That Won the West: Transforming Ordinary Products into Extraordinary Brands
Character Building: Speaking in a Distinctive Voice: The Persuasive Power of Characters from Pitchmen to Spokescharacters to Spokespeople
Revelations
Notes
Bibliography
Index