Pt. A: Why advertising has remained a mystery for so long. Influencing people : myths and mechanisms ; Image and reality : seeing things in different ways ; Subliminal advertising : the biggest myth of all ; Conformity : the popular thing to do ; The advertising message : oblique and indirect ; Silent symbols and badges of identity ; Vicarious experience and virtual reality ; Messages, reminders and rewards : how ads speak to us ; What's this I'm watching? : The elements that make up an ad ; The limits of advertising -- Pt. B: What works, what doesn't, and why. Continuous tracking : are you being followed? ; New product launches : don't pull the plug too early ; Planning campaign strategy around consumers' mental filing cabinets ; What happens when you stop advertising? ; The effectiveness of funny ads : what a laugh! ; Learning to use 15-second TV commercials ; Seasonal advertising ; Underweight advertising : execution anorexia ; Why radio ads aren't recalled ; Maximizing ad effectiveness : develop a unique and consistent style ; Sequels ; Corporate tracking of image and issues ; The web : advertising in a new age ; 'Mental reach' : they see your ad but does it get through? ; Measurement of advertising effects in memory ; The buy-ology of mind.