Part One: Advertising -- Advertising and car salesmen -- Advertising and art -- Advertising and creativity -- Advertising and awards -- Advertising and awareness -- Advertising and sales -- Advertising and the dotcoms -- Advertising and credibility -- The search for alternatives -- Part Two: The rise of PR -- The power of a third party -- Building a new brand with PR -- Rebuilding an old brand with PR -- Establishing your credentials -- Rolling out your brand -- Building an educational brand -- Building a geographic brand -- Building a booze brand -- The missing ingredient -- Dealing with line extensions -- Dealing with names -- Part Three: A new role for advertising -- Maintaining the brand -- Keeping on course -- Firing on all cylinders -- Part Four: The differences between advertising and PR -- Advertising is the wind. PR is the sun -- Advertising is spatial. PR is linear -- Advertising uses the big bang. PR uses the slow buildup -- Advertising is visual. PR is verbal -- Advertising reaches everybody. PR reaches somebody -- Advertising is self-directed. PR is other-directed -- Advertising dies. PR lives -- Advertising is expensive. PR is inexpensive -- Advertising favors line extensions. PR favors new brands -- Advertising likes old names. PR likes new names -- Advertising is funny. PR is serious -- Advertising is uncreative. PR is creative -- Advertising is incredible. PR is credible -- Advertising is brand maintenance. Pr is brand building -- Part Five: Postscripts -- P.S. for management -- P.S. for advertising -- P.S. for PR.