The Fall of 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 -- 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 -- A New Role for Advertising -- Maintaining the Brand -- Keeping On Course -- Firing On All Cylinders -- 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 -- P.S. for Management -- P.S. for Advertising -- P.S. for PR.