The Table of Content for my upcoming book "RAAHH! Why Advertising Sucks And How To Fix It" which you can order at http://kick.raahh.com

1. by
Guillaume Rigal
INTRODUCTION
My Firsts
The Ad which started it all
This book is for you
Why did I write it
IT'S HIGHLY PROBABLE YOUR ADVERTISING SUCKS. MOST ADVERTISING DOES.
Are you OK with your ads?
Advertising sucks. Really? Really.
What do I mean ads suck?
What happened to great advertising?
Madmen, Craftsmen
Everybody can do it
Why advertise when everybody hates it
What happens when advertising sucks
What does it matter if ads suck?
What should I do? Tell stories? You bet, here goes...
Teasers & Viral videos, a lesson in managing expectations
Why ads end up sucking
12 organizational reasons why ads suck
In the end, advertising just sucks because of how we conceive it
Yet the best Ads are an art form
A popular art form
The limit of science
TRENDS TOTALLY SUCK
Media trends that suck
Design trends that suck
Methodology fads that suck
The problem with ROI focus
What has changed
HOW TO PRODUCE GREAT ADS
Setting yourself up for success
A personal account of a large organization’s nightmare
The tried and true

2. “Talk to me and mean it” your customer said
The art of convincing,
brought to you by Aristotle
Convincing Findings from the field
More on persuasion
The several levels of reading and consequently writing
Levels of reading, illustrated
The features snake and benefits ladder
The babysitter benefit ladder
Do it. Now!
Value curves as a blueprint
for differentiation
Forget the 4P’s. Broaden your mind with the EVAS
What a picture is really worth
Anony-fa-mous
What you should really measure
It is okay to suck. (What? After all those things you said?)
AND IF AN AD WASN'T AN AD ANYMORE
The Big Switch
The times of the campaign, they are long gone
Content ain’t no king. Content is a bitch
Which medium to use
Agile asset production
Co-creation, your salvation
Make your content remarkable. Make your content roar.
The era of the story manager
A way of life
A FEW WORDS FOR THE WISE ON THE CORPORATE LADDER
-Where are trust & courage? -They’ve been displaced.
We march along and these are the words we say
Innovate cleverly and at the right pace
A FEW TIPS FOR THE AMBITIOUS MARKETING GREENHORN
Don't be afraid. I'm going to give you the advice I never had.
FINAL WORDS OF ADVICE
Don't take yourself seriously
Stick your neck out
Take a walk
Feed Your Head
WORDS FROM THE WISE AND DEDICATED
Quotes
More Quotes
You Inspired me. Thanks!
Copyright © 2016 Guillaume Rigal
Get the book: http://kick.raahh.com