Table of contents : Cover Jacket Title Page The Book Other Books by David Ogilvy About the Author Contents Foreword The Story Behind This Book Four Problems My Last Will And Testament Half Title Background I How to Manage an Advertising Agency II How to Get Clients III How to Keep Clients IV How to Be a Good Client V How to Build Great Campaigns VI How to Write Potent Copy I. Headlines II. Body Copy VII How to Illustrate Advertisements and Posters Advertisements VIII How to Make Good Television Commercials IX How to Make Good Campaigns for Food Products, Tourist Destinations and Proprietary Medicines Food Products Tourist Destinations Proprietary Medicines X How to Rise to the Top of the Tree (Advice to the Young) XI Should Advertising Be Abolished? A Collection of Ogilvy — isms Back Cover