2. THE DOW

3. THE TA-100

4. MORE FLEXIBLE MORE NIMBLE MORE COST EFFECTIVE

5. SMART MARKETERS WILL SHARE RISKS AND REWARDS.

6. A MOVE TO DIGITAL.

8. THE BEST WAY TO MANIPULATE POPULAR CULTURE.

9. THE POWER OF THE STORY.

10. MYTH #1 EVERYTHING HAS CHANGED.

11. Source: Nielsen Media Research Based on the percentage watching an average prime-time minute during the first three weeks of each television season THE CRASH OF ‘04

12. Late 80sNow Source: Nielsen/Arbitron Persons 12+ FRAGMENTATION

13. ROUGHLY 380 B.C.

15. “THERE IS NO LEARNING WITHOUT EMOTION.” -PLATO

16. “IN ANY NEW TECHNOLOGY, A GREAT STORY IS ALWAYS THE KILLER APP.” - MICHAEL EISNER

17. Source: 2008 Forbes List MICHAEL EISNER’S NET WORTH: $1.1 BILLION

18. FABLES, PARABLES AND SOMETIMES ADVERTISING.

19. Source: Arbitron 2005 LIFE CHANGING EVENTS

20. Source: BIG research Simultaneous Media Usage Survey MULTI-TASKING

21. MYTH #2 THE CUSTOMER IS IN CONTROL.

22. IT’S EASIER THAN EVER TO SHUT YOU OFF.

23. IT’S EASIER THAN EVER TO FALL IN LOVE.

24. STAY LOOSE AND BACK WINNERS.

27. 100 MILLION HITS, IN TWELVE DAYS.

28. FLY BELOW THE RADAR.

29. CONSISTENCY IS GOOD SURPRISE IS BETTER.

30. TAKE A GIANT STEP BACKWARD.

31. DON’T FEED THE GORILLA.