WARNING: THIS BOOK IS SHORT AND EXPENSIVE. It is merely 12,000 words long. You can practically read that in your sleep. It's probably only 10% as long as another, very famous book by a Famous Ad Man On Advertising. If you believe you pay by the word, this book costs ten times more than his. But this book also challenges things you think you know. Things like, "Say the advertiser's name in the first seven seconds...