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Index
Cover
My Life in Advertising & Scientific Advertising
Copyright Page
Foreword
Contents
My Life in Advertising
Preface
One: Early influences
Two: Lessons in advertising and selling
Three: My start in business
Four: How I got my start in advertising
Five: Larger fields
Six: Personal salesmanship
Seven: Medical advertising
Eight: My Liquozone experience
Nine: The start of my seventeen years with an advertising agency
Ten: Automobile advertising
Eleven: Tire advertising
Twelve: Early history of Palmolive
Thirteen: Puffed grains and Quaker Oats
Fourteen: Pepsodent
Fifteen: Some mail-order experiences
Sixteen: Reasons for success
Seventeen: Scientific advertising
Eighteen: My great mistake
Nineteen: Some things personal
Scientific: Advertising
I: How advertising laws are established
II: Just salesmanship
III: Offer service
IV: Mail order advertising—what it teaches
V: Headlines
VI: Psychology
VII: Being specific
VIII: Tell your full story
IX: Art in advertising
X: Things too costly
XI: Information
XII: Strategy
XIII: Use of samples
XIV: Getting distribution
XV: Test campaigns
XVI: Leaning on dealers
XVII: Individuality
XVIII: Negative advertising
XIX: Letter writing
XX: A name that helps
XXI: Good business
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