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Index
Cover Frontmatter 1. Introduction: “Press as Corrected, G.B.S.” 2. Prescription and Petrifaction: Proprietary Medicine, Health Marketing, and Misalliance 3. “The Shadow of Disrepute”: G.B.S. and Testimonial Marketing 4. “The Biggest Scoop in Advertising History”: Personality Marketing, G.B.S., and the Near-Testimonial 5. “Those Magic Initials, G.B.S.”: Copywriting for the Irish Clipper Backmatter
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