MADvertising - 1972

• Written by: Dick DeBartolo
• Cover and Interior Artist: Bob Clarke
  
  
• Known printings: Signet 7 / Warner 1
  

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• Foreword - How This Book Came To Be...
• Advertising Principles Through the Ages
• Label Wording
• Package Size Variety
• "NEW"
• Remerchandising
• New Uses
• Ideal Christmas Gift
• Bargain Pricing
• Wording that defeats its own purpose
• Sexy, Smutty, Come On Covers to sell slow moving books
• Good news outer packaging, bad news inside...
• The Asterisk
• "Cents Off" deals
• Statistics don't lie but bend the truth!
• Games and Premiums
• Trading Stamps
• Ads can tell you the size of the company
• Future Airline Gimmicks
• Omitting an actual product picture
• Low priced "look-alike"
• Editing for TV Commercials
• Fooling your sense of size
• Commercial Soundtracks
• Cropping photos
• Omitting negative text
• Inclusion of text raises buyer alarm about the competition
• Honesty in Want Ads
• Totally Honest Labels
• Honest Car Names
• Valuable Coupons