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Chapters
- ch01 How Advertising Laws Are Established (5)
- ch02 Just Salesmanship (5)
- ch03 Offer Service (3)
- ch04 Mail Order Advertising – what it teaches (6)
- ch05 Headlines (4)
- ch06 Psychology (6)
- ch07 Being Specific (4)
- ch08 Tell Your Full Story (4)
- ch09 Art in Advertising (4)
- ch10 Things Too Costly (5)
- ch11 Information (4)
- ch12 Strategy (4)
- ch13 Use of Samples (6)
- ch14 Getting Distribution (4)
- ch15 Test Campaigns (5)
- ch16 Leaning On Dealers (3)
- ch17 Individuality (2)
- Ch18 Negative Advertising (1)
- ch19 Letter Writing (4)
- ch20 A Name That Helps (2)
- ch21 Good Business (3)