Selling it : the incredible shrinking package and other marvels of modern marketing / by Leslie Ware and the editors of Consumer reports.

Format:

Book

Author/Creator:

Ware, Leslie.

Language:

English

Subjects (All):

Deceptive advertising.

Consumers.

Quality of products.

Physical Description:

xvii, 202 pages : color illustrations ; 24 cm

Place of Publication:

New York : Norton, 2002.

Summary:

Just How Much Will You Pay for Those "Ten Free Minutes" of Long Distance? Will "slimming insoles" do more than cushion your tired feet? Are you really the "guaranteed winner" of a $10 million sweepstakes? For more than twenty years, the "Selling It" column of Consumer Reports has been poking fun at come-ons like these and, more important, bringing them to the attention of millions of consumers. Collected here are the best -- that is, the worst -- examples from columns of the past decade. Whether revealing what's inside "official government" envelopes, illustrating the lunacies of labeling, debunking mysterious medical potions, or looking at the ever-more-clever ways in which packaging is designed to deceive, Leslie Ware and her fellow editors expose and inform in equal parts. With historical context and tips for consumers, Selling It offers entertaining reading and constructive solutions, and proves once again that in today's marketplace, vigilance is all.

Contents:

1 This Masquerade 1

2 Fire the Copywriter! 17

3 Picture This 43

4 Ready, World? 61

5 Medical Miracles 75

6 What a Deal 99

7 Food Follies 127

8 You May Already Have Lost 149

9 The Auto Show 163

10 Size Matters 181

11 'Nuff Said 195

Who Ya Gonna Call? 198.

ISBN:

039332172X

OCLC:

47142004