Which ad pulled best? : 40 case histories on how to write and design ads that work

Chapter 1: The Who-What-How of Testing Printed Advertising Chapter 2: It's the Benefit: Analysis of Which Ad Pulled Best? Examples Reveal How to Make Advertisements Pull Better Chapter 3: What to Do to Get Attention, Create Desire, and Get Action When You Write Advertisements Chapter 4: PACT Principles of Copy Testing Chapter 5: Interviews with Experts:Answers to Common and Important Questions about Advertising Chapter 6: 40 Sets of Consumer Advertisements Tested by Gallup & Robinson