Selling It

Selling It

by Leslie Ware

Paperback

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Overview

A hilarious and revealing collection of inventive, misleading, and absurdly amusing marketing ploys, culled from Consumer Reports.


Just how much would you pay for those "10 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 keeping tabs on come-ons like these, poking fun at and, more important, bringing them to the attention of millions of consumers. Collected here are the best—that is, the worst—from the past decade. Whether showing 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 again that in today's marketplace, vigilance is all.

Product Details

ISBN-13: 9780393321722
Publisher: Norton, W. W. & Company, Inc.
Publication date: 01/01/2002
Pages: 196
Product dimensions: 7.00(w) x 9.30(h) x 0.60(d)

About the Author

Leslie Ware is features editor of Consumer Reports, the monthly magazine of Consumers Union, a nonprofit, independent organization providing information on goods, services, health, and personal finance.

Table of Contents

Introductionxi
1This Masquerade1
2Fire the Copywriter!17
3Picture This43
4Ready, World?61
5Medical Miracles75
6What a Deal99
7Food Follies127
8You May Already Have Lost149
9The Auto Show163
10Size Matters181
11'Nuff Said195
Who Ya Gonna Call?198

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Selling It 5 out of 5 based on 0 ratings. 1 reviews.
Guest More than 1 year ago
As a marketer, I've always loved the 'Selling It' column in Consumer Reports. Each month offers humorous examples of how not to market your products and services! This entertaining book captures the best of the scams, misleading copy, convoluted syntax and laugh-out-loud idiocy that companies have tried to slip past us over the years. A great collection!