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Philosophy of Advertising | |
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In Which the Wizard Examines the Question: "What Makes People Do the Things They Do?" | |
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The Energy of Words | |
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Specifics and Generalities | |
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Dead Cows Everywhere | |
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Uniquely Unqualified | |
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Selling the Inside Champion | |
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b' b' b' Bennie and the Jets | |
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What Is Branding? | |
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Category Dominance | |
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Who Is Your Customer? | |
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Good Ol' Hamp Baker! | |
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Digging for the Diamond | |
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Money, a Name, and a Difference | |
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Seeing Your Customer Real | |
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The Changing Face of the Rich | |
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Out of Style | |
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You Meet the Most Interesting People | |
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The Wizard Who Got Away | |
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Room With A View | |
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In Which the Wizard Explains the Functions of the Brain and the Power of Imagination | |
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Living with Tarzan in the Jungle | |
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Imagination and Sympathy | |
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One Big Assumption | |
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Wernicke and Broca | |
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Second-Hand Knowledge | |
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Perceptual Reality | |
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A Problem with Details | |
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The Magic Square | |
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Huebner's Fifth Rule of Mountaineering: Never Look Where You Don't Want to Go | |
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Escape the Dungeon of Depression | |
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Emily Lives Inside Herself | |
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Side Door Into the Mind | |
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In Which the Wizard Tells You How to Get People to Do What You Want Them to Do | |
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Sing a Little Song, Dance a Little Dance | |
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Surprising Broca | |
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The Ad Writer as Poet | |
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A Spoonful of Sugar | |
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Way Too Stupid | |
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Songs with Words, Pictures with People | |
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John Young's Fortune | |
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The Six Tugs-of-War: 1. Intellect vs. Emotion | |
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The Six Tugs-of-War: 2. Time vs. Money | |
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The Six Tugs-of-War: 3. Opportunity vs. Security | |
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The Six Tugs-of-War: 4. Style vs. Substance | |
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The Six Tugs-of-War: 5. Pain vs. Gain | |
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The Six Tugs-of-War: 6. Sight vs. Sound | |
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Are You Driving the Dog Crazy? | |
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How Long Is the Race? | |
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The Midnight Street Sweeper | |
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Turning Lead Into Gold | |
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In Which the Wizard Explains the Mechanics of Miraculous Ad Writing | |
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Did Rembrandt Paint by Number? | |
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Huebner's Second Rule of Mountaineering: No Guts, No Glory | |
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Have You Calculated Your APE? | |
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"All for One, and One for All" | |
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You Can't Hear a Decimal Point | |
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You Must Be Present to Win | |
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Nitroglycerin | |
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The Secret Path to Miraculous Ads | |
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What Do You See? | |
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Sequencing Mental Images | |
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Calculating the Ad Budget | |
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Cost per What? | |
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The Goose and the Gander | |
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Radio Scheduling | |
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Television Scheduling | |
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Seeing Yourself Real | |
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Change Is Inevitable, Growth Is Optional | |
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Doing the Hard Thing | |
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In Which the Wizard Offers Advice on Managing a Business | |
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Huebner's First Rule of Mountaineering: Climb with Passion | |
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The Three Worlds of Business: 1. The World Outside Your Door | |
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The Three Worlds of Business: 2. The World Inside Your Door | |
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The Three Worlds of Business: 3. The World of the Executive Office | |
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Banker Talk | |
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Have You Fixed the Leak in Your Boat? | |
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Not So Stupid | |
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Who's Buying from Sam? I Am! | |
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Better Jewelry, Better Jeweler? | |
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Waiting for Breakthrough | |
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The Other Side of Breakthrough | |
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Huebner's Sixth Rule of Mountaineering: There's Always Room on the Rope for a Person with Honor | |
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Mountain-Climbing Millionaires | |
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A Bright Red Bow Tie | |
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Writing Classified Ads for Employment | |
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Right Person, Wrong Job | |
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Regression to the Mean | |
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How to Get Exceptional Service | |
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Would You Believe Twenty-Six to One? | |
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Huebner's Third Rule of Mountaineering: Expect Dead Ends | |
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Don't Get Your Panties in a Bind | |
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Of All the Bad Luck! | |
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How, Then, Should We Live? | |
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In Which the Wizard Explains the Art and Science of Life | |
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The American Year | |
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Will You Go for the High Note? | |
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George Just Wants to Be Left Alone | |
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Poky's Wisdom | |
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Johnny and Sam | |
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A Pinpoint in the Darkness | |
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Teedie the Asthmatic | |
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Choose to Be Lucky! | |
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UFO Taxi | |
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History's Greatest Hoax | |
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Oscar | |
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What Price Success? | |
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Harold and Jeff | |
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Golden Apples | |
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What I Learned at a Bar Mitzvah | |
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Huebner's Fourth Rule of Mountaineering: Never Turn Your Back on Your Partner | |
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New Kid | |
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A Letter from William Lederer to Admiral David McDonald | |
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The Wizard's Glossary | |
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The Wizard's Index | |
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About the Wizard | |
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How to Order the Wizard's Books | |
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The Wizard's Final Word | |