Selling It: The Incredible Shrinking Package and Other Marvels of Modern Marketing

In Selling It: The Incredible Shrinking Package and Other Marvels of Modern Marketing, Leslie Ware and the editors of Consumer Reports question sales pitches, claims about what a product can do and more. Their amusing review of outlandish marketing ploys turns a magnifying glass on advertisements from American Express to Rogaine. In the ""Fire the Copywriter!"" chapter, the authors chastise a Sanyo ad that proudly proclaims its cordless can opener's Y2K compliance; in ""Medical Miracles"" they point out that a Bausch & Lomb ad for Computer Eye Drops (designed to relieve eyes that have become strained by staring at a computer) suggests customers visit the company's Web site. ( Jan.)