Scientific Advertising (by Claude C. Hopkins)
Chapter 1: How Advertising Laws Are Established
Chapter 2: Just Salesmanship
Chapter 3: Offer Service
Chapter 4: Mail Order Advertising - What It Teaches
Chapter 5: Headlines
Chapter 6: Psychology
Chapter 7: Being Specific
Chapter 8: Tell Your Full Story
Chapter 9: Art in Advertising
Chapter 10: Things Too Costly
Chapter 11: Information
Chapter 12: Strategy
Chapter 13: Use of Samples
Chapter 14: Getting Distribution
Chapter 15: Test Campaigns
Chapter 16: Leaning on Dealers
Chapter 17: Individuality
Chapter 18: Negative Advertising
Chapter 19: Letter Writing
Chapter 20: A Name That Helps
Chapter 21: Good Business
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