An Examination of that Form of Deception Called Puffery
Puffery is a marketing term which pertains to the “message" part of the promotional mix. The term itself has become the subject of discussion for two reasons: 
 
1) 
 
From a legal standpoint, puffery is legitimate and is, in fact, a permissable form of communication. 
 
 
 
 
2) 
 
Puffery and truth substantiated by fact are recognized as two different types of information.
Is Advertising Believability Really Important?
Most advertisers feel that to be effective, each advertisement must be noted, understood, and believed. Dr. Maloney draws upon a broad research background to demonstrate that an advertisement can be effective without being completely believed!
Thorium in monazite sand; separation and determination by precipitation from homogeneous solution
A new method is described which consists of three steps: (1) decomposition of the monazite sand with perchloric acid; (2) separation of thorium and the rare earths by hydrolysis of methyl-oxalate in acid solution; and (3) separation of thorium from the rare earths by hydrolysis of urea in the presence of formic acid. The authors consider the method to be accurate and rapid.