Continuing the acclaimed Classic Coca-Cola Collectibles series of reference guides, this colorful new volume describes, depicts, and values the highly sought after paper and cardboard advertising and promotional signs produced by the Coca-Cola Company in the closing years of the nineteenth century and throughout the first half of the twentieth century. With the cooperation of The Coca-Cola Company, co-authors Allan Petretti and Chris Beyer have combined their expertise and talents to compile this first-ever comprehensive study of Coca-Cola's creative and memorable signs. Featured are color photographs of many of the most rare, unusual, and treasured examples of an advertising medium that convincingly blended artistry with marketing prowess, and helped to make Coca-Cola the most recognized trademark in the world.-- Features more than 400 color photographs of the most rare and desirable signs-- Provides detailed item descriptions, including release dates, dimensions, variations, and Petretti Identification Numbers, which help assure accuracy in buying, selling, or trading vintage Coca-Cola collectibles-- Includes detailed condition-evaluation guidelines, and an up-to-date value determination guide-- Describes how to care for, preserve, and display paper and cardboard artifacts.