I couldn't tell from the B/W in Dales' book which small chip he was illustrating. There are several denominations. The reverse of the one I scanned was a 5c chip. Here is a scan of the reverses of the two different I have.

As I'm sure you noticed, Dale only listed representative chips of each type. There are many more of lots of the advertising chips in different colors, etc. The BudJones I scanned is one of hundreds that exist, but Dale's book only shows one to illustrate the type of ad chip they use. I'd suggest you continue the same approach, but eventually there needs to be a catalog or web site of all known chip-maker ad chips. I will be a big undertaking!

As the chiptioneer says, "thanks for what you did do" [g].