- Paperback: 336 pages
- Publisher: McGraw-Hill Contemporary; Reprint edition (1 Jan. 1966)
- Language: English
- ISBN-10: 0844231010
- ISBN-13: 978-0844231013
- Product Dimensions: 15.2 x 2.4 x 22.9 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (8 customer reviews)
- Amazon Bestsellers Rank: 225,241 in Books (See Top 100 in Books)
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) Paperback – 1 Jan 1966
|New from||Used from|
- Choose from over 13,000 locations across the UK
- Prime members get unlimited deliveries at no additional cost
- Find your preferred location and add it to your address book
- Dispatch to this address when you check out
Frequently Bought Together
Customers Who Bought This Item Also Bought
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your e-mail address or mobile phone number.
More About the Author
About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
Inside This Book(Learn More)
What Other Items Do Customers Buy After Viewing This Item?
Top Customer Reviews
I agree with the guru's the man was a genius, I have copies in my collection of various ads that Mr Hopkins created. Not only was he a great copywriter he understood how to structure deals to generate interest, using coupons and direct response mechanisms, that can easily be applied to today.
Here's a quote to end this review.
`Argue anything for your own advantage and people will resist to the limit. But seem unselfishly to consider your customers desires, and they will naturally flock to you.'
It's one of those books you need to read a few times, making notes in the margin, asking yourself the question. How can I apply this to my business?
This book is an interesting historical resource - I remember that my mother had a Bissels carpet sweeper, and it is therefore interesting to discover how Hopkins helped them achieve market domination through the development of a USP which, interestingly, had nothing to do with the machines' technology. We also learn of Hopkins' involvement with other brands that are still well known today - Palmolive, Goodyear Tyres and Quaker Oats - while it is also interesting to realise how many of the great brands of the 1880s to 1920s have now vanished.
Hopkins wrote the book as a guide to others, and opinions will differ as to whether what he says about advertising is still relevant. Hopkins repeats the importance of testing advertising effectiveness, tracing the cost of acquiring a customer, the value of subsequent sales and the lifetime value of a customer. He believed in testing on a small scale first, and demonstrated that sales statistics calculated on those small scale tests would be repeated later in larger, often national, campaigns. He emphasises that it is the headline of an advertisement that gets attention and makes the difference, having tested many adverts with the same content but different headlines and tracked different response rates. He believed in telling the story about a product and using personal stories about key people in businesses.Read more ›
who would find this book useful:
copywriters, Internet marketers,advertisers of all kinds, direct mail or anything to do with REAL marketing.
this book is a classic but its not a 'short course' - for that purpose I would recommendVictor Shwartz How to write a good advertisement.How to Write a Good Advertisement which is practical and straight to the point.
Most Recent Customer Reviews
No doubt this book is interesting. Hopkins is a pioneer in testing ads and there are techniques which still hold true today. Read morePublished on 6 Sept. 2011 by Ondrej Ilincev
I bought this for my husband it arrived very quickly & we were kept informed. I can't comment on the book itself but my husband think it's fab!!Published on 23 July 2010 by Finchlings