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Product Description
Product Description
Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless.
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
You wouldn't believe it's written in 1923! It's content (with slight exceptions) is still valid. And this makes this book a timeless masterpiece to read. It's quite easy to read - few hours. But conscise and full of insightful information. It looks like it was a great inspiration for David Ogilvy.
Format:Paperback
The book applies the principles of mail order classified panel advertising to the general theory of panel advertising as done by Advertising Agencies. This book is the standard text for those who critisize Ad agencies insistance on spending enormous sums of client money without any way of evaluating the results achieved.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
18 reviews
35 of 36 people found the following review helpful
A Masterwork to This Day
22 Dec 2003
Format:Paperback
All the modern giants of advertising still swear by this book. Ogilvy even claimed it changed his life (in advertising anyway, but who knows, advertising is Ogilvy's life). The book is amazing in both its simple and direct approach. It's relatively short, yet packed with information of use to anyone interested in advertising.
Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings.
One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.
Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest.
All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it.
24 of 25 people found the following review helpful
Scientific Advertising -- The Best Advertising Book Ever!
8 Aug 1997
Format:Paperback
Claude Hopkins invented test marketing, sampling technology and the concept of pre-emptive advertising. The concepts he reveals in this book have been used by advertisers for decades and he is recognized by marketing experts such as Jay Abraham as a genius in his field. Scientific Advertising is an all-time classic book and
you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.
you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.
6 of 6 people found the following review helpful
The King Still Lives
5 Mar 2008
Format:Paperback
There is an old saying that goes, "there is nothing new but what has been forgotten." Advertising is about 100 years old, but the science and art behind what appears to buying psychology, really hasn't changed that much. If you study this work of Claude C. Hopkins, you will understand that he pioneered methods that are still used today. David Ogilvy was another one of these pioneers, and he said, "no one should be in advertising that has not read Scientific Advertising at least seven times." If you study any of the notable marketing gurus today (e.g. - Dan Kennedy), they are just positioning what Claude has said in a contemporary format. And even marketing for the Internet - if you look beyond the HTML bells and whistles - is still utilizing the basic psychology of sales letter generation, and copywriting, that Claude pioneered.
www.randykempcopywriting.com
www.randykempcopywriting.com
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