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Scientific Advertising
 
 

Scientific Advertising [Kindle Edition]

Claude Hopkins
4.5 out of 5 stars  See all reviews (6 customer reviews)

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Product Description

Product Description

The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analysed until they are well understood. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic laws.

Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk.
Therefore, this book deals, not only with theories and opinions, but with well-proved principles and facts. It is written as a textbook for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them.

The present status of advertising is due to many reasons. Much national advertising has long been handled by large organisations known as advertising agencies. Some of these agencies, in their hundreds of campaigns, have tested and compared the thousands of plans and ideas. The results have been watched and recorded, so no lessons have been lost.

Such agencies employ a high grade of talent. None but able and experienced men can meet the requirements in national advertising. Working in co-operation, learning from each other and from each new undertaking, some of these men develop into masters.

About the Author

Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.

Product details

  • Format: Kindle Edition
  • File Size: 179 KB
  • Print Length: 90 pages
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B00ACUT2AW
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: #283,369 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
3.0 out of 5 stars Content great, product not so good. 5 Feb 2013
Format:Paperback|Verified Purchase
Bought this book after a recommendation and it has proven a very interesting read. Only reason for the 3-star review is the quality of the product itself rather than the content. The book is now public domain but I assume the original pictures may be covered under a different copyright law and are therefore not included. This means that where the book refers to a particular advertisement they are actually not present. I'm sure they'd be fairly easy to track down online though but the same could be said for the book itself. Also there are quite a few typos which leads to a little bit of re-reading of lines in order to work out what they are supposed to say. Definitely worth reading if you are starting out or want to brush up on your advertising knowledge and as other reviewers have noted, it's amazing how relevant much of the content remains even in the digital age.
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1 of 1 people found the following review helpful
5.0 out of 5 stars A Timeless Masterpiece 15 Nov 2009
Format:Paperback|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.
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5.0 out of 5 stars good book 21 Jan 2013
Format:Paperback|Verified Purchase
A book to be read by any one needing to get more information on modern day advertising. A good read.
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