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Scientific Advertising Paperback – 18 Jan 2010

4.6 out of 5 stars 12 customer reviews

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Product details

  • Paperback: 80 pages
  • Publisher: www.snowballpublishing.com (18 Jan. 2010)
  • Language: English
  • ISBN-10: 1607962365
  • ISBN-13: 978-1607962366
  • Product Dimensions: 15.2 x 0.5 x 22.9 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Bestsellers Rank: 1,049,500 in Books (See Top 100 in Books)

Product Description

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. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. -- Dieser Text bezieht sich auf eine andere Ausgabe: Paperback.


Customer Reviews

4.6 out of 5 stars
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Can a book first published eighty years ago teach you anything about advertising in the Internet age? It can if the book is "Scientific Advertising" by Claude Hopkins.

Claude Hopkins was a pioneer in advertising and copywriting but his impact today is probably seen most through his influence on the modern direct response marketing experts like Jay Abraham.. I have heard him say that he must have read this book over sixty times and that he gets something new from the book every time that he reads it.

It was Claude Hopkins who came up with the idea that advertising is just "salesmanship in print." He is one of the foundation stones for direct response marketing and he pioneered ways of testing the different elements of copy against each other until the best, most successful version was found and could be rolled out as the main promotional campaign. This is the essence of scientific advertising.

His advertising laws are established in what has been proven to work and if you look at current copywriting guidelines, these rules are still valid.

The early chapters of Scientific Advertising are easy to read but I did find that the book became increasingly heavy going. However the book is a marketing classic and a book that anyone who is serious about developing their marketing or copywriting knowledge has to read at least once.

I rate Scientific Advertising at 4 Stars - a valuable book that is important to read but not essential for the general small business owner.
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This book is so good it's very surprising how long ago it was written. It is one of those reads that are required for every marketeer or advertiser. Not only because Claude Hopkins is one of the first modern advertising genius but also because the information given is still very applicable nowadays.

If you are in this kind of business you don't want to miss it.
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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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Format: Paperback Verified Purchase
Very intersting theme. The book is from the 60's and there are some gaps
about using internet in a different way as printed papers.
Nevertheless some human routines are the same and the core information
in this books are essential knowledge for marketer.
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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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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.
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