Scientific Advertising Paperback – 18 Jan 2010
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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.
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Top Customer Reviews
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.
If you are in this kind of business you don't want to miss it.
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.
Most Recent Customer Reviews
If you work in marketing or advertising, read it. It's that simple. You will not believe that it was written in 1923.Published 22 months ago by J Welch
Good book, Covers alot more than I needed but if your into marketing in anyway im sure this can help you.Published 22 months ago by Shaun