Ebook Download Scientific Advertising, by Claude Hopkins
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Scientific Advertising, by Claude Hopkins
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This Edition Includes: How Advertising Laws Are Established - Just Salesmanship - Offer Service - Mail Order Advertising - What It Teaches - Headlines - Psychology - Being Specific - Tell Your Full Story - Art in Advertising - Things Too Costly - Information - Strategy - Use of Samples - Getting Distribution - Test Campaigns - Leaning On Dealers - Individuality - Negative Advertising - Letter Writing - A Name That Helps - Good Business
- Sales Rank: #43252 in Books
- Published on: 2014-02-12
- Original language: English
- Number of items: 1
- Dimensions: 9.02" h x .21" w x 5.98" l, .31 pounds
- Binding: Paperback
- 88 pages
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.
Most helpful customer reviews
12 of 12 people found the following review helpful.
Not the original book
By Carol Youmans
This is not the Original version of Scientific Advertising. As another customer noted - it's been changed. There are word changes, typos, and paragraphs have been altered. You can get the original version at the Library on Congress for free. It takes a bit to print it out but it's worth it. Since the original book was written in 1923 it's really important to read the ORIGINAL TEXT the way the author wrote it.
2 of 2 people found the following review helpful.
Flawless and timeless.
By Cezary
The only flaw I could think of is the slightly archaic wording at times. But the insights are so clear and simple, it's still an easier read than most other business related books.
It's more like a bible for entrepreneurs. A much needed reality check against today's ridiculous "industry standards" and advertising scams. (Like "branding", "PR", "exposure" and other nonsense advertising/marketing activities).
If you're an entrepreneur or marketer or copywriter, then not having heard of Claud Hopkins is like being an investor and... having never heard or Warren Buffett. (Or, like being a Science fiction expert and not having heard of Star Wars). Embarrassing at best.
If you're looking for reliable business partners, ask them if they've read this book. (Be suspicious if they haven't). And ask them what they think. (Be suspicious if they weren't amazed).
1 of 1 people found the following review helpful.
Brain food
By daryl
I've read this book twice in about 4 days and I am ready to read again. The insight in this book is really great. I always wanted to write copy but didn't know where to turn until I came across Gary halbert and his recommendations. This book will not teach you how to write ads, instead it provides much more valuable insights. It will teach how to train your brain to write better copy. It will show you how to view advertising differently in a more effective way.
If you want knowledge and ways to get better at copywriting then this book is a MUST.
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