My Life in Advertising and Scientific Advertising / Edition 1by Claude Hopkins
Pub. Date: 01/11/1966
Publisher: McGraw-Hill Professional Publishing
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.
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When I treated advertising as an art, I was living in the red. It is definitely a Science. Now that I approached it like science I can start living because my Business MAKE money. The Madison Avenue guys have a lot to learn. Sean is also spot on with his review.
My life in advertising is pure gold--and like pure gold, it's not exactly at the surface. You have to dig through Claude's words and stories. If you don't understand this book, and can't make at least $10,000 from one idea...then you deserve not to. As for advertising being an art...ah well. (rolling eyes).
its a wonderful book ,every person who has jus started wid advertising must read tis book as its a steping stone for advertising ,though in todays world you need to work on sme principals which are not mentioned in tis book ,but still u hav to start wid tis book & then built on it...advertising a mixture of art & science ,but unfortunately most of us advertising forget tis ,tis book brings you bck to tht part of advertising as science
Unfortunetely, the author seems to forget that advertising should never be looked at as a science, it is an art.