Scientific Advertising

by Claude C Hopkins

Overview

American advertising pioneer CLAUDE C. HOPKINS (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today.

In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn:

. how advertising laws are established
. the importance of just salesmanship
. why businesses must offer service
. mail order advertising: what it teaches
. what makes headlines effective
. understanding customer psychology
. how to use art in advertising
. how to use samples
. the best way to test campaigns
. the impact of negative advertising
. and much more.

Product Details

ISBN-13:	9781605200453
Publisher:	Cosimo Classics
Publication date:	12/01/2007
Pages:	92
Product dimensions:	5.00(w) x 8.00(h) x 0.22(d)

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.