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Scientific Advertising
     

Scientific Advertising

5.0 2
by Claude Hopkins
 

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2016 Reprint of the 1923 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. "Scientific Advertising" is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy wrote that "Nobody should be allowed to have anything to do with

Overview

2016 Reprint of the 1923 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. "Scientific Advertising" is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot". The book also contains information on how to write advertising that sells.

Product Details

ISBN-13:
9781877527067
Publisher:
The Floating Press
Publication date:
01/01/2009
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
142 KB

Meet 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.

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Scientific Advertising 5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Anonymous More than 1 year ago
I purchased this book. I haven't received it yet but let me tell you first hand from being employed at an advertising agency, that anything that has Ogilvy's name on it is worth looking into. Claude had indeed done a lot of amazing work and it will be an interesting read guaranteed. I recommend it already!