Other editions of book Scientific Advertising

Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless.

With this edition of Claude Hopkins' classic 1923 book Scientific Advertising, you can rest assured that it is error-free. This print edition contains the complete and unabridged text from the original 1923 Library of Congress publication of Claude Hopkins' classic book Scientific Advertising. Each word of the 1923 Library of Congress edition has been compared with each word of this text to eliminate errors. Any remaining discrepancies are explained in footnotes. Many of the greatest direct marketers and advertisers recommend this book from David Ogilvy to Jay Abraham. This book is the precursor to the modern phenomenon in advertising of Big Data, which is merely the conclusion one reaches in a digital age after thoroughly understanding this groundbreaking book.Scientific Advertising contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.

Scientific Advertising is an important work on advertising from the early 20th century and is still used today by those learning the basics and more advanced parts of the advertising field. The author of Scientific Advertising, Claude C. Hopkins, is well known as the father of modern advertising techniques, and this book has been widely used by students of advertising and marketing. This book covers many important aspects of advertising including how advertising laws are established, mail order advertising, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign.

Scientific Advertising by Claude Hopkins The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood. The correct methods of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proven principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals. If we enter any realms of uncertainty we shall carefully denote them. Claude Hopkins (1866–1932) was a terrific copywriter and advertising expert. His experience in advertising had made him the most sought-after guru when it comes to advertising and salesmanship training. He earned an unparalleled salary of $185,000 in 1907 while he was working for Lord & Thomas. In his book Scientific Advertising, he stated that “The time has come when advertising in some hands has reached the status of a science.” He invented coupons to track the effectiveness of advertisement. Also, he incorporated the money back guarantee that is widely used nowadays. His advice is even more valuable today in the Internet Marketing era than it was during the 1920s.

David Ogilvy said of Scientific Advertising, "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." In Scientific Advertising Claude C. Hopkins outlines testing and measuring based advertising thereby reducing potential losses of unsuccessful campaigns and maximizing the effectiveness of profitable ones. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot". Claude C. Hopkins was one of the great advertising pioneers believing that advertising existed only to sell something and should be measurable and justify the results that it produced. Hopkins worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. Hopkins insisted copywriters researched their client products and produce reason-why copy. He also asserted that a good product was its own best salesperson and as such sampling was an excellent tactic to increase sales.

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.

Scientific Advertising is an important work on advertising from the early 20th century and is still used today by those learning the basics and more advanced parts of the advertising field. The author of Scientific Advertising, Claude C. Hopkins, is well known as the father of modern advertising techniques, and this book has been widely used by students of advertising and marketing. This book covers many important aspects of advertising including how advertising laws are established, mail order advertising, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign.

An Unabridged Edition To Include: 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