Scientific Advertising

Front Cover
The Floating Press, Jan 1, 2009 - Business & Economics - 122 pages
Many regard a successful marketing campaign as a mystical, hard-to-define feat that only happens when the stars align and other intangible factors happen to fall into place. Author Claude Hopkins takes the opposing view, arguing that successful advertising can be boiled down to a handful of empirical variables and scientific principles. This classic of the marketing genre is a must-read for aspiring businesspeople and entrepreneurs.
 

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Contents

Chapter One How Advertising Laws are Established
5
Chapter Two Just Salesmanship
12
Chapter Three Offer Service
19
Chapter Four Mail Order Advertising What it Teaches
23
Chapter Five Headlines
31
Chapter Six Psychology
37
Chapter Seven Being Specific
45
Chapter Eight Tell Your Full Story
50
Chapter Twelve Strategy
73
Chapter Thirteen Use of Samples
79
Chapter Fourteen Getting Distribution
87
Chapter Fifteen Test Campaigns
93
Chapter Sixteen Leaning on Dealers
100
Chapter Seventeen Individuality
104
Chapter Eighteen Negative Advertising
107
Chapter Nineteen Letter Writing
109

Chapter Nine Art in Advertising
55
Chapter Ten Things Too Costly
61
Chapter Eleven Information
68
Chapter Twenty A Name that Helps
114
Chapter Twenty One Good Business
117
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