Scientific Advertising

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Cosimo, Inc., Jan 1, 2010 - Business & Economics - 92 pages
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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.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.
 

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Contents

I
13
II
19
III
23
IV
27
V
33
VI
37
VII
43
VIII
47
XII
63
XIII
67
XIV
73
XV
77
XVI
81
XVII
83
XVIII
85
XIX
87

IX
51
X
55
XI
59
XX
91
XXI
93
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