Scientific Advertising

Front Cover
Cosimo, Inc., Jan 1, 2010 - Business & Economics - 92 pages
24 Reviews
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.
 

What people are saying - Write a review

User ratings

5 stars
9
4 stars
7
3 stars
6
2 stars
2
1 star
0

Maybe the writing style just didn't work for me. - Goodreads
Advertising is based on research and psychology. - Goodreads
Not a single reference to a real study. - Goodreads
The principles of ad writing still apply. - Goodreads

Review: Scientific Advertising

User Review  - Joshua Pitzalis - Goodreads

Not very scientific. Not a single reference to a real study. Still, some great ideas. Read full review

Review: Scientific Advertising

User Review  - Josh Morris - Goodreads

This book had some excellent information: - Measure everything. - Know what your customer REALLY wants. However, it was very dated. It's recommended by anyone in the advertising industry over 40, and it was an OK read, but I wouldn't recommend it. Read full review

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
Copyright

Common terms and phrases

About the author (2010)

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.

Bibliographic information