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.
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Most helpful customer reviews
By Rob_Bastien
Format:Paperback
This book is bad....really bad.
At only 64 pages long it has to be the hardest book to read I have ever laid my hands on.
I'm sorry if I offend some of the purist that swear by Claude Hopkins but this
book just doesn't cut it.
For others that are not familliar with the author, let me tell you that the style
of writting is extremely hard to comprehend, it's an old school style booklet, originaly
written decades ago. I have found myself re-reading paragraphes many times just because
I had no clue what the hell he was trying to say.
If you're like me and are looking for value per page, this is not it. Try other titles like
"Tested Advertising Methods" by John Caples or "The Ultimate Sales Letter" by D. Kennedy.
If, on the other hand, you're looking to add a "classic" to your marketing library, by all means, get this book.
At only 64 pages long it has to be the hardest book to read I have ever laid my hands on.
I'm sorry if I offend some of the purist that swear by Claude Hopkins but this
book just doesn't cut it.
For others that are not familliar with the author, let me tell you that the style
of writting is extremely hard to comprehend, it's an old school style booklet, originaly
written decades ago. I have found myself re-reading paragraphes many times just because
I had no clue what the hell he was trying to say.
If you're like me and are looking for value per page, this is not it. Try other titles like
"Tested Advertising Methods" by John Caples or "The Ultimate Sales Letter" by D. Kennedy.
If, on the other hand, you're looking to add a "classic" to your marketing library, by all means, get this book.
By James Sadler
Format:Paperback
All the modern giants of advertising still swear by this book. Ogilvy even claimed it changed his life (in advertising anyway, but who knows, advertising is Ogilvy's life). The book is amazing in both its simple and direct approach. It's relatively short, yet packed with information of use to anyone interested in advertising.
Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings.
One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.
Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest.
All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.2 out of 5 stars
27 reviews
37 of 38 people found the following review helpful
5.0 out of 5 stars
A Masterwork to This Day
Dec 22 2003
By James Sadler
- Published on Amazon.com
Format:Paperback
All the modern giants of advertising still swear by this book. Ogilvy even claimed it changed his life (in advertising anyway, but who knows, advertising is Ogilvy's life). The book is amazing in both its simple and direct approach. It's relatively short, yet packed with information of use to anyone interested in advertising.
Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings.
One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.
Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest.
All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it.
26 of 27 people found the following review helpful
5.0 out of 5 stars
Scientific Advertising -- The Best Advertising Book Ever!
Aug 7 1997
By A Customer
- Published on Amazon.com
Format:Paperback
Claude Hopkins invented test marketing, sampling technology and the concept of pre-emptive advertising. The concepts he reveals in this book have been used by advertisers for decades and he is recognized by marketing experts such as Jay Abraham as a genius in his field. Scientific Advertising is an all-time classic book and
you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.
you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.
8 of 8 people found the following review helpful
5.0 out of 5 stars
The King Still Lives
Mar 5 2008
By Randy Kemp
- Published on Amazon.com
Format:Paperback
There is an old saying that goes, "there is nothing new but what has been forgotten." Advertising is about 100 years old, but the science and art behind what appears to buying psychology, really hasn't changed that much. If you study this work of Claude C. Hopkins, you will understand that he pioneered methods that are still used today. David Ogilvy was another one of these pioneers, and he said, "no one should be in advertising that has not read Scientific Advertising at least seven times." If you study any of the notable marketing gurus today (e.g. - Dan Kennedy), they are just positioning what Claude has said in a contemporary format. And even marketing for the Internet - if you look beyond the HTML bells and whistles - is still utilizing the basic psychology of sales letter generation, and copywriting, that Claude pioneered.
www.randykempcopywriting.com
www.randykempcopywriting.com
›
Go to Amazon.com to see all 27 reviews
4.2 out of 5 stars
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