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Scientific Advertising [Paperback]

Claude C. Hopkins
3.0 out of 5 stars  See all reviews (2 customer reviews)
Price: CDN$ 9.99 & FREE Shipping on orders over CDN$ 25. Details
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Book Description

Feb. 1 2012
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.

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Scientific Advertising + Tested Advertising Methods + How to Write a Good Advertisement
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About the Author

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. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. --This text refers to an alternate Paperback edition.

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Most helpful customer reviews
2 of 2 people found the following review helpful
5.0 out of 5 stars A Masterwork to This Day Dec 22 2003
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.
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0 of 1 people found the following review helpful
1.0 out of 5 stars Not to offend the purist but... Feb. 10 2011
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.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  48 reviews
38 of 39 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.
29 of 30 people found the following review helpful
1.0 out of 5 stars Why the editors of this edition are illiterate... Aug. 15 2011
By D. Long - Published on Amazon.com
Format:Paperback|Verified Purchase
Scientific advertising is a wonderful book and Claude Hopkins is a genius. He lays down the basis for direct mail advertising. His text is clear, insightful and still applicable in the Internet age...

That said, I would advise people NOT to buy this edition of the book.

It's full of typos, spelling errors and incomplete sentences. The publishers (really simple media) are obviously just a bunch of amateurs taking advantage of the fact that this masterpiece is in the public domain.

Spend your hard-earned cash on a decent used copy of Scientific Advertising instead of buying this unprofessional edition....
27 of 28 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.
9 of 9 people found the following review helpful
5.0 out of 5 stars The King Still Lives March 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.
[...]
6 of 6 people found the following review helpful
1.0 out of 5 stars Too many typos. Find a better version. Jan. 25 2013
By Daniel R. Buffington - Published on Amazon.com
Format:Paperback|Verified Purchase
I was incredibly excited to finally get a copy of this book, and started reading it as soon as it arrived.

The problem I have with this book is not in content, but in spelling... There are SO MANY misspelled words.

The publisher is someone called Really Simple Media and supposedly has reprinted the original book exactly as it was by Mr Hopkins. To me, it appears they scanned the original work and did OCR, because some words don't even make sense in the sentence.

The current publisher of this book must have changed something. I find it unbelievable that a person in the ad business would so carelessly edit a work with his own name on the cover, and even more unbelievable that generations of advertisers would recommend this book to their colleagues.

There are other reviewers who make the same observation in their reviews.
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