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Scientific Advertising Paperback – Feb 7 2012

4.0 out of 5 stars 6 customer reviews

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Paperback, Feb 7 2012
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Product Details

  • Paperback: 106 pages
  • Publisher: Bottom of the Hill Publishing (Feb. 7 2012)
  • Language: English
  • ISBN-10: 1612034357
  • ISBN-13: 978-1612034355
  • Product Dimensions: 12.7 x 0.6 x 20.3 cm
  • Shipping Weight: 113 g
  • Average Customer Review: 4.0 out of 5 stars 6 customer reviews
  • Amazon Bestsellers Rank: #943,673 in Books (See Top 100 in Books)
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Product Description

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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Top Customer Reviews

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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Format: Kindle Edition Verified Purchase
Read the original book from my Grandfather book collection, fortunately that got damaged, a great read.
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Format: Paperback Verified Purchase
very informative, but wondering how it applies to the digital era.
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