Scientific Advertising

by Claude C. Hopkins and Clau C. De Hopkins

Book Overview

2016 Reprint of the 1923 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. "Scientific Advertising" is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy wrote that "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." The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot". The book also contains information on how to write advertising that sells.

• Format: Paperback
• Language: English
• ISBN: 1614279233
• ISBN13: 9781614279235
• Release Date: January 2016
• Publisher: Martino Fine Books
• Length: 116 Pages
• Weight: 0.40 lbs.
• Dimensions: 0.3" x 6.0" x 9.0"

Customer Reviews

A classic that can be applied to online marketing

This book is great! I read it cover to cover and found many good techniques and strategy's that i applied to PPC marketing.

The King Still Lives

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

Classic Marketing Data

This is a "must read" book for anyone involved in advertising of any sort. I am delighted that it is back in print.

A Masterwork to This Day

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.

Scientific Advertising -- The Best Advertising Book Ever!

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.