"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." — Advertising legend David OgilvyScientific Advertising begins with a simple declarative statement: "The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood." And in 21 concise chapters, Claude C. Hopkins covers the essence of good advertising.  Beyond the points to be made about telling a story using headlines and art, being specific and providing real information, and using samples and testing campaigns, this book clearly demonstrates why Hopkins was an expert on the best marketing policies. Almost a century after its initial publication, this little volume remains useful to those entering any area of the business world. More than an account of Hopkins's thoughts about good salesmanship, it is a window into the business world of a bygone era and the early decades of the American business of advertising.

Scientific Advertising

Business & Money

Hopkins, Claude C.

Biography & History

Dover `

My life in advertising ; Scientific advertising

This is a reproduction of a book published before 1923. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning process. We believe this work is culturally important, and despite the imperfections, have elected to bring it back into print as part of our continuing commitment to the preservation of printed works worldwide. We appreciate your understanding of the imperfections in the preservation process, and hope you enjoy this valuable book.

Marketing & Sales

Advertising Publications

Biographies & Memoirs

Professionals & Academics

Crain Books

Updated and corrected for 2014, this is a reprint of the original 1923 text. This ground-breaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell.  Claude Hopkins expresses powerful, tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing.  David Ogilvy said "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."

Chelsea House Pub

Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless. Newly designed and typeset for modern readers by Waking Lion Press.

Children's Books

This work has been selected by scholars as being culturally important, and is part of the knowledge base of civilization as we know it. This work is in the "public domain in the United States of America, and possibly other nations. Within the United States, you may freely copy and distribute this work, as no entity (individual or corporate) has a copyright on the body of the work. Scholars believe, and we concur, that this work is important enough to be preserved, reproduced, and made generally available to the public. We appreciate your support of the preservation process, and thank you for being an important part of keeping this knowledge alive and relevant.

My Life in Advertising

Historical

Legare Street Press

Nabu Press

This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1917 edition. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING THROUGH a book I wrote my name has become connected with "Scientific Advertising." That is, advertising based on fixed principles and done according to fundamental laws. I learned those principles through thirty-six years of traced advertising. Through conducting campaigns on some hundreds of different lines. Through comparing on some lines, by keyed returns, thousands of pieces of copy. Always, since I sent out my first thousand letters to the time when $5 ,000,000 yearly was being spent on my copy, I have had to face records on cost and result. So I have naturally proved out many fundamentals which should always be applied. I have little respect for most theories of advertising, because they have not been proved. They are based on limited experiences, on exceptional conditions. Some lines seem to succeed on methods of advertising which every traced return proves impossible. The reasons for success have little to do with the advertising. The line may have succeeded in spite of the advertising. Many unadvertised lines become highly successful, because of some wanted quality which people soon discover. Or because dealers are in some way induced to feature it. Or because of a name which in itself tells an appealing story. Cream of Wheat is an example. The name alone tells the story. So with Spearmint Gum. All successful gums have succeeded through fortunate names. There is almost no story to tell. There are no great distinctions. The very men who succeeded with one name failed again , and again with others. Any conclusions drawn from such experiences are bound to lead others astray. The cases where they apply are rare. Safe principles are evolved only by those who know with reasonable exactness what...

TheClassics.us

See the best price to sell, buy, or rent books by Hopkins, Claude C.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Hopkins, Claude C.

See the best price to sell, buy, or rent books by Hopkins, Claude C.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Scientific Advertising

My life in advertising ; Scientific advertising

My life in advertising ; Scientific advertising

My life in advertising ; Scientific advertising

Scientific Advertising

Scientific Advertising

My Life in Advertising

My Life in Advertising

My Life in Advertising

My Life in Advertising