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Scientific Advertising Paperback – August 13, 2008
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Getting Down to Business & Investing
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Top Customer Reviews
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....
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.
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.
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.
This is a true classic. You can pick up a free PDF of it numerous places online. But nothing beats a classic book you can hold in your hand... and this is where the publishers of this version really dropped the ball.
It reads like someone who speaks English as a second or third language was typing it from a transcript. Sentences have entire words missing. Random paragraphs break in mid sentence. Spelling errors in every other paragraph.
Consider also that there are some very important sentences in this book - ones that encompass an entire world of advertising ideas. When discussing the difference between advertisers who write ads to have other ad men pat them on the back and those who write ads only for sales conversions, a series of typos that render the word 'pride' as 'price' (or vice versa) is beyond ridiculous.
Curiously, the first couple chapters are well edited. Probably so the 'Look Inside' folks (like me) would shell out their cash.
Most Recent Customer Reviews
Absolute must read for todays online advertising world. (Funny to know all the concepts are so many decades old, but more relevant than ever).Published 7 days ago by Gerardo Gutierrez
This book deserves its permanent place on the reference shelf. I think it should even be included in marketing 101. Read morePublished 1 month ago by Vladimir Ivanov
Although dated, as pre-internet era, The rules of this book still hold true. You must test the effectiveness of your advertising, otherwise you are throwing away money.Published 3 months ago by HowardH
If you're starting out learning copywriting, you need to read this book! It's a quick read that you will read over and over again. The information is truly timeless.Published 4 months ago by Susan
Disregard the turn of the century references and read for the education in psychology and the diligent systematic testing to profitPublished 4 months ago by Brecht
Nothing changes under the sun and neither does advertising. These principles are timeless. A must-read for budding copywriters.Published 6 months ago by Bright Day Ahead
If your mother tongue is not English, then this book is not for you. It has so many spelling mistakes and sentences that don't even make sense. Read morePublished 6 months ago by Silvia Bogdan