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Scientific Advertising
 
 
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Scientific Advertising [Kindle Edition]

Claude Hopkins (Author)
4.3 out of 5 stars  See all reviews (18 customer reviews) |
Digital List Price: $1.99 What's this?
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Editorial Reviews

Review

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" David Ogilvy

Product Description

Originally published in 1918, Scientific Advertising succulent presents the fundamental principles of advertising. Whether you are selling on eBay, buying clicks with Google AdWords, or promoting your online content, you can benefit from this timeless wisdom. It is recommended in the book, The Ultimate Guide to Google AdWords, by the online advertising guru Perry Marshall.
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Product Details

  • File Size: 74 KB
  • Print Length: 92 pages
  • Page Numbers Source ISBN: 1453821082
  • Simultaneous Device Usage: Unlimited
  • Publisher: MSI Publishing (July 23, 2008)
  • Sold by: Amazon Digital Services
  • Language: English
  • ASIN: B001D3K6TS
  • Text-to-Speech: Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #125,734 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

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Customer Reviews

Most Helpful Customer Reviews
35 of 36 people found the following review helpful
A Masterwork to This Day December 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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24 of 25 people found the following review helpful
By A Customer
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.
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6 of 6 people found the following review helpful
The King Still Lives March 5, 2008
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.
www.randykempcopywriting.com
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Most Recent Customer Reviews
how can an engineer not to agree word by word?
I am an engineer lent to B2B marketing. And someone could think that statistics may not apply to B2B. Read more
Published 2 months ago by Flavio Tosi
Great Marketing Book
Scientific AdvertisingThis is a book I recommend all marketers keep as a reference guide. The information is timeless and takes lots of marketing principles and distills them to... Read more
Published 3 months ago by personalexperience44
Why the editors of this edition are illiterate...
Scientific advertising is a wonderful book and Claude Hopkins is a genius. He lays down the basis for direct mail advertising. Read more
Published 9 months ago by D. Long
Just a material for researchers of advertising history
I think that usual advertising people have nothing to do with this book. It's useful for those who study advertising evolution, history etc. Read more
Published 11 months ago by Strega
Learn to Market From the Giants
This book was recommended to me by several other marketing masters. After reading it I could understand why they recommend it so strongly. Read more
Published 15 months ago by Larry Arrance
Old, outdated, typo-rific, confusing.
Not sure if it's just my e-copy of this book (I bought from Borders.com), but the book was so incredibly full of typos, incomplete sentences and other gibberish that reading it was... Read more
Published 15 months ago by Benjamin Ballinger
In 1923 there was no internet--but there was the need to sell
When Hopkins wrote "Scientific Advertising" in 1923, there was no internet (nor was there in 1932 when he passed), so to expect him to cover it is a little ludicrous. Read more
Published on February 1, 2010 by Adolphus Spence
Advertising made easy
The advice given in this book is timeless. Hopkins was truly ahead of his time. Do no let the 101 page length fool you. This book is packed with valuable knowledge. Read more
Published on July 5, 2009 by J Duk
Discover the real secrets of advertising
If you aspire to a career in advertising, marketing or whatever niche in communications you have selected: this is a MUST read. Read more
Published on May 2, 2009 by Jack G Hardy
Scientific Advertising , by Claude Hopkins
I've always as more than 40 years professional in direct marketing and advertising cited Hopkins. This 2008 edition of his book from 1925 was the opportunity to meet "personally"... Read more
Published on October 31, 2008 by Luiz Roberto Pio Cunha
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What you have will interest certain people only, and for certain reasons. You care only for those people. Then create a headline which will hail those people only. &quote;
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People can be coaxed but not driven. Whatever they do they do to please themselves. &quote;
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&quote;
Don't think of the people in the mass. That gives you a blurred view. Think of a typical individual, man or women who is likely to want what you sell. Don't try to be amusing. Money spending is a serious matter. Don't boast, for all people resent it. Don't try to show off. Do just what you think a good salesman should do with a half-sold person before him. &quote;
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