Scientific Advertising (Paperback)

~ Claude Hopkins (Author)

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 --This text refers to the Kindle Edition edition.

Product Description

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. --This text refers to an alternate Paperback edition.

Product Details

• Paperback
• Publisher: Chelsea House Pub (T) (May 1980)
• Language: English
• ISBN-10: 087754140X
• ISBN-13: 978-0877541400
• Average Customer Review: 4.8 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #2,462,182 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

28 of 29 people found the following review helpful:

5.0 out of 5 stars A Masterwork to This Day, December 22, 2003

By	James Sadler (Plano, TX United States) - See all my reviews (REAL NAME)

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.

4 of 4 people found the following review helpful:

5.0 out of 5 stars The King Still Lives, March 5, 2008

By	Randy Kemp "Randy Lewis Kemp" (Carol Stream, Il USA) - See all my reviews

This review is from: Scientific Advertising (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

1 of 1 people found the following review helpful:

5.0 out of 5 stars Scientific Advertising , by Claude Hopkins, October 31, 2008

By	Luiz Roberto Pio Cunha "Pio Borges" (Rio de Janeiro, Brazil) - See all my reviews

This review is from: Scientific Advertising (Paperback)

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" the master.
It is a must for all that want do work in this trade,especially in the web!!!