- Series: Advertising Age Classics Library
- Paperback: 336 pages
- Publisher: McGraw-Hill Education; 1 edition (February 1, 1966)
- Language: English
- ISBN-10: 0844231010
- ISBN-13: 978-0844231013
- Product Dimensions: 6 x 1.1 x 8.9 inches
- Shipping Weight: 1.2 pounds (View shipping rates and policies)
- Average Customer Review: 67 customer reviews
- Amazon Best Sellers Rank: #71,691 in Books (See Top 100 in Books)
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Other Sellers on Amazon
+ $4.60 shipping
+ $3.99 shipping
+ Free Shipping
My Life in Advertising and Scientific Advertising (Advertising Age Classics Library) Paperback – January 11, 1966
|New from||Used from|
There is a newer edition of this item:
See the Best Books of 2018 So Far
Looking for something great to read? Browse our editors' picks for the best books of the year so far in fiction, nonfiction, mysteries, children's books, and much more.
Frequently bought together
Customers who bought this item also bought
From the Back Cover
This volume contains his two landmark books. Scientific Advertising--the classic primer still read by today's top copywriters--was originally written in 1923. Four years later, he finished his autobiography, My Life in Advertising.
About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
Top customer reviews
There was a problem filtering reviews right now. Please try again later.
In the end of the day, any ad should pull enough profits to justify the cost of running it. And if you are not measuring it, or just "branding", how would you ever know if you are getting your money back vs flushing money down the toilet?
If you are a business owner, read this book before ad agencies and other sneaky media sales reps takes your last dollar.. And don't believe in the branding BS, unless you are Coca Cola and have distribution in virtually every location thinkable.
David Ogilwy, which is probably the most famous ad-man in the world, said that every serious advertiser should have read this book at least 7 times. So do yourself a favor and read it at least 3 times. You will thank yourself later (and hopefully read it another 4 times)..
It is interesting to see how a book this old, can still be as relevant today almost a 100 years later..
"Salesmanship-in-print is exactly the same as salesmanship-in-person." If the purpose of advertising is to sell, then its effectiveness can be measured by resulting sales volume. Hopkins tested ads on a small scale before risking money on a large-scale campaign. He also compared results using different headlines in order to discover the best performing approach.
"Never seek to amuse. That is not the purpose of advertising." Hopkins would likely be disturbed by a great deal of modern advertising where creativity overshadows salesmanship.
Hopkins used free trials to successfully penetrate markets, but he felt the word "free" cheapens a product. Instead he would say, "We will buy your first package." He did not find it effective to give away samples to people who did not request them.
"Some say, be very brief... That would be an unthinkable handicap... Every ad. in my opinion, should tell a complete story. It should include every facet and argument found to be valuable. Most people I figure, read a story once, as they do a news item. I know of no reason why they should read it again."
The vocabulary sounds surprisingly modern, with a few exceptions here and there, such as dilatory, folly, palaver, rudiments, and trifle. The prices (one cent postage stamp) and car brands (Chalmers, Hudson, Mitchell, Overland, Reo, Studebaker) add a bit of early twentieth century flavor.
Scientific Advertising (100 pages, 21 short chapters) may be purchased as a standalone volume. The autobiography (200 pages) adds additional context through stories about various campaigns.
With today's trend towards data-driven decisions and increased scrutiny of marketing budgets, this 85-year-old book is surprisingly relevant. While some of the techniques from Hopkins' time may no longer be effective, the fundamental message of Scientific Advertising is timeless.
Of equal interest is his personal history. He was raised in a strict religious home and expected to become a minister. But at age 17 he delivered a sermon that revealed his true beliefs, which were more liberal than his mother's, and he said it was the defining moment of his life. Not once, however, does he criticize his parents or his upbringing and he credits his mother for his advertising and copywriting skills.
Hopkins launched his career in Grand Rapids, Michigan and eventually moved to Chicago, and other cities, for bigger and better jobs. Yet he says that he wondered if remaining in Grand Rapids and living a quiet life wouldn't have been the better choice. He remained connected to normal, real people even after becoming affluent and said he learned much about contentment from them. Hopkins's attitude is very different from most authors of modern business and personal finance books, where it's all about the money.
Scientific Advertising is, as you already know, must reading for advertisers and copywriters. The chapters are short and address very specific topics: headlines, letters, individuality, telling a full story, and, my favorite, service. "The good salesman does not merely cry a name...He pictures the customer's side of his service until the natural result is to buy."
In this book you will not only learn about advertising but you will encounter a humble man who remained detached from the trappings that advertising can sometimes present.