- Paperback: 88 pages
- Publisher: Merchant Books (February 12, 2014)
- Language: English
- ISBN-10: 1603866361
- ISBN-13: 978-1603866361
- Product Dimensions: 6 x 0.2 x 9 inches
- Shipping Weight: 4.8 ounces (View shipping rates and policies)
- Average Customer Review: 4.2 out of 5 stars See all reviews (110 customer reviews)
- Amazon Best Sellers Rank: #96,941 in Books (See Top 100 in Books)
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Scientific Advertising Paperback – February 12, 2014
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About the Author
Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932. --This text refers to an alternate Paperback edition.
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Top Customer Reviews
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.
It's more like a bible for entrepreneurs. A much needed reality check against today's ridiculous "industry standards" and advertising scams. (Like "branding", "PR", "exposure" and other nonsense advertising/marketing activities).
If you're an entrepreneur or marketer or copywriter, then not having heard of Claud Hopkins is like being an investor and... having never heard or Warren Buffett. (Or, like being a Science fiction expert and not having heard of Star Wars). Embarrassing at best.
If you're looking for reliable business partners, ask them if they've read this book. (Be suspicious if they haven't). And ask them what they think. (Be suspicious if they weren't amazed).
If you want knowledge and ways to get better at copywriting then this book is a MUST.
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....
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.
Most Recent Customer Reviews
old text with current applications
meets all expectations
If you have any type of business, it's a must read. It's fast and easy to read anyways.Read more