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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 greatest copywriters and advertising pioneers of all time. He worked for several well-known companies including Swift & Company, Dr. Shoop's patent medicine Company, Bissell Carpet Sweeper Company and Lord & Thomas Company at which he was paid a salary of $185,000 a year in 1907. Hopkins believed that advertising is a science and must be treated as such to succeed. He insisted that advertisers need to know well their products and produce a “reason-why” copy for clients. His strategies emphasized that advertising need to be scientifically tested and tracked. He was the pioneer in offering free product samples and in the field of test marketing. Hopkins contributed 2 books for the world of advertising which are still considered classics in the advertising industry. “My life in advertising” in 1917 and “Scientific Advertising” in 1923 are still two of the must read books for any successful advertiser. --This text refers to an alternate Paperback edition.
Top customer 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.