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Scientific Advertising Paperback – January 22, 2016

by Claude Hopkins (Author)

136 customer reviews

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2016 Reprint of the 1923 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. "Scientific Advertising" is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life." The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot". The book also contains information on how to write advertising that sells.

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Product details

Paperback: 114 pages
Publisher: Martino Fine Books (January 22, 2016)
Language: English
ISBN-10: 1614279233
ISBN-13: 978-1614279235
Product Dimensions: 6 x 0.3 x 9 inches
Shipping Weight: 4 ounces (View shipping rates and policies)
Average Customer Review: 136 customer reviews
Amazon Best Sellers Rank: #265,331 in Books (See Top 100 in Books)
- #214 in Books > Business & Money > Marketing & Sales > Marketing > Direct
- #455 in Books > Business & Money > Marketing & Sales > Advertising

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Carol Youmans

Not the original book

May 6, 2016

Format: PaperbackVerified Purchase

This is not the Original version of Scientific Advertising. As another customer noted - it's been changed. There are word changes, typos, and paragraphs have been altered. You can get the original version at the Library on Congress for free. It takes a bit to print it out but it's worth it. Since the original book was written in 1923 it's really important to read the ORIGINAL TEXT the way the author wrote it.

40 people found this helpful41 people found this helpful

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daryl

Brain food

March 16, 2017

Format: Kindle EditionVerified Purchase

I've read this book twice in about 4 days and I am ready to read again. The insight in this book is really great. I always wanted to write copy but didn't know where to turn until I came across Gary halbert and his recommendations. This book will not teach you how to write ads, instead it provides much more valuable insights. It will teach how to train your brain to write better copy. It will show you how to view advertising differently in a more effective way.

If you want knowledge and ways to get better at copywriting then this book is a MUST.

7 people found this helpful8 people found this helpful

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Cezary

Flawless and timeless.

December 20, 2016

Format: Kindle EditionVerified Purchase

The only flaw I could think of is the slightly archaic wording at times. But the insights are so clear and simple, it's still an easier read than most other business related books.

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).

4 people found this helpful5 people found this helpful

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Richard Jenkins (Mad Man Thoughts)

A must-read for advertisers, marketers, and entrepreneurs!

February 16, 2018

Format: Kindle EditionVerified Purchase

To say this book is a must-read for advertisers, marketers, or entrepreneurs is an understatement.

This book is jam-packed with advertising advice and principles that have withstood the test of time (along with some that haven’t).

The best part is, Claude doesn't just tell you what he thinks is true—he tells you what he knows is true based on his experience and research.

If you don't already have a copy, I recommend you pick one up today.

2 people found this helpful3 people found this helpful

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N. Molina

The margins on this book are absurd. There is ...

February 9, 2018

Format: PaperbackVerified Purchase

The margins on this book are absurd. There is a two inch margin on the outside and half inch margin inside. Makes it hard to read for no reason.

It is however well printed...

2 people found this helpful3 people found this helpful

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David Thomas

Four Stars

June 3, 2017

Format: PaperbackVerified Purchase

Very nice overview of strategy behind writing good copy. Lot's of typos and formatting errors though.

3 people found this helpful4 people found this helpful

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Vlad Ivanov

Another must read

December 24, 2015

Format: Kindle EditionVerified Purchase

This book deserves its permanent place on the reference shelf. I think it should even be included in marketing 101. If you are a matured marketer you know it all already and the reason you would want to read it is that you want to apply all those small points. If you are new to business or just starting in marketing its a must read.

2 people found this helpful3 people found this helpful

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Ramon Mayo

A Must Read for Any Beginner in the Field

February 9, 2018

Format: Kindle EditionVerified Purchase

This is a classic text for anyone involved in marketing, advertising, or copywriting. It's written in an old style and has some things that don't apply to our day and time but the principles are timeless. A must read for any beginner in the field.

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