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Scientific Advertising by [Claude C. Hopkins]
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Scientific Advertising Kindle Edition

4.3 out of 5 stars 396 ratings

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Length: 68 pages Word Wise: Enabled Enhanced Typesetting: Enabled
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Product description

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. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. --This text refers to an alternate kindle_edition edition.

Product details

  • ASIN : B071CVHQ1W
  • Language: : English
  • File size : 796 KB
  • Simultaneous device usage : Unlimited
  • Text-to-Speech : Enabled
  • Screen Reader : Supported
  • Enhanced typesetting : Enabled
  • X-Ray : Enabled
  • Word Wise : Enabled
  • Print length : 68 pages
  • Page numbers source ISBN : 1484070615
  • Customer Reviews:
    4.3 out of 5 stars 396 ratings
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4.3 out of 5 stars
4.3 out of 5
396 global ratings
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John Penfold
5.0 out of 5 stars How newspaper ads iwere made to work effectively, nearly a hundred years ago
Reviewed in the United Kingdom on 12 January 2018
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4 people found this helpful
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Keyser Soze
4.0 out of 5 stars Great read
Reviewed in the United Kingdom on 29 August 2018
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One person found this helpful
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Joan Muni
5.0 out of 5 stars A marketing classic
Reviewed in the United Kingdom on 2 July 2015
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3 people found this helpful
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Silvia
1.0 out of 5 stars WORST BOOK YOU’LL FIND IN ADVERTISING
Reviewed in the United Kingdom on 17 April 2019
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One person found this helpful
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W J
5.0 out of 5 stars Really loved the simple tips!
Reviewed in the United Kingdom on 12 April 2018
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