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Scientific Advertising by [Claude C. Hopkins]

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Claude C. Hopkins

Scientific Advertising Kindle Edition

by Claude C. Hopkins (Author) Format: Kindle Edition

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Have you heard of Palmolive? What about Pepsodent? You surely have – but have you heard of Claude C. Hopkins, the man whose advertising campaigns made both brands into household names?

Since its original publication in 1923, Claude Hopkins’ classic book Scientific Advertising has been a must-read for students of advertising, copywriting, and marketing. Testing and measuring formed the foundation of Hopkins’ advertising approach, and they haven’t lost their importance in the age of Google AdWords and social media marketing.

Scientific Advertising has influenced countless leading advertisers and marketers, including David Ogilvy, Gary Halbert, and Jay Abraham. Ogilvy, widely considered the “Father of Advertising,” wrote that “Scientific Advertising changed the course of my life,” and Halbert recommended the book as the most essential starting point for new marketers.

Length: 68 pages	Word Wise: Enabled	Enhanced Typesetting: Enabled
Page Flip: Enabled	Audible Narration: Audible Narration Switch back and forth between reading the Kindle book and listening to the Audible narration. Add narration for a reduced price of $2.99 after you buy the Kindle book. Ready	Language: English

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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

Best Sellers Rank: 62,876 in Kindle Store (See Top 100 in Kindle Store)
- 12 in Direct Marketing (Kindle Store)
- 19 in Advertising (Kindle Store)
- 44 in Direct Marketing (Books)

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396 ratings

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5 star		67%
4 star		14%
3 star		8%
2 star		4%
1 star		7%

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John Penfold

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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The author assumes that you you know the old lingo, freely talking about "split runs" and "traced returns". I had to look up a few of these.

The tone is a little dogmatic at times, but for some reason that did not irritate me. I guess that Hopkins impressed me enough with his superior knowledge that I allowed him that.

Much of this stuff still seems relevant today, II kept thinking "That's also true for for advertising copy in ebay and facebook".

In common with other authors in the advertising industry, Hopkins portrays advertising as a beneficial service for consumers, rather than a tool to persuade us to buy stuff against our better judgement. In fairness,, Hopkins does focus on giving us reliable and accurate information from the manufacturer so that we can make our own decision, rather than using "Hidden Persuaders".

4 people found this helpful

Keyser Soze

Great read

Reviewed in the United Kingdom on 29 August 2018

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It may feel somewhat a little dated because of the examples etc., but the principles explained are good fundamentals. I would like to see a refreshed edition, perhaps more in sync with the age of data but what do I know.

One person found this helpful

Joan Muni

A marketing classic

Reviewed in the United Kingdom on 2 July 2015

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This book is so good it's very surprising how long ago it was written. It is one of those reads that are required for every marketeer or advertiser. Not only because Claude Hopkins is one of the first modern advertising genius but also because the information given is still very applicable nowadays.

If you are in this kind of business you don't want to miss it.

3 people found this helpful

Silvia

WORST BOOK YOU’LL FIND IN ADVERTISING

Reviewed in the United Kingdom on 17 April 2019

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The author clearly had nothing to say. 120 pages that could be reduced in half if he had used a normal size font.
Although it was published in 2015 the book is completely outdated. It lacks any sort of specific examples or anecdotes that are not dated in the 60’s.
It’s a complete waste of money and time!

One person found this helpful

W J

Really loved the simple tips!

Reviewed in the United Kingdom on 12 April 2018

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The author took such a complex topic and broke it down into actionable tips. As a beginning copywriter, it was definitely worth the read!

One person found this helpful

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