Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a 'must-read’ book.
The Book contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.
David Ogilvy wrote that 'Nobody should be allowed to have anything to do with advertising until he has read this book seven times and The book is widely considered the foundation of direct marketing.
O autorze
Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced.
His book Scientific Advertising was published following his retirement from Lord & Thomas, where he finished his career as president and chairman. This book was followed by his autobiographical work My Life in Advertising. Hopkins has been credited with popularizing tooth brushing, as a result of his campaigns for Pepsodent.
Hopkins was much more interested in direct marketing than branding advertising. He believed advertising was more about scientific results than image.
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