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Claude Hopkins

Scientific Advertising

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«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.» — Advertising legend David Ogilvy
Scientific Advertising begins with a simple declarative statement: «The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.» And in 21 concise chapters, Claude C. Hopkins covers the essence of good advertising. 
Beyond the points to be made about telling a story using headlines and art, being specific and providing vital information, and using samples and testing campaigns, this book clearly demonstrates why Hopkins was an expert on the best marketing policies. Almost a century after its initial publication, this little volume remains useful to those entering any area of the business world. More than an account of Hopkins's thoughts about good salesmanship, it is a window into a bygone era and the early decades of the American business of advertising.
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78 бумажных страниц
Год выхода издания
2019
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Впечатления

  • Mark Ongделится впечатлением6 лет назад
    👍Worth reading

    A lot of learnings i got from this book

Цитаты

  • Lukaцитирует3 месяца назад
    The service of the product, not the name, is the important thing in advertising. A vast amount of space is wasted in displaying names and pictures which tell no selling story.
  • Lukaцитирует3 месяца назад
    To attack a rival is never good advertising. Don’t point out others’ faults. It is not permitted in the best mediums. It is never good policy. The selfish purpose is apparent.

    It looks unfair, not sporty. If you abhor knockers, always appear a good fellow.
  • Lukaцитирует3 месяца назад
    A person who desires to make an impression must stand out in some way. Being eccentric, being abnormal is not distinction to covet. But doing admirable things in a different way gives one a great advantage.

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