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Scientific Advertising [Kindle Edition]

Claude C. Hopkins

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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. The correct method of procedure have been proved and established. We know what is most effective, and we act on basic law. Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures. Certainly no other enterprise with comparable possibilities need involve so little risk. Therefore, this book deals, not with theories and opinions, but with well-proved principles and facts. It is written as a text book for students and a safe guide for advertisers. Every statement has been weighed. The book is confined to establish fundamentals.


American advertising pioneer CLAUDE C. HOPKINS (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today. In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn: . how advertising laws are established . the importance of just salesmanship . why businesses must offer service . mail order advertising: what it teaches . what makes headlines effective . understanding customer psychology . how to use art in advertising . how to use samples . the best way to test campaigns . the impact of negative advertising . and much more.


  • Format: Kindle Edition
  • Dateigröße: 936 KB
  • Seitenzahl der Print-Ausgabe: 92 Seiten
  • ISBN-Quelle für Seitenzahl: 1478341009
  • Verlag: Wilder Publications (10. Juni 2015)
  • Verkauf durch: Amazon Media EU S.à r.l.
  • Sprache: Englisch
  • ASIN: B00KR83GJC
  • Text-to-Speech (Vorlesemodus): Aktiviert
  • X-Ray:
  • Word Wise: Aktiviert
  • : Nicht aktiviert
  • Amazon Bestseller-Rang: #397.295 Bezahlt in Kindle-Shop (Siehe Top 100 Bezahlt in Kindle-Shop)

  •  Ist der Verkauf dieses Produkts für Sie nicht akzeptabel?


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Die hilfreichsten Kundenrezensionen auf (beta) 4.3 von 5 Sternen  61 Rezensionen
42 von 44 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen A Masterwork to This Day 22. Dezember 2003
Von James Sadler - Veröffentlicht auf
All the modern giants of advertising still swear by this book. Ogilvy even claimed it changed his life (in advertising anyway, but who knows, advertising is Ogilvy's life). The book is amazing in both its simple and direct approach. It's relatively short, yet packed with information of use to anyone interested in advertising.
Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings.
One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.
Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest.
All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it.
38 von 40 Kunden fanden die folgende Rezension hilfreich
1.0 von 5 Sternen Why the editors of this edition are illiterate... 15. August 2011
Von D. Long - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
Scientific advertising is a wonderful book and Claude Hopkins is a genius. He lays down the basis for direct mail advertising. His text is clear, insightful and still applicable in the Internet age...

That said, I would advise people NOT to buy this edition of the book.

It's full of typos, spelling errors and incomplete sentences. The publishers (really simple media) are obviously just a bunch of amateurs taking advantage of the fact that this masterpiece is in the public domain.

Spend your hard-earned cash on a decent used copy of Scientific Advertising instead of buying this unprofessional edition....
27 von 28 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Scientific Advertising -- The Best Advertising Book Ever! 8. August 1997
Von Ein Kunde - Veröffentlicht auf
Claude Hopkins invented test marketing, sampling technology and the concept of pre-emptive advertising. The concepts he reveals in this book have been used by advertisers for decades and he is recognized by marketing experts such as Jay Abraham as a genius in his field. Scientific Advertising is an all-time classic book and
you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.
10 von 11 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen The King Still Lives 5. März 2008
Von Randy Kemp - Veröffentlicht auf
There is an old saying that goes, "there is nothing new but what has been forgotten." Advertising is about 100 years old, but the science and art behind what appears to buying psychology, really hasn't changed that much. If you study this work of Claude C. Hopkins, you will understand that he pioneered methods that are still used today. David Ogilvy was another one of these pioneers, and he said, "no one should be in advertising that has not read Scientific Advertising at least seven times." If you study any of the notable marketing gurus today (e.g. - Dan Kennedy), they are just positioning what Claude has said in a contemporary format. And even marketing for the Internet - if you look beyond the HTML bells and whistles - is still utilizing the basic psychology of sales letter generation, and copywriting, that Claude pioneered.
9 von 10 Kunden fanden die folgende Rezension hilfreich
1.0 von 5 Sternen Too many typos. Find a better version. 25. Januar 2013
Von Daniel R. Buffington - Veröffentlicht auf
Format:Taschenbuch|Verifizierter Kauf
I was incredibly excited to finally get a copy of this book, and started reading it as soon as it arrived.

The problem I have with this book is not in content, but in spelling... There are SO MANY misspelled words.

The publisher is someone called Really Simple Media and supposedly has reprinted the original book exactly as it was by Mr Hopkins. To me, it appears they scanned the original work and did OCR, because some words don't even make sense in the sentence.

The current publisher of this book must have changed something. I find it unbelievable that a person in the ad business would so carelessly edit a work with his own name on the cover, and even more unbelievable that generations of advertisers would recommend this book to their colleagues.

There are other reviewers who make the same observation in their reviews.
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