Overview

"""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. AUTHOR: Claude C. Hopkins (1866–1932) ranks among the advertising industry's greatest pioneers. A brilliant copywriter, he was earning more than $150,000 a year from the Chicago advertising agency Lord & Thomas in the decade before World War I. Hopkins used new techniques like risk-free trials and money-back guarantees to promote many of the firms he worked for, including Swift & Company, Quaker Oats, Palmolive Soap, and Pepsodent."

Full Product Details

Author:   Claude Hopkins
Publisher:   Dover Publications Inc.
Imprint:   Dover Publications Inc.
Dimensions:   Width: 13.00cm , Height: 0.80cm , Length: 20.00cm
Weight:   0.125kg
ISBN:  

9780486836058

ISBN 10:   0486836053
Pages:   112
Publication Date:   31 October 2019
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Claude C. Hopkins (1866-1932) ranks among the advertising industry's greatest pioneers. A brilliant copywriter, he was earning more than $150,000 a year from the Chicago advertising agency Lord & Thomas in the decade before World War I. Hopkins used new techniques like risk-free trials and money-back guarantees to promote many of the firms he worked for, including Swift & Company, Quaker Oats, Palmolive Soap, and Pepsodent.

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