Scientific Advertising
by Claude Hopkins


"Scientific Advertising" was written by Claude C Hopkins in 1923 and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy is widely quoted as saying that "Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times".

The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring. In this way losses from unsuccessful ads are kept to a safe level while gains from profitable ads are multiplied. Or, as Hopkins wrote, the advertiser is "playing on the safe side of a hundred to one shot".

"The book also contains information on how to write advertising that sells: Salesmanship in print." - wikipedia.org

 

What this book is all about

Scientific Advertising is an vital literture on advertising at the beginning of the 20th century and is still being read and studied by people from all walks of the advertising field. Scientific Advertising has earned the author, Claude C. Hopkins, the title "Father of modern advertising techniques" among students of advertising and marketing field. This book explores and dissects the most important aspects of the advertising field which includes how advertising laws are established, mail order advertising, how to create effective headlines, the psychology of the market, how to strategize, budget, and even negative advertising , testing an advertising campaign among the more advanced subjects.

According to the author:

"How Advertising Laws Are Established

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. If we enter
any realms of uncertainty we shall carefully denote them.

The present status of advertising is due to many reasons. Much
national advertising has long been handled by large organizations
known as advertising agencies. Some of these agencies, in their
hundreds of campaigns, have tested and compared the thousands of
plans and ideas. The results have been watched and recorded, so no
lessons have been lost.

Such agencies employ a high grade of talent. None but able and
experienced men can meet the requirements in national advertising.
Working in co-operation, learning from each other and from each
new undertaking, some of these men develop into masters.

Individuals may come and go, but they leave their records and
ideas behind them. These become a part of the organization's
equipment, and a guide to all who follow. Thus, in the course of
decades, such agencies become storehouses of advertising
experiences, proved principles, and methods".

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