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Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition Kindle Edition
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This book is recommended by David Ogilvy, who says no one in advertising should attempt to proceed without it. Marketing legend Jay Abraham cites it as the primary text in the field. Many other masters of marketing concur. It can even be said with certainty that this book is the precursor to the modern phenomenon in advertising of Big Data. That is merely the conclusion one reaches after thoroughly understanding this groundbreaking book. It 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.
About the Author
- ASIN : B012H36OJS
- Publication date : July 23, 2015
- Language : English
- File size : 1120 KB
- Simultaneous device usage : Unlimited
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Enabled
- Word Wise : Enabled
- Print length : 108 pages
- Lending : Enabled
- Best Sellers Rank: #64,188 in Kindle Store (See Top 100 in Kindle Store)
- Customer Reviews:
About the author
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Top reviews from the United States
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The book does have some nice, quaint, early 20th-century ads and illustrations scattered throughout and on the back cover. But, throughout the book, there are literally HUNDREDS of errors and omissions in its 88 pages. I don't mean just typos. I mean whole words changed or omitted and ENTIRE SENTENCES missing. Also, words added that Hopkins did not write in the original.
How do I know this?
Do yourself a favor and buy the McGraw-Hill reprint of the 1966 two-in-one edition (which includes Hopkins' powerful business biography, My Life in Advertising). Lay the two side by side and do a close comparison, like I did. You'll see what I mean. The 1966 reprint is FAR and away, a hands-down MUCH better (and more accurate) edition.
The folks at Merchant Books need to do some serious editorial reworking and put out a "revised and corrected" edition. Hopkins classic work deserves better.
It is however well printed...
By Nick M. on February 9, 2018
It is however well printed...
Top reviews from other countries
The tone is a little dogmatic at times, but for some reason that did not irritate me. I guess that Hopkins impressed me enough with his superior knowledge that I allowed him that.
Much of this stuff still seems relevant today, II kept thinking "That's also true for for advertising copy in ebay and facebook".
In common with other authors in the advertising industry, Hopkins portrays advertising as a beneficial service for consumers, rather than a tool to persuade us to buy stuff against our better judgement. In fairness,, Hopkins does focus on giving us reliable and accurate information from the manufacturer so that we can make our own decision, rather than using "Hidden Persuaders".
If you are in this kind of business you don't want to miss it.