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Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition by [Claude C. Hopkins, Byron Maxim]
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Scientific Advertising (1923): 1923 Library of Congress Facsimile Edition Kindle Edition

4.4 out of 5 stars 655 ratings

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Editorial Reviews

Review

"Nobody, at any level, should be allowed to have anything to do with advertising until he has read this book seven times" David Ogilvy --This text refers to an alternate kindle_edition edition.

About the Author

Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce "reason-why" copy. He believed that a good product was often its own best salesperson, and as such he was a great believer in sampling. To track the results of his advertising, he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932. Charles Duhigg credits Hopkins with popularizing tooth brushing, as a result of Hopkins' campaigns for Pepsodent. --This text refers to an alternate kindle_edition edition.

Product details

  • 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
  • Customer Reviews:
    4.4 out of 5 stars 655 ratings

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4.4 out of 5 stars
4.4 out of 5
655 global ratings

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Reviewed in the United States on February 9, 2018
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3.0 out of 5 stars The margins on this book are absurd. There is ...
By Nick M. on February 9, 2018
The margins on this book are absurd. There is a two inch margin on the outside and half inch margin inside. Makes it hard to read for no reason.

It is however well printed...
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Reviewed in the United States on November 29, 2021
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John Penfold
5.0 out of 5 stars How newspaper ads iwere made to work effectively, nearly a hundred years ago
Reviewed in the United Kingdom on January 11, 2018
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Keyser Soze
4.0 out of 5 stars Great read
Reviewed in the United Kingdom on August 28, 2018
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3agle 3yes
5.0 out of 5 stars Old book same world
Reviewed in the United Kingdom on July 27, 2021
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Joan Muni
5.0 out of 5 stars A marketing classic
Reviewed in the United Kingdom on July 1, 2015
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W J
5.0 out of 5 stars Really loved the simple tips!
Reviewed in the United Kingdom on April 12, 2018
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