Download or read book Scientific advertising written by Claude C. Hopkins and published by David De Angelis. This book was released on 2022-09-06 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 methods of procedure have been proved and established. We know what is most effective, and we act on basic laws. 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 established 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 cooperation, 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. The larger agencies also come into intimate contact with experts in every department of business. Their clients are usually dominating concerns. So they see the results of countless methods and polices. They become a clearing house for everything pertaining to merchandising. Nearly every selling question which arises in business is accurately answered by many experiences. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We learn the principles and prove them by repeated tests. This is done through keyed advertising, by traced returns, largely by the use of coupons. We compare one way with many others, backward and forward, and record the results. When one method invariably proves best, that method becomes a fixed principle.
Download or read book Scientific Advertising in the 21st Century written by Kevin Francis and published by . This book was released on 2014-05-07 with total page 54 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Scientific Advertising" by Claude Hopkins is probably one of the most important books on advertising and marketing ever written. Hopkins laid out the foundation principles of what we now call direct response (or simply direct) marketing. With this approach you can stop wasting money on ads that don't work and instead start making higher sales and bigger profits like clockwork. Hopkins changed marketing and advertising from a hopeful gamble to a predictable science.In this primer and introduction you'll discover the secrets in the original first 5 chapters from "Scientific Advertising" along with an insightful commentary from professional copywriter Kevin Francis of MaximumResultsCopywriting.com.
Download or read book Scientific Advertising written by Claude Hopkins and published by Sound Wisdom. This book was released on 2023-01-17 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt: The essential guidebook on how to make your marketing and advertising more profitable—faster. You already have a great product or service—how do you build a narrative around it that speaks to your customers’ attitudes, interests, and needs? Drawing on established techniques and proven methods, Scientific Advertising by Claude Hopkins eliminates the guesswork from advertising so that you can actually get a measurable and substantive ROI. Students and experts alike will benefit from the timeless principles in this book, such as how to: Create a winning personality for your ads Incentivize people to buy without using sensationalism or empty rhetoric Strategically incorporate visual design elements into ads Harness the power of coupon advertising, product sampling, and direct-mail marketing Run test campaigns to make smarter decisions about your advertising dollars Known as the “father of modern advertising techniques,” Claude C. Hopkins transformed the marketing industry when he published Scientific Advertising, which is largely considered to be the landmark book on direct response marketing and split testing. More relevant today than ever before, Scientific Advertising provides a solid foundation in branding, writing compelling marketing copy, and testing and measuring advertising campaigns that will enhance not only your print marketing plan, but also your digital marketing and e-commerce strategies. Increase your company’s bottom line, stop wasting time and losing money on advertising focused merely on brand awareness or entertainment, and start leveraging salesmanship in advertising to boost sales and attract new customers.
Download or read book Scientific Advertising written by Claude Hopkins and published by . This book was released on 2011-12-06 with total page 44 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Advertising is an important work on advertising from the early 20th century and is still used today by those learning the basics and more advanced parts of the advertising field. The author of Scientific Advertising, Claude C. Hopkins, is well known as the father of modern advertising techniques, and this book has been widely used by students of advertising and marketing. This book covers many important aspects of advertising including how advertising laws are established, mail order advertising, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign.
Download or read book Scientific Advertising written by CLAUDE C. HOPKINS and published by CreateSpace. This book was released on 2015-08-30 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand and use the concepts of successful advertising Whether you are considering a career in advertising or trying to find the best way to market your product, start with Hopkins and then move onto the rest. In this powerful book he explains the process to get (and measure) results from your advertising. Claude Hopkins wrote 'Scientific Advertising' in 1923, but his insight into consumer behaviour still holds. The aim was to explain the rules of advertising and what makes consumers buy, so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write adverts which sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it and shows how evidence based advertising gets results in a measurable and cost effective way. A must read if you are in business, sales or advertising. Hopkins shows what makes us buy and how you can make it happen. This edition also includes examples of adverts produced by Claude Hopkins through his career. 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. David Ogilvy Within this book Hopkins shows a variety of tested techniques which he had used through his successful career in advertising, including: How advertising laws are established - What the professionals in advertising already know and how we can use this knowledge to develop better ads. Just salesmanship - What is advertising and how is it best used? Offer service - The best ways to offer service to increase sales. Mail order advertising - What it teaches us and how we can apply it to our own adverts. Headlines -A lot of headlines get a poor response in email marketing, websites and adverts. Learn how to increase your response rate. Psychology - Use Hopkins experience to direct people to buy and use your product. Being specific - Are you being specific enough in your advertising? Hopkins shows that by using specific facts you can increase sales and out perform your competitors. Tell your full story - How telling your story is important and why some advertisers make the mistake of missing out on this. Art in advertising - Should we use bespoke artwork or tried and tested visuals? Things too costly - What strategies are too costly to attempt in advertising. Information - How to give the consumer the best information to help them buy. Strategy - Rules for directing a campaign. Use of samples - How getting samples into peoples hands can increase sales. Getting distribution - Hopkins lays out how to get national distribution by starting small. Test campaigns - How to test different campaigns on the same audience. Leaning on dealers - Ways to get dealers to help your campaign Individuality - Set yourself apart from competitors and what your tone should be. Negative advertising - Will it help your sales? Letter writing - Hopkins shows how to write a sales letter. A name that helps - How does a product name impact sales? Good business - See how good business impacts on consumer behaviour. Excerpts from the book The only purpose of advertising is to make sales. It is profitable or unprofitable according to its actual sales. I never ask people to buy. The ads all offer service, perhaps a free sample. They sound altruistic. But they get a reading and action. No selfish appeal can do that. I set down these findings solely for the purpose of aiding others to start far up the heights I scaled.
Download or read book Claude C Hopkins Scientific Advertising With My Life in Advertising written by Robert C. Worstell and published by Masters of Copywriting. This book was released on 2020-05-25 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Scientific Advertising" is still regarded as one of the all-time great classics in advertising. This book was originally written in 1923 and is considered by many to be the greatest book on advertising ever written. Test marketing, copy research, coupon sampling, market research, and many more of the "standard" marketing techniques businesses are currently using can all be traced back to the original version of this book. Jay Abraham, highly regarded as one of the greatest marketing consultants of the 20th century, says that he has read the original "Scientific Advertising" by Claude Hopkins over 50 times and has learned something new every time he has read from it. As you read and apply this, realize that the growth of your business can no longer be a "hit-and-miss" operation - where you could be digging just feet or inches away from striking the "mother lode" in your industry, but still be painfully unaware it's there. You can turn your business marketing into step-by-step "Scientific" growth of where you will know exactly what works for your business promotion ...and what doesn't work. Claude C. Hopkins (1866-1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced. 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. This book was followed, in 1927, by his autobiographical work "My Life in Advertising." - - - - From the First Great Copywriter 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. The book is confined to establish fundamentals. Under these conditions, where they long exist, advertising and merchandising become exact sciences. Every course is charted. The compass of accurate knowledge directs the shortest, safest, cheapest course to any destination. We hope that this book will throw some new lights on the subject. - Claude C. Hopkins This classic is still in daily use by top entrepreneurs and corporations. Timeless, trustworthy, classic. Learn what you need to know to get a leap on your fellow advertising and marketing creators. By studying what everyone else should know - and may... This collection containing: Scientific Advertising My Life in Advertising along with A Common Sense Approach to Marketing Get Your Copy Now.
Download or read book Summary Scientific Advertising written by BusinessNews Publishing, and published by Primento. This book was released on 2014-10-14 with total page 41 pages. Available in PDF, EPUB and Kindle. Book excerpt: The must-read summary of Claude Hopkins' book: "Scientific Advertising: How to Develop a Superior Advertising Program". This complete summary of the ideas from Claude Hopkins' book "Scientific Advertising" presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. In his book, the author explains that doing this is the best way of ensuring that you apply the optimum advertising approach that will provide the best results. This summary provides readers with an insight into the fundamentals of marketing and advertising and helps them to choose the best approach. Added-value of this summary: • Save time • Understand key concepts • Expand your knowledge To learn more, read "Scientific Advertising" and discover how you can take a methodical approach to advertising and always gain the best results.
Download or read book Scientific Advertising Origins written by Dr. Robert C. Worstell and published by Lulu.com. This book was released on 2014-07-31 with total page 430 pages. Available in PDF, EPUB and Kindle. Book excerpt: All effective modern marketing can be traced to three authors in one time period. If you study the best of the best marketers out there - and then study who they studied - you can eventually find the real basics which make all marketing work. Really work. That is how these books were uncovered. While each separately tells pieces of the puzzle, together they tell the evolution of advertising as it exists today. All the advances made by others since can be directly traced to the breakthroughs made during this time. These five books each tell their own piece to the puzzle. Albert Lasker gave the narrative, telling where he first met John E. Kennedy and Claude Hopkins. When you read those copywriters' works in turn, the lights come on. You'll see where all the new, "modern" breakthroughs have come from and why they get results. All the secrets hidden in plain sight. Just in need of a bit of dusting off... Get Your Copy Today!
Download or read book Scientific Advertising written by Claude Hopkins and published by . This book was released on 2023-10-26 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Scientific Advertising" is a seminal book written by Claude C. Hopkins, a renowned advertising pioneer, and copywriter. First published in 1923, the book is considered a classic in the field of advertising and marketing. It is known for introducing the concept of data-driven, measurable advertising techniques, which significantly influenced the advertising industry and continues to be relevant in the digital marketing era. Key aspects of "Scientific Advertising" include: Measurable Advertising: Claude Hopkins advocated for the use of scientific methods to measure the effectiveness of advertising campaigns. He believed that advertising should not be based on guesswork or creative intuition but on empirical evidence and data. Advertisers should track and measure the results of their campaigns to determine what works and what doesn't. Emphasis on Direct Response: Hopkins stressed the importance of direct response advertising, where the goal is to elicit a specific, immediate response from the audience, such as making a purchase, filling out a form, or taking a specific action. This allows for precise measurement and optimization of ad campaigns. A/B Testing: Hopkins popularized the concept of A/B testing or split testing, where two versions of an ad are compared to determine which one performs better. This approach enables advertisers to refine their messages and strategies based on actual results. Focus on Headlines: The book emphasizes the significance of the headline in advertising. According to Hopkins, the headline is the most critical element of an ad, as it determines whether the reader will continue to engage with the content or move on. He provided insights on creating compelling headlines that grab attention and drive interest. Writing Persuasively: Hopkins discussed the art of persuasive writing in advertising, emphasizing that advertisements should be clear, concise, and written in a way that resonates with the needs and desires of the target audience. He stressed the importance of highlighting the unique selling proposition (USP) of a product or service. ROI-Focused Advertising: "Scientific Advertising" introduced the idea that every advertising dollar spent should be seen as an investment with an expected return on investment (ROI). Advertisers should aim to maximize the return for their advertising expenditure. Evergreen Principles: Despite being published almost a century ago, many of the principles and strategies discussed in the book remain relevant today, especially in the context of digital advertising and online marketing. "Scientific Advertising" by Claude Hopkins remains a foundational work in the field of advertising and marketing. It emphasizes the importance of data-driven decision-making, the need for continuous testing and optimization, and the focus on delivering clear and persuasive messages to target audiences. This book has had a profound and lasting impact on the advertising industry and is a valuable resource for anyone interested in the art and science of advertising.
Download or read book Scientific Advertising written by Claude Hopkins and published by . This book was released on 2011-06-01 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: Unlike any other reprint of the original, unedited 1923 text by Claude Hopkins, this version provides more practical information on how to implement the concepts that Hopkins made famous. Each chapter is linked to a web video where marketing maverick Pete Mitchell is grilled about the real life implementation of the ideas made famous in this book. This groundbreaking book is essential reading for anyone looking to generate an never ending supply of qualified prospects begging to do business with them. David Ogilvy once said "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." Experience this unique version of "Scientific Advertising" and crush your competition like ants on the sidewalk!
Download or read book Ogilvy on Advertising written by David Ogilvy and published by Vintage. This book was released on 2013-09-11 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Download or read book Scientific Advertising for the Fitness Professional written by Tony Books Avilez and published by Booksworks. This book was released on 2005-01 with total page 216 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Advertising was originally written in the early part of the 20th century. It was the author, Claude Hopkins, who was able to capture a new belief in written form. This new belief is that advertising could and should be a function with limited risk. He demonstrated that real results-oriented advertising and marketing is actually based on established principles and laws. He states that if the marketer respects these laws and principles and undertakes a scientific approach, then positive results are the inevitable outcome. Even though this philosophy was established decades ago, there are some modern day marketers that will mistakenly tout that the old rules no longer apply. However, most successful marketers will confirm that these principles areas alive today as they ever were. This has leadto the timeliness of the book Scientific Advertising. The contributor, Tony Books Avilez, has created amendments to this work to make it applicable to the modern day fitness professional. It is the new author's feeling with all his being that the field of fitness is one of the more laudable professions of the new century. However, the average fitness professional in this country most often finds it challenging to obtain and retain enough business to create a full-time income. This book will help solve this problem.
Download or read book My Life In Advertising and Scientific Advertising written by Claude C. Hopkins and published by . This book was released on 2022-10-08 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bringing the best of Claude C. Hopkins together. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today. 1) Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a ""must-read"" book. The Book 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. David Ogilvy wrote that ""Nobody should be allowed to have anything to do with advertising until he has read this book seven times and The book is widely considered the foundation of direct marketing. 2) "My Life in Advertising" is an autobiography detailing the life of advertising genius Claude C. Hopkins (author of the business classic "Scientific Advertising"). This book is not written as a personal history, but as a business story. The chief object behind every chapter is to offer helpful suggestions to those who will follow his advice. As practical as it is interesting, "My Life in Advertising" is a must-read book for anyone wanting to understand the secrets of how to sell. Many of his strategies and techniques still apply today, even for internet marketing.
Download or read book Scientific Advertising written by Claude Hopkins and published by Barbara Aun Anderson. This book was released on 2018-08 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scientific Advertising in a Digital World, is based on the popular marketing book "Scientific Advertising" by Claude Hopkins (1928). Hopkins version was written in language of the period, using words which may be unfamiliar or have slightly different meaning than commonly used today. Hopkins is a recommend read by many advertising geniuses than any other advertisement book.
Download or read book My Life in Advertising and Scientific Advertising written by Claude Hopkins and published by McGraw Hill Professional. This book was released on 1998 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Test marketing. Coupon sampling. Copy research. All are standard practices in today's world of advertising. All were invented by Claude C. Hopkins (1866-1932), who worked for various advertisers including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company until, at the age of 41, he was hired by Albert Lasker to write copy for Lord & Thomas advertising agency (forerunner to today's Foote, Cone & Belding). He stayed for 18 years. Scientific Advertising and My Life in Advertising remain essential, vital guideposts for present and future generations of advertising professionals. - Publisher.
Download or read book Scientific Advertising written by Claude C. Hopkins and published by Wilder Publications. This book was released on 2010-02 with total page 70 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Breakthrough Advertising written by Eugene Schwartz and published by . This book was released on 2017-04-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
