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Claude Hopkins

Scientific Advertising

«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.
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Dover Publications
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    Mark Ongділиться враженням5 років тому

    A lot of learnings i got from this book


    Carlos Castillo Noveloцитує10 місяців тому
    Ads are planned and written with some utterly wrong conception. They are written to please the seller. The interests of the buyer are forgotten. One can never sell goods profitably, in person or in print, when that attitude exists
    valeria05497цитує2 роки тому
    text book on advertising.
    Carlos Castillo Noveloцитує2 роки тому
    We learn that cheapness is not a strong appeal. Americans are extravagant. They want bargains but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as though they could not and they resent your attitude.

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