| | |  | Australia & New Zealand | Home » » » » Scientific Advertising | | | | | | | Description: | | Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless. Newly designed and typeset for modern readers by Waking Lion Press. | | | Product Details: | | | Author:
| Claude C. Hopkins | | Paperback:
| 70 pages | | Publisher:
| Waking Lion Press | | Publication Date:
| August 13, 2008 | | ISBN:
| 1434102467 | | Package Length:
| 8.9 inches | | Package Width:
| 6.0 inches | | Package Height:
| 0.3 inches | | Package Weight:
| 0.3 pounds | | Average Customer Rating:
|  based on 13 reviews |
| | | | Customer Reviews: | |
Average Customer Review:
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 In 1923 there was no internet--but there was the need to sellFeb 02, 2010
When Hopkins wrote "Scientific Advertising" in 1923, there was no internet (nor was there in 1932 when he passed), so to expect him to cover it is a little ludicrous. However, in those few pages, Hopkins gets to the guts of the issue--advertising's intention is to sell products. So many advertising people these days think it is to win awards. If one were to learn the words in this little book, and then follow them, one would make a lot of money selling a lot of product or services. That's what the purpose of advertising is, isn't it?
0 of 5 found the following review helpful:
 Book is 64 Pages long, book is OLD...not packed with much substance. INTERNET NOT MENTIONEDNov 21, 2009
*Author is clearly a good writer and provides for a good read. He did research, but we received grains of that wisdom, instead of concrete, applicable knowledge.
*Book has a few...and I say few, golden nuggets of facts and wisdom.
* Author states the obvious. "Dont knock competitors", " Low profit margins at HIGH circulation is better than high profit margins at low circulation."
* Who is he talking to? He covers the bare basics and definition of advertising but not HOW to advertise. He wrote a treatise on advertising, but NOT a manual.
* WIKIPEDIA, has a longer explanation on advertising than this book. 64 pages!
Chapters:
17...book has a lot of chapters but only 2-3 pages dedicated to each. How can you describe Strategy, Information, and Test campaigns with only 3 pages dedicated to each in a small book about 8x5 inches.
The Sad Truth:
Sadly this author is educated, knows how to write, and is enjoyable to read. Too bad he didn't bother to share a more thorough explanation on advertising. Honestly, each chapter is so short, it is not even suitable for an "introduction" for a chapter in an advertising texbook.
I learned nothing I already knew...and I don't know much.
 Advertising made easyJul 05, 2009
The advice given in this book is timeless. Hopkins was truly ahead of his time. Do no let the 101 page length fool you. This book is packed with valuable knowledge. Highly recommended for anyone with their own business or anyone in the advertising/marketing game.
Discover the real secrets of advertisingMay 02, 2009
If you aspire to a career in advertising, marketing or whatever niche in communications you have selected: this is a MUST read. Or as David Ogilvy once remarked: "You must read it 7 times!
1 of 2 found the following review helpful:
Scientific Advertising , by Claude HopkinsOct 31, 2008
I've always as more than 40 years professional in direct marketing and advertising cited Hopkins. This 2008 edition of his book from 1925 was the opportunity to meet "personally" the master.
It is a must for all that want do work in this trade,especially in the web!!!
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