Scientific Advertising

by Dr. Robert C. Worstell (Editor), Claude C. Hopkins

Overview

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

Product Details

BN ID:	2940149658992
Publisher:	Midwest Journal Press
Publication date:	07/27/2014
Series:	Masters of Marketing Secrets , #10
Sold by:	Barnes & Noble
Format:	eBook
Pages:	115
File size:	237 KB

About the Author

Claude C. Hopkins 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.

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 research their clients' 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 book was followed, in 1927, by his autobiographical work "My Life in Advertising."

Dr. Robert C. Worstell has a long history of research and publishing in the genre's of self-help and practical business. As founder of Midwest Journal Press, he's published numerous books in these areas while continuing his research into helping people find the tools they need to improve their lives and those of others around them.