Scientific Advertising - Claude C. Hopkins

Scientific Advertising is a classic work on advertising by Claude C. Hopkins. This paperback edition is a reprint of the Lord and Thomas, Chicago, 1923 edition.

Key details

• Author: Claude C. Hopkins
• Format: Paperback
• Pages: 112
• Publisher: Dover Publications Inc
• Publication date: 31 October 2019
• ISBN: 9780486836058

Synopsis

Opening with the assertion that advertising can reach “the status of a science”, Hopkins sets out fixed principles and a cause-and-effect approach intended to make results more exact and better understood. Across 21 concise chapters, he examines core practices such as shaping headlines and artwork, writing with specificity, and supplying vital information.

The book also considers the use of samples and the importance of testing campaigns, presenting a clear view of the marketing policies Hopkins championed. First published nearly a century ago, it remains relevant for those entering business and offers a perspective on the early decades of American advertising.

Rackhams Reference : 7CPK3P1HWG