Claude Hopkins

Scientific Advertising

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.
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    Mark Ongdelade ett intryckför 4 år sedan
    👍Värt att läsa

    A lot of learnings i got from this book


    Carlos Castillo Novelohar citeratför 8 månader sedan
    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
    valeria05497har citeratför 2 år sedan
    text book on advertising.
    Carlos Castillo Novelohar citeratför 2 år sedan
    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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