PDF Ebook My Life in Advertising and Scientific Advertising (Advertising Age Classics Library), by Claude Hopkins
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My Life in Advertising and Scientific Advertising (Advertising Age Classics Library), by Claude Hopkins
PDF Ebook My Life in Advertising and Scientific Advertising (Advertising Age Classics Library), by Claude Hopkins
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Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins. Here, you'll get two landmark works in one, and discover his fixed principles and basic fundamentals that still prevail today.
- Sales Rank: #159043 in eBooks
- Published on: 1966-02-01
- Released on: 1966-02-01
- Format: Kindle eBook
Most helpful customer reviews
1 of 1 people found the following review helpful.
For Advertisers and Copywriters
By Elden
The elements of true Copywriting from the man who brought the names of products into your household that you use everyday. WIthout qualifications, degrees, Hopkins was astute enough to use an analysis or method to measure the reaction of the user of the product. He put people first because he was just an ordinary person.
The use of the term "scientific advertising" is to make the advertiser feel more comfortable pushing papers around to make money. The advertiser represents the seller and the Copywriter represents the consumer.
Hopkins, the Copywriter, the one who writes the copy for the advertiser, represents the user the person who puts the bread and butter on the table of the advertiser. Contrary to Corporate opinion you don't need a college degree to be a Copywriter. The two greatest faults in advertising are boasts and selfishness.
If you are a seller advertising your products and services this is the book written for you.
If you are a Copywriter writing the copy you'll recognize yourself in the text. Like Hopkins, you understand confidence in the product and confidence in the people.
0 of 0 people found the following review helpful.
Timeless advertising principles
By Andrew Everett
Claude C. Hopkins (1866-1932) was a pioneer in the advertising industry. This volume consists of his two books: Scientific Advertising written in 1923, and My Life in Advertising written in 1927. NBC and CBS were founded around the time of Hopkins' retirement, so his work predated the broadcasting era. The media of his time were newspapers, magazines, and direct mail.
"Salesmanship-in-print is exactly the same as salesmanship-in-person." If the purpose of advertising is to sell, then its effectiveness can be measured by resulting sales volume. Hopkins tested ads on a small scale before risking money on a large-scale campaign. He also compared results using different headlines in order to discover the best performing approach.
"Never seek to amuse. That is not the purpose of advertising." Hopkins would likely be disturbed by a great deal of modern advertising where creativity overshadows salesmanship.
Hopkins used free trials to successfully penetrate markets, but he felt the word "free" cheapens a product. Instead he would say, "We will buy your first package." He did not find it effective to give away samples to people who did not request them.
"Some say, be very brief... That would be an unthinkable handicap... Every ad. in my opinion, should tell a complete story. It should include every facet and argument found to be valuable. Most people I figure, read a story once, as they do a news item. I know of no reason why they should read it again."
The vocabulary sounds surprisingly modern, with a few exceptions here and there, such as dilatory, folly, palaver, rudiments, and trifle. The prices (one cent postage stamp) and car brands (Chalmers, Hudson, Mitchell, Overland, Reo, Studebaker) add a bit of early twentieth century flavor.
Scientific Advertising (100 pages, 21 short chapters) may be purchased as a standalone volume. The autobiography (200 pages) adds additional context through stories about various campaigns.
With today's trend towards data-driven decisions and increased scrutiny of marketing budgets, this 85-year-old book is surprisingly relevant. While some of the techniques from Hopkins' time may no longer be effective, the fundamental message of Scientific Advertising is timeless.
0 of 0 people found the following review helpful.
Insightful and informative
By Amazon Customer
I liked the first part when Hopkins life story is interlaced with the advertising themes. The second part, Scientific Advertising, is insighful but it would be interesting to analyze if in this digital area his ideas and theories hold up.
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