This book is not written as a personal history, but as a business story.
This Edition Includes: How Advertising Laws Are Established - Just Salesmanship - Offer Service - Mail Order Advertising - What It Teaches - Headlines - Psychology - Being Specific - Tell Your Full Story - Art in Advertising - Things Too ...
This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest....
Gain a lifetime of experience from the inventor of test marketing and coupon sampling -- Claude C. Hopkins.
Through a book I wrote my name has become connected with “Scientific Advertising.” That is, advertising based on fixed principles and done according to fundamental laws. I learned those principles through thirty-six years of traced ...
This edition also includes examples of adverts produced by Claude Hopkins through his career. Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life.
"The book is cited as being the original description of the process of split testing and of coupon based customer tracking and loyalty schemes. In the book, Hopkins outlines an advertising approach based on testing and measuring.
Each chapter is linked to a web video where marketing maverick Pete Mitchell is grilled about the real life implementation of the ideas made famous in this book.
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.
" Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and ...