Scientific Advertising

Claude C. Hopkins

2014년 3월 · Simon and Schuster

eBook

페이지

적용 가능

검증되지 않은 평점과 리뷰입니다. 자세히 알아보기

오디오북으로 전환

eBook 정보

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.

저자 정보

Claude C. Hopkins is considered one of the greatest pioneers in direct marketing and advertising. He worked for a variety of companies and advertisers including Bissell Carpet Sweeper Company, Swift & Company, and Lord & Thomas advertisers. He is sometimes credited with the popularity of tooth brushing due to his advertising campaign for Pepsodent. Hopkins eventually retired from Lord & Thomas as president and chairman, and went on to write two books: Scientific Advertising (1923), and his autobiography, My Life in Advertising (1927).