Scientific Advertising - Couverture souple

Hopkins, Claude C

Couverture souple

ISBN 10 : 1453821082 ISBN 13 : 9781453821084

Editeur : CreateSpace Independent Publishing Platform, 2010

Synopsis

Scientific Advertising Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, h... Full description

A propos du livre

Biographie de l'auteur :

Claude C. Hopkins (1866-1932) was one of the great advertising pioneers, he believed advertising existed only to sell something and should be measurable and justify the results that it produced. He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr. Shoop's patent medicine company. At the age of 41, he was hired by Albert Lasker owner of Lord & Thomas advertising in 1907 at a salary of $185,000 a year, Hopkins insisted copywriters researched their client products and produce reason-why copy. He believed that a good product was often its own best salesperson and as such he was a great believer in sampling. To track the results of his advertising he used key coded coupons and then tested headlines, offers and propositions against one another. He used the analysis of these measurements to continually improve his ad results, driving responses and the cost effectiveness of his clients advertising spend. His classic book, "Scientific Advertising," was published in 1923, following his retirement from Lord & Thomas, where he finished his career as president and chairman. He died in 1932.

Présentation de l'éditeur :

Updated and corrected for 2014, this is a reprint of the original 1923 text. This ground-breaking book remains essential reading for anyone entering the copywriting and advertising professions, reminding us that advertising's purpose is purely to sell. Claude Hopkins expresses powerful, tested truths about "salesmanship in print" which remain relevant through the decades and across all media - including today's internet marketing. David Ogilvy said "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."

À propos de cette édition

• Éditeur: CreateSpace Independent Publishing Platform
• Date d'édition: 2010
• ISBN 10: 1453821082
• ISBN 13: 9781453821084
• Reliure: Broché
• Nombre de pages: 90