Scientific Advertising - Couverture souple

Claude C. Hopkins

Couverture souple

ISBN 10 : 160520045X ISBN 13 : 9781605200453

Editeur : Cosimo Classics, 2007

Synopsis

American advertising pioneer CLAUDE C. HOPKINS (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today. In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn: . how advertising laws are established . the importance of just salesmanship . why businesses must offer service . mail order advertising: what it teaches . what makes headlines effective . understanding customer psychology . how to use art in advertising . how to use samples . the best way to test campaigns . the impact of negative advertising . and much more.

A propos du livre

About the Author

Claude C. Hopkins (1866-1932) was one of the greatest copywriters and advertising pioneers of all time. He worked for several well-known companies including Swift & Company, Dr. Shoop's patent medicine Company, Bissell Carpet Sweeper Company and Lord & Thomas Company at which he was paid a salary of $185,000 a year in 1907. Hopkins believed that advertising is a science and must be treated as such to succeed. He insisted that advertisers need to know well their products and produce a “reason-why” copy for clients. His strategies emphasized that advertising need to be scientifically tested and tracked. He was the pioneer in offering free product samples and in the field of test marketing. Hopkins contributed 2 books for the world of advertising which are still considered classics in the advertising industry. “My life in advertising” in 1917 and “Scientific Advertising” in 1923 are still two of the must read books for any successful advertiser.

Détails de l'édition

• Éditeur: Cosimo Classics
• Date d'édition: 2007
• Langue: anglais
• ISBN 10: 160520045X
• ISBN 13: 9781605200453
• Reliure: Paperback
• Nombre de pages: 98
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible