Scientific Advertising (Hardcover) (ISBN-13: 9781616403935)

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. 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.

Author: Claude C. Hopkins
ISBN-10: 1616403934
ISBN-13: 9781616403935
Publisher: Cosimo Classics
Language: English
Published: 09/01/2010
Pages: 92
Format: Hardcover
Weight: 0.59lbs
Size: 8.50h x 5.50w x 0.38d