This historic book may have numerous typos and missing text. Purchasers can usually download a free scanned copy of the original book (without typos) from the publisher. Not indexed. Not illustrated. 1917 edition. Excerpt: ... Chapter Seventeen SCIENTIFIC ADVERTISING 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 advertising. Through conducting campaigns on some hundreds of different lines. Through comparing on some lines, by keyed returns, thousands of pieces of copy. Always, since I sent out my first thousand letters to the time when $5 ,000,000 yearly was being spent on my copy, I have had to face records on cost and result. So I have naturally proved out many fundamentals which should always be applied. I have little respect for most theories of advertising, because they have not been proved. They are based on limited experiences, on exceptional conditions. Some lines seem to succeed on methods of advertising which every traced return proves impossible. The reasons for success have little to do with the advertising. The line may have succeeded in spite of the advertising. Many unadvertised lines become highly successful, because of some wanted quality which people soon discover. Or because dealers are in some way induced to feature it. Or because of a name which in itself tells an appealing story. Cream of Wheat is an example. The name alone tells the story. So with Spearmint Gum. All successful gums have succeeded through fortunate names. There is almost no story to tell. There are no great distinctions. The very men who succeeded with one name failed again , and again with others. Any conclusions drawn from such experiences are bound to lead others astray. The cases where they apply are rare. Safe principles are evolved only by those who know with reasonable exactness what...
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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.
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