Claude C Hopkins – författare

"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." – Advertising legend David OgilvyScientific Advertising begins with a simple declarative statement: "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." And in 21 concise chapters, Claude C. Hopkins covers the essence of good advertising.Beyond the points to be made about telling a story using headlines and art, being specific and providing vital information, and using samples and testing campaigns, this book clearly demonstrates why Hopkins was an expert on the best marketing policies. Almost a century after its initial publication, this little volume remains useful to those entering any area of the business world. More than an account of Hopkins's thoughts about good salesmanship, it is a window into a bygone era and the early decades of the American business of advertising.Reprint of the Lord and Thomas, Chicago, 1923 edition.

To make and invest money, one must understand how the financial systems work. These eight landmark books will give you that understanding and help you on your way to success and prosperity. These books have stood the test of time. Their authors have a deep understanding of the subject matter. Here are more than one thousand pages of priceless information at an extremely reasonable price.Included in this edition are ''Memoirs of Extraordinary Popular Delusions and the Madness of Crowds'' by Charles MacKay, ''Lombard Street: A Description of the Money Market'' by Walter Bagehot, ''Scientific Advertising'' by Claude C. Hopkins, ''Public Opinion'' by Walter Lippmann, ''The Battle for Investment Survival'' by G. M. Loeb, ''The Money Illusion'' by Irving Fisher, ''How I Made $2,000,000 in the Stock Market'' by Nicolas Darvas, and ''Cycles: The Science of Prediction'' by Edward R. Dewey.

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.

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.

Scientific Advertising is a book written by Claude C Hopkins and is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert, and Jay Abraham) as a "must-read" book.The Book contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.David Ogilvy wrote that "Nobody should be allowed to have anything to do with advertising until he has read this book seven times and The book is widely considered the foundation of direct marketing.