Scientific Advertising

Understand and use the concepts of successful advertising Whether you are considering a career in advertising or trying to find the best way to market your product, start with Hopkins and then move onto the rest. In this powerful book he explains the process to get (and measure) results from your advertising. Claude Hopkins wrote 'Scientific Advertising' in 1923, but his insight into consumer behaviour still holds. The aim was to explain the rules of advertising and what makes consumers buy, so that advertising returns would become a certainty and not a guess. Learn how to use his techniques to write adverts which sell with certainty. Hopkins clearly shows how to write copy, provides methods for testing it and shows how evidence based advertising gets results in a measurable and cost effective way. A must read if you are in business, sales or advertising. Hopkins shows what makes us buy and how you can make it happen. This edition also includes examples of adverts produced by Claude Hopkins through his career. 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. David Ogilvy