#698
Mentioned in 43 episodes
Scientific advertising
Book • 2023
Written in 1923, 'Scientific Advertising' by Claude C. Hopkins is a seminal work in the advertising industry.
The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking.
Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness.
He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience.
The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today.
The book outlines an advertising approach based on testing and measuring, highlighting the importance of split testing and coupon-based customer tracking.
Hopkins stresses that advertising should be treated as a science, with every ad rigorously tested to determine its effectiveness.
He also emphasizes the power of direct response and the need for ads to focus on salesmanship, encouraging immediate action from the target audience.
The book is widely regarded as a must-read for anyone in marketing and advertising, with principles that remain relevant today.
Mentioned by
Mentioned in 43 episodes
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