Scientific Advertising - Claude HopkinseBook - 2014
This work offers a summary of the book "SCIENTIFIC ADVERTISING: How To Develop a Superior Advertising Program" by Claude Hopkins. In Scientific Advertising, Claude Hopkins, one of the greatest advertising pioneers, argues that from a few thousand consumers, you can accurately predict what millions will do. The scientific approach to advertising success is to continually test and compare advertising concepts with keyed response devices (like coupons) so that the effectiveness of each advertisement can be compared. Several different approaches should be tried, and the results compared. In this way, the optimum advertising approach can be developed on a small, test scale. The advertising can then be applied to the wider, general market with confidence. Scientific Advertising is divided into 21 parts. Hopkins deals with an aspect of advertising in each of these areas. Although it has been written 75 years ago, this interesting and powerful book allows you to gain insight into the fundamentals of marketing and advertising.
Publisher: [United States] :, Business Book Summaries :, 2014.
Branch Call Number: eBook hoopla
Characteristics: 1 online resource data file, rda
Alternative Title: hoopla (Digital media service)