Scientific Advertising

Complete and Unabridged

by: Claude C. Hopkins

in: Marketing & Sales

Summary:

The book is a foundational text on the principles of advertising, focusing on the importance of testing, measuring, and understanding customer psychology. It provides practical advice on how to craft effective ads, utilize headlines, and leverage the power of copywriting to drive sales and improve marketing efficiency.

Key points:

1. Testing Importance: Hopkins stresses the need for testing all aspects of an ad campaign to gauge its effectiveness, using methods like split testing.

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