Advertising and marketing is not science. Yet it can be approached scientifically.
A scientific approach to marketing puts the business owner or manager in control.
founder of Wanamaker's Department Store (now Macy's) said: "Half the
money I spend on advertising is wasted; the
trouble is I don't know which half." Now that's a frustrating - and costly - situation!
Unlike John Wanamaker, you CAN know what's working!
In 1923 Claude C. Hopkins, Advertising Genius, published a book entitled: Scientific Advertising. I first read this book when I began my marketing career in 1993. It came highly recommended - and it proved highly valuable in refining my approach to marketing and advertising.
Excellent in 1923. Even better today.
The book begins: "The time has come when advertising has in some hands reached the status of science... Advertising, once a gamble, has thus become, under able direction, one of the safest business ventures."
What did he say?!
You may have never before heard such talk regarding advertising. "Safe business venture"? Yet - isn't it reassuring? Read this e-book! You'll gain more knowledge about marketing and advertising that works than many "experts" have!
Download this invaluable eBook FREE. Right Now. My gift to you.
Claude C. Hopkins (1866-1932) was one of the great advertising
pioneers, he believed advertising existed only to sell something and
should be measurable and justify the results that it produced.
He worked for various advertisers, including Bissell Carpet Sweeper Company, Swift & Company and Dr.
Shoop's patent medicine company. At the age of 41, he was hired by Albert
Lasker owner of Lord & Thomas
advertising in 1907 at
a salary of $185,000 a year
, Hopkins insisted copywriters research
their client products and produce reason-why copy. He believed that a
good product was often its own best salesperson and as such he was a
great believer in sampling.
To track the results of his advertising he used key coded coupons and
then tested headlines, offers and propositions against one another. He
used the analysis of these measurements to continually improve his ad
results, driving responses and the cost effectiveness of his clients
His classic book, "Scientific Advertising," was
published in 1923, following his retirement from Lord & Thomas, where he finished his
career as president and chairman. He died in 1932.