Scientific Advertising - PCC - ebook

Get to know the methods and principles of successful advertising! Original 1923 text as preserved in the Library of Congress This classic advertising book will teach you how to make the most of your advertising budget while measuring your success! Scientific Advertising has been the secret weapon of successful advertisers for decades. When one of the most influential advertising men of all time, David Ogilvy, gives a book as a gift "379 times to friends and colleagues" – you can be sure it's a very special book.  Why this version and not the free PDF files from the Internet? You can find free PDFs of Scientific Advertising on the Internet, but we've often seen many serious errors: Words and sentences are missing, sometimes the meaning is twisted. Even most print editions from the last few years available at Amazon contain these errors. For example, Hopkins recounts a story of an expensive hat. In the original it costs $1,000 (about $20,000 today). In the faulty editions, the price is only $100. Or Hopkins writes: "There is no fixed rule on the subject of brevity". The faulty editions tell the opposite. So in many cases. Therefore we decided to produce a version that is faithful to the 1923 original as preserved in the US Library of Congress. So you have the same text as from Hopkin's own pen - even to the original paragraph breaks!  What you will get from this book Over 21 chapters, Hopkins presents his decades of experience in marketing, advertising and strategy: How advertising laws are established: what experts do differently and how they develop their techniques Just salesmanship: how to make your advertising effective Offer service: how to differentiate yourself from your competitors Mail-order advertising: what it teaches you and how it can help you advertise successfully in all media Headlines: how to activate your target group and get them to buy Psychology: the better you understand the forces driving human behaviour, the more powerful your advertising becomes Being specific: convince with precise details Tell your whole story: why you should present all relevant arguments to an interested person Art in advertising: what you should consider when creating and designing advertisements Things too costly: dont't go near them Information: extensive research provides you with the key to success Strategy: how to defeat your competitors Use of samples: why the product is its best advertisement Getting distribution: how to achieve a lot with a smart strategy Test campaigns: how to avoid unprofitable investments through tests Leaning on dealers: Principles for efficient distribution Individuality: stand out professionally from the crowd Negative advertising: why you are almost always more successful with the bright, happy and attractive approach Letter writing: how to reach your customers A name that helps: how a good name increases your sales and at the same time protects you from competing products Good business: how to make the most of your potential Proven knowledge! Hopkins wrote his book as early as 1923 and yet to this day many of his methods and principles are highly relevant. "Every time I see a bad commercial, I say to myself,'The man who wrote that commercial never read Claude Hopkins.'... If you read this book from him, you will never again make bad advertising - and never release one," writes David Ogilvy, "nobody should be allowed to have anything to do with advertising unless they have read this book seven times before".

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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 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.

Rule 1Advertising Laws

Advertising has moved from an art form to a science based on well proven principles, facts and established procedures.

The accurate tracing of the results of historical advertising programs provides an accurate statistical base from which effective advertising can be developed.

The largest single factor in developing this amount of statistical information has been keyed advertising—coupons that identify which advertisement drew the customer's response. An accurate measurement of results allows individual elements of an advertisement to be varied(such as headlines, settings, use of pictures, etc. )and the results of these variations to become immediately apparent.

Advertising is an exact science that does not need to be conducted on a“stab-in-the-dark”basis. Rather, advertising is a safe and sure under-taking that can lead to enormous leverage and success.

Rule 2Just Salesmanship

In its purest form, advertising is a form of salesmanship. It does not exist independently. That is, the only criteria by which to judge an advertisement is the same criteria by which to judge any salesman—does it produce the results?

An advertisement is either profitable or unprofitable, based on actual sales achieved. Therefore, advertising should be evaluated by the same standards as would be used for evaluating a salesman.

Advertising is multiplied salesmanship. Whereas a good salesman can speak to one person at a time, an advertisement can be appealing simultaneously to thousands of prospective customers. This means advertising can have a huge impact on a business's profitability.

In considering advertising as salesmanship, a business manager should not accept any excuse for the ineffectiveness of an ad that would not be accepted if made by a salesman. A mediocre salesman may affect part of a business enterprise, but mediocre advertising can impact on every part of the operation.

Salesmanship rather than penmanship should be the guiding principle of any ad. The facts must be stated concisely, clearly and convincingly. People who are concentrating more on the fine style used or any other aspect have been distracted from the whole purpose of the ad—to generate business and create customers.

Think of advertising as salesmanship in print. That is, a good ad should say exactly what your best salesmanship would say in that same situation. The very best salesmen are generally plain and sincere professionals who know their product and their buyer's needs. Any attempt to use theatrical flourishes in person tends to create suspicion on the part of the buyer. Advertising should avoid the same mistake.

Whenever considering any advertising question, ask yourself:

■ “Would this help a salesman sell the goods in person?"

■ “Would this help me sell if I met the buyer face to face?"

There are several common misconceptions on the subject of advertising including:

1. Ads should be very brief as people read little.