David Ogilvy said of Scientific Advertising, "Nobody should be
allowed to have anything to do with advertising until he has read
this book seven times. It changed the course of my life." In
Scientific Advertising Claude C. Hopkins outlines testing and
measuring based advertising thereby reducing potential losses of
unsuccessful campaigns and maximizing the effectiveness of
profitable ones. Or, as Hopkins wrote, the advertiser is "playing
on the safe side of a hundred to one shot." Claude C. Hopkins was
one of the great advertising pioneers believing that advertising
existed only to sell something and should be measurable and justify
the results that it produced. Hopkins worked for various
advertisers, including Bissell Carpet Sweeper Company, Swift &
Company and Dr. Shoop's patent medicine company. Hopkins insisted
copywriters researched their client products and produce reason-why
copy. He also asserted that a good product was its own best
salesperson and as such sampling was an excellent tactic to
increase sales.
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