Scientific Advertising is a book written by Claude C Hopkins in
1923 and is cited by many advertising and marketing personalities
(such as David Ogilvy, Gary Halbert and Jay Abraham) as a
"must-read" book. David Ogilvy is widely quoted as saying that
"Nobody, at any level, should be allowed to have anything to do
with advertising until he has read this book seven times." The book
is cited as being the original description of the process of split
testing and of coupon based customer tracking and loyalty schemes.
In the book, Hopkins outlines an advertising approach based on
testing and measuring. In this way losses from unsuccessful ads are
kept to a safe level while gains from profitable ads are
multiplied. Or, as Hopkins wrote, the advertiser is "playing on the
safe side of a hundred to one shot." "The book also contains
information on how to write advertising that sells: Salesmanship in
print."
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