Scientific Advertising

*Author is clearly a good writer and provides for a good read. He did research, but we received grains of that wisdom, instead of concrete, applicable knowledge.

*Book has a few...and I say few, golden nuggets of facts and wisdom.


* Author states the obvious. "Dont knock competitors", " Low profit margins at HIGH circulation is better than high profit margins at low circulation."

* Who is he talking to? He never ONCE mentioned the internet. He covers the bare basics and definition of advertising but not HOW to advertise. He wrote a treatise on advertising, but NOT a manual. How come he never, ever mentions the internet???

* WIKIPEDIA, has a longer explanation on advertising than this book. 64 pages!

Chapters:

17...book has a lot of chapters but only 2-3 pages dedicated to each. How can you describe Strategy, Information, and Test campaigns with only 3 pages dedicated to each in a small book about 8x5 inches.

The Sad Truth:

Sadly this author is educated, knows how to write, and is enjoyable to read. Too bad he didn't bother to share a more thorough explanation on advertising. Honestly, each chapter is so short, it is not even suitable for an "introduction" for a chapter in an advertising texbook.

I learned nothing I already knew...and I don't know much.

The advice given in this book is timeless. Hopkins was truly ahead of his time. Do no let the 101 page length fool you. This book is packed with valuable knowledge. Highly recommended for anyone with their own business or anyone in the advertising/marketing game.

If you aspire to a career in advertising, marketing or whatever niche in communications you have selected: this is a MUST read. Or as David Ogilvy once remarked: "You must read it 7 times!

I've always as more than 40 years professional in direct marketing and advertising cited Hopkins. This 2008 edition of his book from 1925 was the opportunity to meet "personally" the master.
It is a must for all that want do work in this trade,especially in the web!!!

Before you purchase this book, you must know that it was written so long ago that the english used is, well... old school for lack of a better cliche.

With that being said, this is the book that started marketing. Before this book and Claude Hopkins, there was no discipline called marketing. So you have to give the man the respect he deserves. In his day, Claude Hopkins revolutionized the world with his ideas on marketing. In particular, he created the science of marketing by applying the scientific principle to advertising. The very definition of marketing which is the ability to quantify and measure your advertising efforts (if you aren't measuring how well your ads are doing then you are not doing marketing at all but instead PR) came from this man, in this book.

If Claude Hopkins was alive today, he would absolutely dominate Internet marketing.

Yes, the concepts are way dated. Yes, the english used is hard to understand and follow at certain points. No, this book will not cause your sales to triple by giving you an easy, step by step roadmap to follow. But does that mean it isn't worth reading? I think not. Anyone who is on a quest to become a master marketer must buy this book. As the cliche goes, if you don't know where you've been, then how do you know where you are going?

From the author of Internet Marketing-Profits That Lie Hidden In Your Website: How To Triple Your Web Sales In 25 Days