Scientific Advertising: Complete and Unabridged, Hopkins Claude C.

Автор: Hopkins Claude
Название: Scientific Advertising
ISBN: 1614279233 ISBN-13(EAN): 9781614279235
Издательство: Неизвестно
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Цена: 7490.00 T
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Описание: 2016 Reprint of the 1923 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. "Scientific Advertising" is cited by many advertising and marketing personalities (such as David Ogilvy, Gary Halbert and Jay Abraham) as a "must-read" book. David Ogilvy wrote that "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." 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.

Автор: Hopkins Claude C.
Название: Scientific Advertising
ISBN: 1607962365 ISBN-13(EAN): 9781607962366
Издательство: Неизвестно
Цена: 7350.00 T
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Описание: Claude Hopkins, the father of modern advertising techniques, believed that "Advertising is salesmanship," and as such it should be measurable and justify the results that it produced. In Scientific Advertising, he explains precisely how to do that, and the principles he discovered and documented are as true today as when they were first written. This business classic covers mail-order marketing, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign. Whatever advertising medium you use, from print to the Internet, the fundamental principles of Scientific Advertising are universal and timeless.

Автор: Hopkins, Claude
Название: Scientific advertising
ISBN: 1603866361 ISBN-13(EAN): 9781603866361
Издательство: Неизвестно
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Цена: 8550.00 T
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Автор: Hopkins, Claude C
Название: Scientific advertising
ISBN: 1906852359 ISBN-13(EAN): 9781906852351
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Цена: 22050.00 T
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Автор: Hopkins, Claude C.
Название: Scientific advertising
ISBN: 1616403934 ISBN-13(EAN): 9781616403935
Издательство: Неизвестно
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Цена: 23290.00 T
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Описание: In this groundbreaking 1923 work, written after he retired as president and chairman of one of the world's biggest ad agencies, Hopkins shares the secrets of successful marketing that are just as relevant today as they were almost a century ago. Learn: - how advertising laws are established - the importance of just salesmanship - why businesses must offer service - mail order advertising: what it teaches - what makes headlines effective - understanding customer psychology - how to use art in advertising - how to use samples - the best way to test campaigns - the impact of negative advertising - and much more. American advertising pioneer Claude C. Hopkins (1866-1932) is still renowned today for developing such marketing innovations as coded coupons that could be used to track the success of varying offers. His methods are still prized for their efficacy today.