Hopkins essentially invented many of the concepts that so many advertisers take for granted today, chief among them what seems like a simple idea: the coupon. And even today, many advertisers fail to get results when they stray from his teachings.

One of the most famous examples of failing to follow his teachings: the "Got Milk" campaign. Sure, it seems clever and it's definitely high profile, but from a marketing standpoint, it's a flop. Milk sales have not moved upward at all despite the fact that milk producers are now several years into the campaign. Want to know why it failed? Read Hopkins's book.

Whether you are an individual considering a career in advertising or an businessperson trying to figure out how best to market your business, start with Hopkins and then move onto the rest.

All advertising before "Scientific Advertising" flows into it; and all advertising after "Scientific Advertising" flows out of it.

24 of 25 found the following review helpful:


Scientific Advertising -- The Best Advertising Book Ever!  Aug 08, 1997
Claude Hopkins invented test marketing, sampling technology and the concept of pre-emptive advertising. The concepts he reveals in this book have been used by advertisers for decades and he is recognized by marketing experts such as Jay Abraham as a genius in his field. Scientific Advertising is an all-time classic book and you'll want to read it at least three times. Each reading will provide you with profound insights into how to market any product or service.

6 of 6 found the following review helpful:


The King Still Lives  Mar 05, 2008 By Randy Kemp "Randy Lewis Kemp"
There is an old saying that goes, "there is nothing new but what has been forgotten." Advertising is about 100 years old, but the science and art behind what appears to buying psychology, really hasn't changed that much. If you study this work of Claude C. Hopkins, you will understand that he pioneered methods that are still used today. David Ogilvy was another one of these pioneers, and he said, "no one should be in advertising that has not read Scientific Advertising at least seven times." If you study any of the notable marketing gurus today (e.g. - Dan Kennedy), they are just positioning what Claude has said in a contemporary format. And even marketing for the Internet - if you look beyond the HTML bells and whistles - is still utilizing the basic psychology of sales letter generation, and copywriting, that Claude pioneered.
www.randykempcopywriting.com

3 of 3 found the following review helpful:


A classic that can be applied to online marketing  Sep 09, 2008 By M. Moshkovich "emikey"
This book is great! I read it cover to cover and found many good techniques and strategy's that i applied to PPC marketing.

2 of 2 found the following review helpful:


Why the editors of this edition are illiterate...  Aug 15, 2011 By D. Long
Scientific advertising is a wonderful book and Claude Hopkins is a genius. He lays down the basis for direct mail advertising. His text is clear, insightful and still applicable in the Internet age...

That said, I would advise people NOT to buy this edition of the book.

It's full of typos, spelling errors and incomplete sentences. The publishers (really simple media) are obviously just a bunch of amateurs taking advantage of the fact that this masterpiece is in the public domain.

Spend your hard-earned cash on a decent used copy of Scientific Advertising instead of buying this unprofessional edition....


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