Hopkins designed the first campaigns for cars, car tires, dish soap and toothpaste. Special mention should be made of the good old toothpaste. The American public that didn't brush their teeth regularly before, after his campaigns ...well, brushed their teeth regularly. (He also had a stake in that same toothpaste company and made another fortune, but only marginally). So a really smart man, this Claude C. Hopkins. He summarized his most important findings in his book "Scientific Advertising" (which also made him famous). science in advertising? scientific advertisingSo before Hopkins entered the field (and certainly during it), advertising was pure speculation and gut feeling.
Nobody knew what matters, a few were lucky with their decisions, but many were unlucky with their decisions. Therefore, Hopkins compiled the most important research findings (as just mentioned) in Scientific Advertising , published in 1923. Today, most of the principles still have the same meaning Israel phone number list and importance as they did almost 90 years ago. Even the famous father of advertising, David Ogilvy, once said: No one should be allowed to have anything to do with advertising until they have read the book 7 times. It changed the direction of my life. It's only the first time, but I'll keep his motto, I promise. But you are lucky.
Since the book is ancient and has been made available to the public, you will find it... here in PDF format here in web format But I advise you to order the book in book format . Personally, I much prefer a solid book like this. So it's required reading for anyone in advertising. So also for you as an internet But let's not beat around the bush any longer and look at the 17 lessons that are as relevant today as they were 90 years ago... 1. Laws of Advertising Back then, there was no place for science in advertising. at the table, talking and speculating. But in reality, no one knew whether the advertising was really useful or not. Hopkins cleared that up.