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- Herausgeber: Business Book Summaries
- Kategorie: Fachliteratur
- Sprache: Englisch
The must-read summary of Claude Hopkins' book: "Scientific Advertising: How to Develop a Superior Advertising Program".
This complete summary of the ideas from Claude Hopkins' book "Scientific Advertising" presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. In his book, the author explains that doing this is the best way of ensuring that you apply the optimum advertising approach that will provide the best results. This summary provides readers with an insight into the fundamentals of marketing and advertising and helps them to choose the best approach.
Added-value of this summary:
• Save time
• Understand key concepts
• Expand your knowledge
To learn more, read "Scientific Advertising" and discover how you can take a methodical approach to advertising and always gain the best results.
Das E-Book können Sie in Legimi-Apps oder einer beliebigen App lesen, die das folgende Format unterstützen:
Seitenzahl: 29
Veröffentlichungsjahr: 2014
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Book PresentationScientific Advertising by Claude Hopkins
Book Abstract
Important Note About This Ebook
Summary of Scientific Advertising (Claude Hopkins)
1. ADVERTISING LAWS
2. JUST SALESMANSHIP
3. OFFER SERVICE
4. WHAT MAIL-ORDER ADVERTISING TEACHES
5. HEADLINES
6. PSYCHOLOGY
7. BEING SPECIFIC
8. TELL YOUR FULL STORY
9. ART IN ADVERTISING
10. THINGS TOO COSTLY
11. INFORMATION
12. STRATEGY
13. USES OF SAMPLES
14. GETTING DISTRIBUTION
15. TEST CAMPAIGNS
16. LEANING ON DEALERS
17. INDIVIDUALITY
18. NEGATIVE ADVERTISING
19. LETTER WRITING
20. A NAME THAT HELPS
21. GOOD BUSINESS
Book PresentationScientific Advertising by Claude Hopkins
Book Abstract
MAIN IDEA
From a few thousand consumers, you can accurately predict what millions will do.
The scientific approach to advertising success is to continually test and compare advertising concepts with keyed response devices (like coupons) so the effectiveness of each advertisement can be compared. Several different approaches should be tried, and the results compared.
In this way, the optimum advertising approach can be developed on a small, test scale. The advertising can then be applied to the wider, general market with confidence.
Important Note About This Ebook
This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.
Summary of Scientific Advertising (Claude Hopkins)
1. ADVERTISING LAWS
Main Idea
Advertising has moved from an art form to a science based on well proven principles, facts and established procedures.
Supporting Ideas
The accurate tracing of the results of historical advertising programs provides an accurate statistical base from which effective advertising can be developed.
The largest single factor in developing this amount of statistical information has been keyed advertising - coupons which identify which advertisement drew the customer’s response. An accurate measurement of results allows individual elements of an advertisement to be varied (such as headlines, settings, use of pictures, etc.) and the results of these variations to become immediately apparent.
Advertising is an exact science which does not need to be conducted on a “stab-in-the-dark” basis. Rather, advertising is a safe and sure undertaking which can lead to enormous leverage and success.
2. JUST SALESMANSHIP
Main Idea
In its purest form, advertising is a form of salesmanship. It does not exist independently. That is, the only criteria by which to judge an advertisement is the same criteria by which to judge any salesman - does it produce the results?
Supporting Ideas
An advertisement is either profitable or unprofitable, based on actual sales achieved. Therefore, advertising should be evaluated by the same standards as would be used for evaluating a salesman.
Advertising is multiplied salesmanship. Whereas a good salesman can speak to one person at a time, an advertisement can be appealing simultaneously to thousands of prospective customers. This means advertising can have a huge impact on a business’s profitability.
In considering advertising as salesmanship, a business manager should not accept any excuse for the ineffectiveness of an ad that would not be accepted if made by a salesman. A mediocre salesman may affect part of a business enterprise, but mediocre advertising can impact on every part of the operation.
