Scientific Advertising (Annotated)

This is the only version available that contains the complete and unabridged text from the original 1923 Library of Congress edition of Claude Hopkins' classic book Scientific Advertising. The editor has checked each of the 20,420 words of the text against the corresponding word in the Library of Congress Edition. This procedure has produced an exact facsimile of the 1923 edition. 

This book is recommended by David Ogilvy, who says no one in advertising should attempt to proceed without it. Marketing legend Jay Abraham cites it as the primary text in the field. Many other masters of marketing concur. It can even be said with certainty that this book is the precursor to the modern phenomenon in advertising of Big Data. That is merely the conclusion one reaches after thoroughly understanding this groundbreaking book. It contains many principles that are common in all performance-based marketing today, such as the idea of testing and measuring ad effectiveness, writing to one person, understanding and using psychology, basing advertising on sales, eliminating risk, learning what the thousands want to understand what the millions will buy. It is indeed impossible to say one understands advertising without having a thorough grasp on the material in this book.